Coming up with the perfect content marketing idea can often be difficult. But, if you know where to look for inspiration, ideas are actually everywhere. Below are some tactics to help you and your team find success in content marketing.
Regular team brainstorming sessions are a great way to gather a broad range of creative ideas from employees throughout the company. To run a productive brainstorming session, you’ll need at least two participants to generate ideas either in person or online through video calling technology.
Once you’ve established a time for the session to occur, invite members who have no previous familiarity with the project, as well as the direct project team, to get extra input. Including people who don’t have any preconceptions about the project incorporates fresh perspectives and creative ideas – just be sure to outline the parameters before starting the session.
Once the brainstorming session is underway, keep the following items in mind:
- Use fun activities to get people engaged and their creative juices flowing
- Be open to any and all ideas — you never know how something can be incorporated into the overall plan or inspire another concept
- Find things that really “light a spark” — they’ll seize people’s interest and inspire people
- Write down everything either on a whiteboard or on paper to make sure you record all ideas discussed; these can be referenced later for future projects or for backup ideas.
Another helpful approach is to carefully research what your competitors are doing for their own marketing strategies. There are two main categories of competitors to watch out for: traditional competitors, who are typically located within close physical proximity; and competitors who may not be physically close but who will appear on the same search engine results pages as your company. Regardless of competitor type, it can be beneficial to see what’s working elsewhere in the market and what your intended audience is responding to.
In the quest to create new marketing content, it’s also important to see what’s already on your audience’s mind. First, use Google trends to look at how different keywords are performing. You can also use web tools to assess which websites have the most links for your competitors or which keywords are getting the most web traffic, employing that information to influence your own website. Finally, be sure to read and learn about current trends in the industry to stay up to date on the latest marketing tactics and relevant industrial news as potential marketing material.
Customer Conversations and Responses
When it comes to creating marketing content, it’s important to incorporate your customers’ thoughts and ideas into your marketing strategy as well. Look carefully at customer reviews online for your products and your competitors’ to find out what does and doesn’t work. Conduct surveys among your customers to gather their opinions and learn more about what they’re interested in. Engage with your customers, especially through social media conversations, or search social hashtags to find trending topics and ideas. Finally, review recent comments on your company blog to get a sense of your customers’ feelings and pain points.
Getting Creative With Your Marketing Content
Content marketing is a critical component to the success of your business, but sometimes coming up with fresh, innovative topics and offers can be a real challenge. By tapping into your staff’s minds through brainstorming sessions, performing competitive research, looking at current trends, and engaging in conversation with your customers, you’ll find new creative ideas to inspire your next marketing strategy.
Ready to get started with content marketing? Our free eBook, Content Marketing for Industrial Companies, can help.