The Marketing Insider bi-monthly newsletter
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Issue #42
October 6, 2022

My take on the intersection of marketing + life

Hi 👋
It's Elizabeth Rago here. I'm stepping into the TMI this week… Say HI to me here on LinkedIn!

One of the most frequent questions we get asked as content creators is “How do you come up with so many ideas?”

I get excited when people ask this question as it gives me the opportunity to plant some “idea seeds.”

Why? Because content is everywhere and you simply have to shift your perspective to discover it.

Here are five ideas to get you started if you’re at a loss for drumming up content.

  1. Hit up the complaints. Nobody likes it when a customer is unhappy, however addressing concerns head-on is a fantastic place to start when it comes to new content ideas. Identify pain points and then clarify the reason why your company functions the way it does in an informative article or smooth out common areas of confusion in a Q&A-style post.

  2. Tell your company’s origin story. Dig deep, tap into the history of your business and expand on how your team has impacted the lives of customers and on an industry level. Be honest and transparent, and talk about what hurdles your company has overcome to get to where you are today. Expand on how the approach has changed over the years to fill the needs of your customer and why coming to work every day is worth it

  3. See what your “neighbors” are doing. People conduct business differently, especially when they are in different parts of the world. A quick search of your industry/business type and one of your favorite cities across the globe can provide inspiration for blog posts and social campaigns. Remember, don’t copy ideas, instead, use what your colleagues are talking about as a springboard to highlight your business’ unique approach, insights, and mission to make an article uniquely your own. For example, everyone’s talking about diversity, equity, and inclusion (DEI), but how is your business addressing and creating a space of belonging

  4. Time travel. Take a look at blog stats from a year ago and freshen up top-performing posts that eTake a look at blog stats from a year ago and freshen up top-performing posts that engaged well with readers. Ask yourself, “What’s happened over the last year that this post is not addressing?” Update stats based on the current landscape of your industry to make the post more relevant.

  5. Listen to your team. What are common FAQs your sales and customer service teams are hearing from customers? Keep a running list and answer questions one at a time in a detailed blog post or social campaign backed with industry stats. Once you’ve gathered all the FAQs, create a page on your website where your team can direct all customer concerns in one fell swoop.

So many things are vying for our attention. When all else fails, back up and step away from the computer.

More green/less screen is my motto, especially when I am attempting to force the creative process. A quick lap around the block can help relieve mental fatigue, allow the prefrontal cortex of your brain to recover, and get those creative juices flowing again.

Coming up with content ideas can seem like a daunting task but it doesn’t have to be. Often if you step back and tap into the knowledge you already have, a floodgate of ideas will start filling up your content calendar.

And if you need a fresh perspective, the Zissman Media team is always here for you.

All the best,

Stuff worth reading

CMI: What will it take to drive content marketing forward?

Forbes: Is it time for a breakout for B2B marketing?

MarketingProfs: Four steps marketers can take to drive growth during a recession.

Marketing Insider Group: What defines a quality content marketing strategy?

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Companies across industries are building digital solutions to compete for consumer attention and meet demand. Embedded insurance offers a unique opportunity for those that want or require their business customers to purchase commercial insurance coverage, streamlining the customer experience and closing coverage gaps... Read more.

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