As consumers become increasingly sophisticated – and selective – in their browsing habits, so organisations are required to more carefully craft their content in response to rapidly evolving needs.
The Content Marketing Institute’s UK benchmarking survey claims that 87% of marketers across a wide range of industry sectors use content marketing as a component of their marketing mix, with the majority of non-users aiming to incorporate it into their plans in the near future.
This surge in interest naturally creates an ongoing requirement for the development of fresh content to populate multiple channels. So how do you keep up with demand while maintaining quality?
Start from the right perspective
Generating valuable content doesn’t have to be an arduous process. One of the ways your content can match your audiences needs is to focus on delivering answers to their questions – even the (as yet) unasked ones.
Fortunately, membership organisations are uniquely placed to review collective knowledge and best practice and turn into content; in fact, it is often their USP.
If you use your members’ questions as a start point, you should find plenty of inspiration for a wide range of content.
Here is an example from the Direct Marketing Association, with this tweet and article they are answering their audiences’ questions about the General Data Protection Regulation that comes into force next May.
How to use your members’ questions to inspire your content ideas:
- Collate your members’ questions:
- In person at events
- Via emails
- By asking staff
- By listening on social media to what people are talking about – because not all questions will come directly to you
- When you interact with members in any situation
- Audit your content – review and compare your members’ questions with your current content. Scrutinise analytics to identify your most popular content.
- Identify the gaps – what topics are your members querying that you are not currently not addressing?
- Decide the best format for the content. As an example, if a new regulation is coming, then a publication (and accompanying blog posts) might be more suitable than just a Facebook post about it.
- Produce a schedule for your new content and decided who is going to write which pieces. Could your next content title be a question (especially one that may crop up in a Google search, or on your site)?
- Use your web analytics to judge which topics are working best for your members and amend your schedule and content plan accordingly.
What do you think?
Could your content answer your members’ questions better? I’d love to know what you think.