Your Company is Already Generating Content and You Don't Know It!

So every time I start working with a new client, one of the BIG questions is: Generating content requires hard work, time and ideas, where do we even start? Usually, my answer is: "start from inside". Yes chances are that you and your team are already producing the kind of content that may be valuable to your audience.

What kind of content is inside your company?

It doesn't matter whether you are a designer or marketer, you will have people in your company who are involved in producing and consuming content every day. But are you aware of the diversity of content they are producing? Every single employee may have a different personality, with different talents, likes, dislikes, and beliefs, but they are also working towards the same thing. If your company produced its content the way you would work on a new project, at the same pace and energy, this is your audience. It's your target audience. It's a different person every time they interact with your brand. The aim is not to show up and be amazing all the time, but to show up when your target person is. What makes your audience unique? You are different from your target audience. Why?

What kind of content can you create to help?

How can you use content to create great experiences and serve your audience? For example, you have a product that helps consumers save money. The best way to use that content is to have a show where you introduce people to the products and demonstrate how they can really save money. You might even do a product review where you discuss which products help people save money the best, and then provide helpful tips for each item to make the process easier. How can you use content to educate? I've heard this so many times, "I've got some great tips for my customers, but I don't want to get too technical". When I ask people why they don't want to get too technical, the answers I get are almost always this: "because I know that technical topics will really only appeal to technical people".

Conclusion

Consumers and the media is turning in on us all. Never has there been such an intense focus on authenticity. In the eyes of the consumers who control the money, social proof is the key to happiness. To persuade those consumers, marketers need to learn how to take the guesswork out of creating great content, as well as put their clients, brand, and partners at ease. This post originally appeared at glynncohen.com. "> Generating high-quality content is hard. You don't just want the content to be valuable to your audience. You want the content to be valuable to your prospects and customers. Once you make it to the top, being your authentic self is critical, but having a media team to filter through the nonsense and give you the critical message of the day is almost impossible.