You can’t buy content by the bit
Ever since content marketing became buzzworthy, there has been no shortage of folks who want to sell it to you. Make sure you know what you’re getting.
Many are actually selling a monthly subscription to a software-as-a-service product that simply provides you with a dashboard for content marketing—not the content itself. Focusing all your content marketing efforts on a content conduit is an imbalanced approach. Conduits don’t create the quality content you want to promote, they transfer and track it.
Answers make good content
Good content answers all of your customers’ questions.
What questions do your customers ask? I am sure you can think of many. Your answers to those questions are primo content.
What questions don’t your customers ask, but they really should? Your customers may not be experts on every single topic related to your shared industry. When you help them solve problems they didn’t know they had, they’ll appreciate you even more.