Published on November 25, 2013
36 Ideas To Grow From Good To Great Content Marketing In our Content Marketing Master Class, the first exercise is to develop two ideas. The first is an idea to change or evolve something that you’re already doing into something that would be made better with a Content Marketing Approach. The second is to create something completely out of the box - and innovative - to how you might revolutionize your content marketing approach.
The ideas that come out of this exercise are always affirming, inspiring and sometimes just downright genius. So, in the spirit of sharing some of the best ideas that we’ve seen, here are 36 ideas that are the seeds to growing good content marketing into great content marketing. Maybe they’ll inspire you to grow your own.... Disclaimer: Answers were mostly unedited from our Master Class attendees.
# 1 Do a better job incorporating our brand’s story into the content we publish.
# 2 Educate Clients better - Instead of content that we think speaks to students, poll current and future students about what draws them in.
# 3 Firm has reorganized into 4 markets - develop a “why” mission statement for each one.
4 # Be more fearless in our storytelling by being more vulnerable and human by admitting weaknesses.
# 5 Use emotion-optimized blog titles not keyword, optimized titles
# 6 Improve how our sales team is involved in sharing content via LinkedIn. Give them a strategy.
# 7 Less blog posts about new releases, more posts that show people how to do something step-by-step.
# 8 Documented content marketing strategy focused on the human (person) not the “persona.”
# 9 Develop a mission statement.
# 10 Fewer, bigger, better - don’t try to tell EVERY story.
# 11 Audience engagement - develop content that encourages all aspects of audience engagement.
# 12 When a customer makes a mistake, educate the whole customer base in real-time.
# 13 Better segmentation of content, based on personas.
# 14 Ask customers what they want to learn more about (regularly).
# 15 Convert white papers to eBooks.
# 16 Bet on the future of SEO - create a list of trending keywords for our new site.
# 17 On our website, every product page should include a button: “Have you used this product? Click to share your story.”
# 18 Build website content around emotional storytelling theme.
# 19 Video series: interviews with facility managers to talk about their concerns and how they are solving problems for building occupants.
# 20 Let our CUSTOMERS create demand for our service instead of us. Create online “magazine” with content THEY produce; recipes, weight loss tools & tips, etc., we “moderate.”
# 21 What is our TedX?
# 22 Incorporate storytelling into more assets (i.e. videos, demos, interactive assets) to make them less vanilla & more relevant to things going on in the world.
# 23 Create a content series (writing, videos) that is completely unrelated to the job of our customers, but appeals to them on an emotional level through humor/interest.
# 24 Sponsor cable TV shows on history of Wall Street.
# 25 Hosting a health/wellness conference - invite other professionals, mixed with general public.
# 26 Crowdsourcing of content - use the engaged community to source and share great content, to append their point of view.
# 27 Creating an emotional brand connection, affinity for our new product across all touchpoints by solving problems. PR, Outbound, other tools
# 28 Making recruiting sexy, do video and radio shows. Host events to bring candidates and recruits together and to learn from each other.
# 29 Produce emotionally engaging video content that highlights our client’s success; don’t produce focused, case study-like videos.
# 30 Engineering heroes - short documentaries about famous engineers and their stories - engage, educate.
# 31 Interview inspiring people who use technology to make the world a better place.
# 32 Add “What we’re reading” section to website highlighting Execs’ recommendations,industry articles, speeches, testimony, etc.
# 33 Make Facebook true hub of patient interaction.
# 34 Content ideas: Gamification as a means to create content “wiki-style.”
# 35 Library marketing - extract stories from research questions and turn them into compelling successes that create demand for library research services.
# 36 Develop a people section on our website (300 employees) that engages! Tells stories!
Do you want a private content marketing master class for your organization? Please contact Robert Rose at Robert@contentinstitute.com to find out more. For a list of complete Content Marketing Institute events, visit http://contentmarketinginstitute.com/events. The Content Marketing Master Class is a production of Content Marketing Institute, Publishing Executive and Target Marketing.
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