Content marketing has made a huge splash over the past few years, and it's only gaining ground. If you aren't familiar with the term, content marketing is defined by the Content Marketing Institute as, "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action. Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues."
This is the reason you see more and more organizations of all sizes utilizing social media, blogs, webinars, podcasts, Pinterest and the like. These mediums for "giving away" free content do not hurt revenue, and only help to spread the word about your organization. They also help build credibility as well as a relationship with fans. If you haven't jumped on the content marketing bandwagon, you'd be wise to not only consider it, but start the implementation process soon.
However, one of the biggest challenges to content marketing is creating a steady stream of, well, content. Some days it can feel like inspiration rains from the heavens, while other days are more drought-like. The important thing is to record ideas as they come, so you'll have them on tap for a later date.
If you need a springboard, or think your supply is running a little short, below are some questions to get you started.
- What questions have they asked?
- What problem or need are you trying to solve for them?
- What case studies can you share that others can learn from?
- What are the latest trends?
- What have you learned at recent events or conferences?
- What are your online and in-person mentors discussing?
- What relevant conversations are you having?
- What questions have they asked regarding your expertise?
- What do you see them doing that could help your clients/customers/fans?
POP CULTURE INSPIRATION
- What movies or TV shows have sparked business ideas or lessons?
- What books are you reading that you could share lessons from, or post a book review on?
- What podcasts are you listening to that could also benefit your audience?
As you see, inspiration can come from anything. Pretty soon, you'll start to recognize it in all its forms. And because information changes, your knowledge base expands, and perspectives shift, you can come back to these questions again and again.
A reminder: Make sure you have a system handy for writing down ideas when the pop in your head so that you have them ready to go in the future. And a tip for writing—do it when the mood strikes, and write as much as you can. Get ahead, if possible, for when you are low on time or your creativity is more tapped.
Where do your content marketing ideas come from? Please share in the comments!
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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.