4 Easy Ways to Create Good Content

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Marketers often struggle to create useful information for prospects to download from their website. Yet much of this good content already exists -- while even more is constantly being created (and lost) by a company’s subject matter experts.

Here are four easy ways to find or create engaging web content that you may not have considered:

1. Get People Talking – Regrettably, most subject matter experts don't have the time or interest to write web content. However, they are often quite happy to share their expertise verbally with the marketing team. So an easy way to create good content is to interview your resident experts and get them talking about solving the business problems a customer or prospect might face. Once transcribed, this useful content can be repurposed into multiple blogs, white papers, etc.
2. Send Up a Flare – Your subject matter experts invest hours or even days preparing speeches or presentations without realizing that the documents they prepare often have great value as informational content. An email request can help you collect such “lost content” within your company.  Marketers’ internal solicitations can yield a treasure trove of usable material – feedstock for multiple blogs, white papers, videos, and the like.
3. Check the Back Room -- Most companies accumulate years of white papers, sell sheets, and other marketing materials that can be easily updated and repurposed into new web content. With minimal editing, a sell sheet, for example, can be morphed into multiple blogs -- even longer “how to” informational pieces. A single white paper can begat weeks (even months!) of informative blog posts.
4. Bring the Camera – Videoing a presentation or speech can provide you with multiple items of timely informational value from your subject matter experts. When downloaded to YouTube, these video clips should also include an offer for additional information, a tactic that can continue to bring prospects to your website for years to come.

Good content should mirror the personality and values of your firm and its subject matter experts. It is everywhere, once you know where to look for it. The trick is to capture it and repurpose it so that it can be used to help generate leads and sales.

Do You Struggle to Create "Good Content"?

If so, Leadsource can do the work for you by interviewing your subject matter experts -- and re-purposing your existing content -- into informative content that prospects are looking for. To find out how easy (and inexpensive) it can be, contact us at sales@leadsource.com, or call us at 412.922.6415.