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Sept. 26, 2019

How to Find New Content Ideas From the Crowd

BY George Sturgis

Building Content

We all know content is a necessity within marketing, however it can be hard just to get things going. Where do you start? What does success look like? All these questions weigh heavy on content marketers, but there are some easy things you can do to help get the ball rolling.

Getting Started

First, get the feedback. Get with your other departments and see what has been working from a content stand point. Ask Sales what content pieces really help wrap up the product. Which pieces do the engineers love to showcase? Which pieces do the C-Suite love to share on social media? By including all departments, you can see what is working across the company as a whole.

Next, build the plan. One term every marketer hears today is “customer journey.” A customer journey is the path a customer takes as she goes (or progresses) through the buying process. Think of it as first click to first invoice. By laying out a customer journey, you see content from a funnel perspective. This will help show the current status of you buyers journeys.

The last step is to measure. Measurement is a key factor to success and not all measurement is the same. Getting customers to sign up or buy shouldn’t be the only factor of success. Start from the first click, then think about the next step in their journey (page visit, email open, ect) and make that attribute the success measurement. Progress measurement shows that your content is working and pushing people along their buying journey.

Content is the Foundation

Content is the foundation for any marketing team and it’s something you should always have a plan for. Think about internal resources when writing content. You have some of the best product experts in the desks right next you. Use them! Lastly don’t forget to measure. There is no use in building out all this content if you don’t measure it for success.

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