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The Better Social Business Blog

Journalizing work in the trenches of all things web, social & interactive
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Content Marketing: 4 Tips for Content Inspiration Just In Time for 2014

Author: Mayra Ruiz-McPherson

On 13, Nov 2013

A new infographic from LinkedIn Marketing Solutions, the network’s business development arm, shows that 93% of B2B marketers are using content marketing, 73% are creating more content than they did last year.

Do you know what this means?

It means that if you are a content marketing officer or director for your company, you need to get a jump start on content *now* for the following year.

Those of us who create and curate content regularly *know* how significant the burden of good, creative, informative and shareable content can be and/or become. It would be wise to proactively organize relevant, strong and branded content ahead of time to help your brand get a good content jump in the coming new year.

Where to start

Where to start is as good as your own marketing back yard!

  1. Blog posts and press releases from Q1 and Q2 2013
    Go back to content on your blog or news room that was published earlier this year. Are there any stories, trends or news that would benefit from a follow up or a “where are they now” kind of angle? Leverage existing narratives, especially those with a high degree of visits or user interaction, to perpetuate or update a story angle where possible.
  2. User comments and status updates
    Surely someone in your organization is responsible for responding to user interactions on your company blog and social media outposts. However, you should culminate through at least the last 30-60 days of comments, tweets, conversations and status updates made by those who follow or like your brand, subscribe to your blog and so on to seek out interesting commentary worth a follow up or two. Sometimes, you can glean insightful content ideas from your own online community.
  3. Big Data
    Ahhh yes! You knew I was going to say hit the numbers and the analytics, didn’t you? :) Well how could I not? A good content strategy will absolutely incorporate “what the numbers are saying and not saying” in the analytics reporting. Look for number and traffic patterns that reveal what content is converting or driving relevant traffic to find points of content inspiration for the coming new year.
  4. Social Media Numbers
    In addition to big data, you should also review the numbers on social. What tweets got the most RTs? What hashtags garnered the most interesting conversation? What photo or video shares seemed to have more impact than others? Which pins or boards got more love than others? Collectively, the social media number and engagement tapestry will tell its own story and help you milk out even more content ideas when all social activity is viewed collectively vs. individually per platform.

There are so many other pockets, nooks and crannies to find content inspiration beyond the above but hoping the tips shared here will help you to start digging out new content strategies based on your existing published content and your data footprints in analytics and social.

Be sure to take inventory of your content “aha” moments and make lists of important content angles and story follow ups worthy of revisiting.

And remember, these tips are meant to help you increase and/or augment your already-existing content marketing efforts. The trends all point to increased marketing budget allocation for content marketing in 2014 which translates to a voracious need for, you guessed it, more and more and more content!

As a result, it’s best to start off the new year with an over-abundance of fresh content ideas and angles rather than not so get cracking my marketing friends and may the Content Marketing Force be with you!

Mayra Ruiz Mcpherson
Mayra Ruiz-McPhersonBrand Journalist and Digital Strategist Mayra Ruiz-McPherson is founder of Ruiz McPherson Communications (RMC), a marketing ingenuity practice based in Herndon, Virginia. Mayra — who also founded and launched the online career community SocialMediaJobsDC.com — often presents various digital and social media-focused topics tailored to business owners and senior-level marketing managers. She also instructs a number of courses, workshops and training sessions as well as provides private, on-site training on social media tools and strategies.

In between professional engagements, Mayra guest blogs and contributes content regularly to a number of publications both in and outside the Washington DC metro area. Mayra is also the editor of The Better Social Business Blog, "Pet Tech" columnist for the Virginia Maryland Dog Magazine, contributes an “e-Trends” column to the Loudoun Business Journal and is founder of the Loudoun Fairfax Local Bloggers Meetup group which mentors and helps local bloggers network, learn and exchange ideas.

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