Most marketers understand the value of a strong content marketing program for driving leads, boosting search results and shortening the sales cycle. But implementing a strong content marketing program is a struggle for many.
It doesn't have to be. Any marketer can develop a robust content marketing program—or supercharge its existing program—in just three easy and inexpensive steps.
1. Get Creative With Content
Most organizations already publish a great deal of content without even realizing it. Taking advantage of existing content allows marketers to optimize their investment and creates a very cost-effective program. Some areas to look for content include:
- FAQs: Organizations solve their prospects' and customers' problems every day and often post FAQs online dealing with the most common questions. Each FAQ can be turned into a blog post, which can be distributed via other channels.
- Social Media Channels: You're probably already posting content to social media networks. Instead, start posting that same content directly to your blog and then push it to social media and other channels. Look for comments to your social media posts. These can give you ideas for blog topics.
- News Releases: If your company feels something is important enough to announce with a news release, it belongs in your content marketing program. Extend the life of news releases by republishing them on your blog. The same goes for article mentions. If a reporter writes about your company, develop a blog about the article and distribute via other channels.
- Upcoming Events: Use your blog to create awareness of and provide updates about your company events. After the event is announced, post information about agendas, what participants can expect to learn at your event, and incentives to register. Once the event takes place, post a recap, photos and videos about the event.
- Marketing Materials: Most organizations develop plenty of great marketing material. Take all of that content and push it to your blog. Not only will this make your best work easier to find, it will allow you to introduce your past content to new customers.
- Photos and Videos: If you're capturing pictures and videos, but sure to upload them to your blog. This only requires a couple sentences to describe the photos or videos and you have a blog post.
- Get personal: People like to work with people they know. Give customers and prospects a glimpse into your company by posting information, photos and video about your company, employees, milestones, new customers, birthdays, anniversaries, awards. etc.
- Know your industry: Industry happenings and real-world news are great fodder for blog topics. Your content marketing program is the perfect way to encourage participation in the conversations that are already happening in your industry.
2. Keep the Content Coming
