We get it. Sometimes content creators are departments of one. Even if you have a few more on your team, constantly creating new content can be a challenge for small marketing and content departments.
Fortunately for smaller departments, it’s likely that you have untapped content resources right in your own business. Here are five you can seek out today:
What vision does your CEO, boss or founder have for your company this year? In five years? In ten? What did he or she dream about before taking this role or position? What does he or she believe will never change about the core values of your company?It might be difficult to get a fresh blog post from a busy supervisor or leader each week, but think of creative ways you can use your boss’ voice in your communication with your customers. Key leaders within your company likely have a bigger picture of your products or services. How can you use this picture to supplement your content?
Whether you simply highlight your co-workers in an employee spotlight feature, or whether you identify natural content creators in other departments, your fellow employees can be a great help in your content efforts.We often conduct content ideation sessions with a cross-section of employees from the entire company. We’ve found that while marketers have their finger on the pulse of company messaging, other employees bring a unique perspective of the company based on their day to day dealings with customers, other employees or your product and service. How does your administrative assistant view the company? How about one of your repairmen who takes customer calls?
These individuals are key components to how your company runs, and can bring ideas you may not have thought of to your content offerings.
We often advocate on TKGenius that you poll your customers to get content ideas, or even ask your customers to supply you with content themselves. So, how are they using your product? Are they taking photos of themselves getting a haircut in your salon? Did they recently enjoy one of your events and tell their friends about it on Social Media?Not only will your customers give you great ideas for content, they are often great content creators without even knowing it. One of our clients asks customers to submit photos of themselves or their children enjoying the brand’s snack foods, then features these customers on their Facebook page. These posts are always fun, and are often the most liked and shared on the page. All the administrator needs to do is post the photo and write a quick caption.
Bottom line: your customers can save you time and give you the inside scoop on which content best suits them.
#tbt! Does your company keep copies of old newsletters? What about old photos, past versions of your products or old videos? All of this content can be resurrected to serve your current content efforts.For example, one of our clients has been in business for over 100 years. We regularly help them publish their vintage advertising campaigns, past photos and previous product iterations on both Social Media and their website. Customers appreciate these glimpses into the past, because they know they’re getting a quality product with a long history of success.
How are your products made? Are there aspects of your production you could show customers? What about how you take calls? What part of “behind the scenes” might your customers like to know and understand? Do you have an interesting inter-office culture you could showcase? What about a specific event or charity your employees like to support?Transparency, when possible, is a powerful way to build trust with your customers. While you may not be able to show exactly how a product makes it from point A to point B, you might be able to show what it looks like when you pack a box to ship, or how a salesperson greets a customer.
One of our clients will sometimes show through photos what a window installation looks like on a home. Customers appreciate this insight of the service because it both shows how knowledgeable our client is, and takes some of the mystery out of the service itself.
Want more ideas on how to generate content for your business? Sign-up for our next Breakfast Bootcamp on Content Ideation!