The Gong Blog

Inspiring Fresh Content for Your Clients

You know your organization or brand should be pushing out content to your audience and followers, but getting over the hurdle of what to post can be a challenge. We’ve talked about generating content for Twitter, but let’s take a step back and see how you can generate ideas that can be used across all of your platforms.

Role Play

First, think of the adage about putting yourself in someone else’s shoes.  That is typically a healthy exercise as you contemplate what the audience you are trying to reach wants to read or what problems they are trying to solve.  Moz has other good questions and strategies for creating content that speaks directly to your audience.

Consider Format

If you’re feeling stuck, one way to break out is to think about varying your format. You may be in a rut by posting just written content.  Broadening your thinking by considering producing original video or still images can not only spark new ideas but also enhance your levels of engagement.  And what about quizzes or rankings (e.g. five tips for improving productivity after 5 p.m.) or questions (e.g. 10 questions to ask yourself to gauge the effectiveness of your marketing).  Or you might consider an offer –you’re providing something of value to your readers in exchange for a higher level of engagement.  (White papers that provide your expert insight work well here.)

Get out of your own head

One of the easiest ways to create new content is to brainstorm with others. Schedule time to brainstorm with your team and tap their fresh perspectives.  Then move to your client and their team. Having an efficient, productive brainstorm (we fuel ours internally with pizza) can help build a healthy content pipeline (where do you think this post came from).

Leverage the Data and Research Available to You

God bless the internet, amiright? You have a plethora of information at your fingertips – and thankfully Hubspot assembled a robust list of internet tools to help in the content curation and generation journey.

It’s okay to get stuck – it happens to everybody. Take the time to hit pause and go through these simple exercises to reset and get a fresh perspective on your content, your organization and what you can be providing to your target audience.





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POSTED IN: Marketing, Owned Content

Casey Prentice

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