Figuring out how to consistently create valuable content is an ongoing challenge for any brand publisher, so why do so many leave opportunities to easily create high-quality content on the table?
The majority of companies now organically generate a wide range of interesting content opportunities as a byproduct of their daily activities, including from sales and marketing departments, customer service and account management functions, internal communications efforts, and even executives’ social media profiles.
Day-to-day business operations can provide a goldmine of content and ideas, and sophisticated brand publishers have become adept at spotting and capitalizing on opportunities when they present themselves. But for many companies, such opportunities routinely go unrecognized, underutilized or simply ignored by their brand publishing and content teams.
- Repurposing content from virtual and physical events as written content in the form of thematic articles, Q&As, explainers and news posts.
- Publishing event audio as podcast episodes.
- Repackaging executives’ activity across social media channels, personal newsletters and blogs.
- Turning sales and marketing materials, client-facing communications and awards entries into case studies.
- Using formal internal communications such as presentations, webinars, company updates and reports to demonstrate thought leadership.
Brand publishing teams frequently face two challenges that result in regularly missed opportunities: the wrong mindset, and organizational barriers.
- Mindset: The simplest way to ensure a wide range of content ideas is to assume everything could be packaged, reworked or might contribute to a valuable and engaging piece of content. Brand publishing teams should be encouraged to assume that almost every piece of information could be used as the basis for a compelling piece of content, given the right treatment. In practice that won’t be the case, but creators who start from a position of “why not?” set themselves up for success by creating a much wider array of options.
- Organization: In many instances, brand publishing teams simply aren’t set up for success in terms of access to information. They’re often tucked away in organizational hierarchies under marketing or public relations departments and frequently operate largely independently from companies’ core businesses. Instead, positioning brand publishing teams more centrally within organizations and encouraging greater exposure to day-to-day company activities will enable them to absorb activity around them and spot content opportunities far more effectively.
Brand publishers should not be afraid to look across their organizations to ensure opportunities to easily create valuable content are not going to waste.
For more on how to adopt a content-first mindset and culture, solve for organizational barriers, and where to look for easy content opportunities, refer to the Guides and Resources in the Brand Publishing Toolkit.