WHERE to Find Content - For White Papers or Blog Posts
By Michael Stelzner
You need to write a white paper (or a blog post) on a specific topic. BUT, where do you find valuable content.
This is the subject of a recent MarketingSherpa article.
The article proposes these places to find great content that is already written:
- R&D department data that went into creating the product in the first place
- Customer surveys
- Great third-party articles and white papers (it’s OK to talk about content that’s not your own.) “”Become a voracious reader, take in a lot of new data,” advised IBM’s Jacques Pavlenyi.
- Video and/or audio interviews with customers about their own pain points and strategies (note: NOT just testimonials about how great you are.)
- End-user surveys and stories. “Talk to end users. They love to talk about the job they do all day long.” noted Lynn Tornabene, VP Marketing DoubleClick.
- CEO studies. IM said they do a 700-CEO study every year to figure out what keeps their clients and prospects up at night. “Of you can articulate the marketplace’s pain enough, the sales cycle can collapse,” noted BluePrint’s Santucci.
- Content (or ideas for content) that’s on your own in-house Intranet or wiki.
Let’s here from you: Where do you find your best content?
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