Content marketing is a hot topic in 2014. Seems that while every company wants to do more content marketing, many are struggling to find the content.
You need content to push out through all those social media channels, as well as for your site, and perhaps even for your customer or employee communications—but where do you get this content? Who creates it? Where does it come from?
Leverage what you already have, such as company news—new hires, new partnerships, awards your company has won, speaking gigs your executives are participating in, new products or services, new customers, customer successes, events your company is participating in and so on. The stream of possibilities is endless, if you take the time to look for newsworthy items.
Then, you need someone to write the content. Think everyone’s a writer? Wrong! I’m so often amazed by the number of typos I see in business communications. Typos mean more than just a misspelled word or a missed punctuation mark. They make your company look unprofessional and weaken your credibility. Make sure to use a strong writer, if that isn’t among your talents.
If you commit an hour or two per week to plan and craft content to use in your various channels, you’ll be surprised at the results. If you don’t have the time or the ability to create the content yourself, consider hiring a professional business writer to craft the content for you. Once you have it, it can be repurposed in a number of ways, making your minimal investment of time well worth the effort.
Thanks for the insight, Michelle. I am actually writing my Marketing Master’s capstone paper on a similar topic, which is what drew me to your post.
As I work in a social media manager role, I have come to realize businesses are challenged by the process of maintaining a social media editorial calendar. Content becomes stale or repetitive and businesses struggle to develop valuable content ideas or topics that resonate well with audiences.
With my capstone paper, I hope to uncover some valuable insights into sustaining content for social media.
Jenna
You nailed it! You need content to distribute through social channels. Social media for the small to mid size firms, however, has always been and shall remain one of the best places to gain exposure for great content. If the social networks forget that completely there won’t be any reason to use the network.
You nailed it! You need content to distribute through social channels. Social media for the small to mid size firms, however, has always been and shall remain one of the best places to gain exposure for great content. If the social networks forget that completely there won’t be any reason to use the network.