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AMiable Solution #294: The Challenge of Creating Content



According to the Content Marketing Institute, content marketing is not only cheaper than outbound marketing, but it also generates more leads.

Why? It’s a matter of trust. Content marketing builds trust by offering consumers something of value without asking for anything in return.

But with so many formats to create content for—blogs, newsletters, infographics, videos, web content, webinars, white papers, and ebooks—coming up with new content, not actually writing it, can pose a marketer’s greatest challenge.

If you’re struggling to identify new topics of conversation for your marketing, take a look at the following suggestions:

  • Re-use other content. It takes a great deal of time and effort to create content that speaks to customers. Use the research you’ve done for one content format to create content for another one.

  • Think beyond your office. In his 2016 article, “31 Types of Content We Crave,” Scott Aughtmon challenges marketers to think in more abstract terms. His suggestions include creating content that reminds us that dreams come true, tells a story, inspires us to action, encourages us to never give up, challenges our assumptions, gives us a fresh point of view, alleviates our greatest fears, etc.

  • See where your web visitors are coming from. We’re not talking about search engines either. Find out which sites are referencing your company and study them. Who are their audiences? What kind of information do they publish?

  • Compile a list of industry statistics and research. We are a bunch of fact-loving, number-crunchers after all.

  • Follow-up on your most popular blog posts. Update any statistics or research you originally cited and address any changes that may have occurred in the interim.

  • Create a “top ten” resource list. You could identify the top 10 influencers in your industry, top 10 marketing tools, top 10 local resources, etc.

  • Create a “how to” guide. What common problems do your customers tend to have? Software issues? Process issues? Share your expertise in a clearly written guide.

Feeling inspired? Great! Get writing!


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