3 Content Marketing Ideas that Are Right Under Your Nose

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Now more than ever, the phrase “knowledge is power” holds true in the business world.

One of the major factors contributing to the dawn of the information age has been the rise of the internet, which gives its users access to billions of pages with information right at their fingertips.

But the access to all of this content means business owners, marketers, and entrepreneurs, are now faced with a new problem: information overload.

With so much data available online, how can companies sort through all of the noise to extract valuable information to incorporate into their inbound marketing strategy as content ideas?

There are several strategies that can help with this process.

Follow the Example of Industry Leaders

Even if your company has a huge share of its market, the odds are good that there are some major competitors that also have a significant standing in your field (or look at the leaders in overseas markets). Take a look at what these companies are doing: how have they converted information available in their field into valuable offerings for their audience? What are they blogging about or posting about on social media?

A tool like Buzzsumo can show you which of their blog articles are the most shared on social media.

These insights will help give you clues about what subjects to incorporate into the content that you use as part of your own inbound marketing strategy. Additionally, they can also help you better understand what not to include when you are brainstorming ideas for your content.

Talk to Your Customers, and Listen

With the rise of social media in the information age, people are more subject to peer influence than ever before. This trend also holds true for purchasing decisions. Statistics show that advocates for a particular brand are now 70% more likely to be seen as a dependable source of information by those around them.

Why is this important for your company as you begin to sift through information to find ideas for content? By letting the needs and interests of your customers guide your search for topics for inbound marketing, you have a much better chance at turning information that you already have into engaging content marketing ideas.

Listening to your customers’ needs as they relate to ideas for content also has the added bonus of helping you with your customer retention, which can be a money-saving endeavour: it costs up to 7 times more to find a new customer than it is to keep an existing one.

Leverage Your Employees

Did you know that your organisation already has a built-in group of brand advocates that are familiar with your company’s selling points and well-connected in large networks of social contacts?

In fact, these advocates have always been with you: they are your current employees. When you spend most of your time focusing on your organisation and its unique benefits for customers, you may find it difficult to get an outside perspective on your content needs.

Your employees, on the other hand, are usually more in-tune with the outside world where your prospects exist, especially if they are new to the organisation. When you get their opinions on what kind of content ideas are most valuable you not only get some new ideas for inbound marketing, you also get the benefit of increasing employee morale, which in turn makes your employees happier to advocate on your behalf.

This is important because of the tremendous reach that your staff have, research has shown that when an employee shares a piece of content online, it reaches 20 times more people than when a typical brand shares content to the same number of followers.

Content is Everywhere

Struggling to come up with that next blog post topic or email newsletter subject? Don’t fret – fresh sources for content ideas are closer than you might think. By drawing from the people that you already see every day, such as existing customers, employees, and competitors, you can access an endless stream of content ideas that’s only limited by the creativity with which you are able to execute on these concepts.


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