The Science of Marketing

One of the greatest benefits of blogging is a steady stream of interesting content that can be used to engage and inform prospects. But constantly giving birth to new content can be a daunting proposition for marketers, technical experts and CEOs alike, all of whom have plenty of other business to keep them busy. Not surprisingly, the most common question we get when we talk to companies about blogging is, "what on earth am I going to write about once a week?"

If you’ve found yourself asking the same question, read on. What follows are some tips that may help you hatch the content your company needs for blogging success.

Scour the Farm

As a technology innovator, your company has undoubtedly produced materials that are rich with great blog content. Check out your inventory of white papers, case studies, newsletters and other collateral, and mine any interesting nuggets that present a unique viewpoint. You’ll be surprised at how many bullet points in your existing materials can be farmed for bloggable content.

Build a Stable

Before the thought of blogging overwhelms you, think about this: you’re not in it alone. Your company is chock full of experts who have something interesting to say about your company, solutions and market. Seek out and enlist experts from your company who can lend their unique viewpoint to your blog. The best sources are those who frequently engage customers, analyze your market or develop new technologies.

Go to Town

Often times, the best inspiration for a blog comes from outside your company’s walls. By staying current on industry news and following other blogs, you’ll find valuable triggers for blog posts that are relevant, timely and engaging - the type of content your readers will eat up. Linking to external content also brings valuable traffic back to your blog (and ultimately your web site).

Gossip with the Neighbors

Your readers are invaluable in generating content ideas for your blog. If someone takes the time to respond to an entry, it means the topic interests them, so feed off of reader comments to inspire new blog posts that cater to their interests. Not only will this help generate ideas, but it will help you build a loyal following.

Do you have other sources for blog content? Please share…

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