How to Get Content
Today I’ve been mostly looking at businesses and talking to people who either need content or are puzzled by the concept of content. If you buy into the philosophy of content marketing then the next hurdle to understand is how do I get this content?
Well the first step is to reject the idea that you can automate the process. If the content is to have value to the audience, time needs to be spent on it. FACT
Well, that isn’t very helpful but rather than waste time in trying to find a short cut put the same effort in looking at your business and identifying the interesting bits that become content.
There are always interesting bits. You need to think of yourself as the correspondent for your business, not the sales director, not the marketing manager or the business relationship adviser. You need to find what will interest your audience, what will excite them and what will bring them back.
Where to Look for Content
- What does your business specialise in? This is what people will be searching for, trying to find information about, seeing if they can do it themselves first, looking for ideas. This point alone should provide you with more than enough content; explaining the benefits, pulling back the curtain to reveal what happens behind the scenes, commenting on industry specific news… possibly breaking industry specific news.
- How does your business do what it does? This is a great way to create content, by providing instructional ‘how to guides’ showing off your expertise and establishing yourself as a business willing to share. Very hard to get right as you don’t want to give away the ‘secret recipe’ but as long as you have got a little bit of an uncomfortable feeling in sharing it, the content is valuable
- Frequently asked questions… we have all seen the FAQs on websites. Expand one of these questions into a more detailed reply or even a series of content. They are more valuable to your business than a simple bullet point list.
- Write about what you do on a day to day basis, it doesn’t have to be earth shattering but it should be useful and relevant. I make a point of writing up any business related events I go to, at the very least as a thank you to the organisers but if your clients and partners didn’t make it, there will be nuggets of value in there.
- Find other content and comment on it, these comments sometimes become larger pieces of content but you can link to the original website and ask for them to link back to you.
And would add another but it is a little bit of a cop out… experiment! Try something no one else has done… if it works great, if it doesn’t, don’t do it again.