5 ideas to help you build content

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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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Ideas to help build content

The biggest challenge for any company working to build content is keeping up the inspiration continue to make content which engages and is shareable.

Starting out with content is often easy. You begin by building stuff which supports your product position and adds value for your audience.  But once you’ve managed to master the basics how do you keep your creative juices flowing.

Here are five ways to help fill the well of creative inspiration and keep your content interesting.

Learn from others

Social spends a lot of time sharing. It takes up a portion of our content calendar because the behaviour around social means that to be in the pack you need to share information about what the pack is doing.  Take some time each week to review what others are doing, whether they’re from your own industry, from a thought leader or popular social media participant or from a completely random sector.

I get inspired by looking at the innovative work from the area of activism, particularly within the environmental or political movement.  These two areas are always seeking innovative cut-through in order to get their message heard.



 Focus on the visual

Pull that smartphone out of your pocket and start taking photos from your day. Whether you’re in the office, on the way to a client meeting or doing something on the weekend, snap away and get a library of photographs which you own and can use.  Think about how you can tell a story using these pics; some quotes, a funny observation, a ‘this is what we do’ or a tip can all create something which is shareable gold.

There are a range of free and paid photographic apps which can help you make professional looking visual morsels in quick time. Why not check out PicMonkey or Over for iPhone.

Create stories from the experiences of your clients

Not necessarily another case study article – the world has enough of these – but maybe a video interview showing a good news story through the results of your company’s effort, or a quiz, collaged photo or tweet-up.  Nothing works as well as third party advocacy, so long as you can make it interesting and subtle; less sell and more outcomes driven.

Here’s a really different way of presenting a case study, which looked at connecting not-for-profits with techies through a filmmaking project talking to homeless people

Ask your audience

This can be done directly or indirectly. Make sure you review what is working for you in terms of your content – look at what they’re sharing and commenting on.  Why not set up a quick poll or incentivise a survey? Or better still, spend a day on twitter talking to your community about a range of things. (Yes, a whole day engaging). You’ll be surprised at what you can find when you ask questions.

Kevin Allocca, a TED talker, advocates that ‘communities of participation’ make all the difference when creating virility of content.

Explain a process or give a tip

The reason why social media works so well, as does the internet, is because people are always seeking information.  Yes, they do expect information for free but build your relationship with them and they are always happy to pay if you have a great service.  Bloggers have long known the value of providing the ‘top ten tips’ (see, we’re doing it now through this article) but sharing information can be presented as a tweet, a visual, a one minute video or through an online conversation.  Share the secrets of your successful business and people will want to be part of your magic.


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