content marketing“I would like to publish a blog, update my company’s online resource center or try another form of content marketing, but I don’t have anything interesting to share. Nothing new and exciting is happening right now.”

Have thoughts like this ever held you back from launching a new marketing initiative?

If so, you’re not alone. One of the biggest content marketing challenges is coming up with good content to share – whether you’re just getting started in content marketing or are running out of ideas to meet an aggressive publication schedule. The B2B Content Marketing: 2012 Benchmarks, Budgets and Trends Report revealed that 41% of B2B marketers are concerned about producing the type of content that engages prospects and customers while another 20% are concerned about how to produce enough content.

However, I always question marketers who believe that they have nothing good to share. If your company has nothing interesting to say, how have you remained in business for so long?

You probably have all kinds of interesting stories and ideas buried within your company, which means it’s just a matter of knowing where to find content. Here are three in-house sources that can help you identify amazing content:

This is the third post in a series about B2B content marketing fears. Be sure to check out the other posts on how to get content marketing buy-in and competitors stealing your content.

What about you? Where do you find ideas for interesting content? Feel free to share your comments below.

4 Responses

  1. Hi Rachel,

    Thanks for a great post. I agree that all of those
    sources are perfect starting points for good story material, especially
    for today’s overburdened marketers.

    I try to go a step further
    and reach out to customers directly for case studies, videos, guest
    posts, etc. Info from sales and support teams is always valuable, yet
    first-hand conversations with customers can take all that info to the
    next level: a one-to-one relationship.

    Whether it’s through
    social outreach on Twitter or LinkedIn, meeting at conferences or local
    events (and/or hosting those events or visits), or in some cases,
    posting blog comments, these days we can all open new doors without the
    middlemen by going right to the source! I’ve found that the extra time
    involved usually pays off, so using an approach that combines both
    direct and indirect outreach tends to work well.

    Really glad to have found this blog. Looking forward to more insights. Cheers!

    1. Hi Hunter,

      Thank you for your comments! Yes, reaching out to customers is essential – whether you do it yourself, use social media or find these customers from your other teams. I wrote a few articles about this such as “15 Ways to Get to Know Your Target Audience” – and one that includes info on how to make it easy for customers to give you testimonials – 

      By the way, I’ve been using Aweber for a few years. I like the analytics that it offers. 


  2. Excellent post. You definitely want to make sure you’re utilizing all of the resources within your own company when it comes to generating content. You also want to make sure that you’re listening to other industry experts and your customers as well. 

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