•Having the time to generate content
•Finding original content for publishing
Struggling with issues like creating original content or having time to create original content is a problem that most marketing departments experience who are already under pressure with a million other tasks.
But the issues can be solved by setting up processes that will collect or generate raw content that can then just be prepared for publishing by the marketing teams.
1.Interviews – we all know that key people inside your company (R&D, Product, Sales, and Customer Service) are far too busy to write an article, blog post, whitepaper etc. and might not feel comfortable writing either. Instead, why not ask them for a short meeting (30mins – meet them for coffee) where you can ask them key questions about the given subject that they can answer verbally giving you the body of the content. Just remember to give them some advance warning of the topic and the kinds of things you will ask them about.
2.Guest Blogs – Find any willing customers, partners or suppliers that could / would write a guest blog post for you. Again you need to give some guidelines, objectives etc. but in general you can always find people who would like to give their information for a bit of fame on your website.
3.Email Inboxes – a much un-used source of great content. Your sales, customer service, corporate marketing teams will have sent out emails to customers, potential customers answering questions and issues that will be of interest to lots of people. Arrange to get access to these responses – both from the past few months and the future.
4.Surveys – send out a short survey to customers or partners and use the responses to form content or to get ideas for content. Also look at past surveys as there will also be great content there.
5.Events – Whenever there is a show or event that someone from your company is going to attend then make sure they have 5 questions to fill out on their experience that will help you put together a blog post or article. If you have given people some Social Media training and have a Social Media policy in place then get them to Tweet or Blog straight from the event.
6.LinkedIn Answers – Most people are connected on LinkedIn to others from their industry. Find out what questions are being asked in LinkedIn’s Question and Answer section as this gives two opportunities. Firstly, answer the questions and use it to link back to your blog or website for further information. Secondly, use it for ideas of common questions asked that you can answer using a blog, whitepaper etc on your website.
The final piece of this jigsaw is put a content generation process in place. If you know what your content strategy is, then it’s about mapping out an editorial plan for 3-6 months in advance and getting all the necessary people and meetings etc. in place. This is a crucial part of your B2B lead generation process as it is this great content that will bring potential sales leads to your website.