Top tips for finding your content nuggets
Posted: Sat Jan 18, 2025 9:45 am
There are heaps of great tools and websites designed to help the budding content marketers find their target audiences and see what or who they are being influenced by but not so many great tools for doing that in-house. So how do we uncover the really good stuff we should be talking about?
Here are some of my top tips for uncovering those internal content opportunities:
Build editorial teams that don’t just include marketers.
There is nothing worse than a room full of marketers deciding on your vanuatu email list 10097 contact leads content marketing plan, you’ll just end up with a communications plan that supports your marketing campaigns. Instead draw resources from different teams until you create a melting pot of people who have an alternative insight or perspective about your company’s position and purpose.
Make research your best friend.
If you are lucky enough to have your own in-house research team that’s even better. Talk to them and view your research reports through fresh eyes. Ask them questions related to the topic area of your content, you never know what they might uncover for you. We can tend to be a bit jaded by our research, rarely viewing it as an opportunity to develop new ideas or find new insights but for your editorial teams that’s exactly what it should be used for. This is the stuff that allows you to evidence your expertise.
Get up close and personal with your company level strategic plans.
View these documents through fresh eyes too. Think about the purpose of your content positioning and see if there are goals or objectives within your plans that you can develop or support. For example; our client at the moment is working hard to re-position their brand to be seen as a partner rather than a provider. That says a lot about how their content should created and communicated as well as helping to identify good (and bad) content choices.
Ultimately this is about getting the balance right between the time and type of research you uncover for both sides of the content marketing equation. You can have all the research in the world about your target audience but without being remarkable, insightful or thought-provoking from a business perspective then you’ll just be adding to the content marketing deluge. Be original.
Here are some of my top tips for uncovering those internal content opportunities:
Build editorial teams that don’t just include marketers.
There is nothing worse than a room full of marketers deciding on your vanuatu email list 10097 contact leads content marketing plan, you’ll just end up with a communications plan that supports your marketing campaigns. Instead draw resources from different teams until you create a melting pot of people who have an alternative insight or perspective about your company’s position and purpose.
Make research your best friend.
If you are lucky enough to have your own in-house research team that’s even better. Talk to them and view your research reports through fresh eyes. Ask them questions related to the topic area of your content, you never know what they might uncover for you. We can tend to be a bit jaded by our research, rarely viewing it as an opportunity to develop new ideas or find new insights but for your editorial teams that’s exactly what it should be used for. This is the stuff that allows you to evidence your expertise.
Get up close and personal with your company level strategic plans.
View these documents through fresh eyes too. Think about the purpose of your content positioning and see if there are goals or objectives within your plans that you can develop or support. For example; our client at the moment is working hard to re-position their brand to be seen as a partner rather than a provider. That says a lot about how their content should created and communicated as well as helping to identify good (and bad) content choices.
Ultimately this is about getting the balance right between the time and type of research you uncover for both sides of the content marketing equation. You can have all the research in the world about your target audience but without being remarkable, insightful or thought-provoking from a business perspective then you’ll just be adding to the content marketing deluge. Be original.