- Sep 11, 2015
- By Lauren Lutz
- In Content Marketing
Why You Should Ask Your Marketing Team for Custom Content, and How to Produce It
Are you running out of content ideas? If so, it might be time to turn to your colleagues to get some fresh insights. Generating custom content is essential for bringing in new leads and building quality relationships with customers — after all, you can solve their unique problems with your blog posts and other resources, like eBooks and whitepapers. Plus, Google has made it clear that they penalize sites with duplicate content and reward those with original material by putting them higher in the search rankings. Not only does custom content help your SEO, but it is also a great way to engage your target audience.
Though content creation is one of the most important marketing processes, developing this content is often easier said than done. The good news is that when the well runs dry, you do have one very important resource at your disposal: your marketing colleagues! The key to consistently getting quality content from your team is explaining its importance and outlining clear guidelines for how each member should contribute.
Your Team is Your Biggest Asset
In order to increase website traffic, you need to produce original content that provides value for readers. The best way to get new ideas and material for custom content is to ask your team for input. They know your industry best and can be a valuable asset when it comes to improving your company’s marketing processes.
Your marketing team is made up of many different people with diverse knowledge and experience. You can take advantage of all of this industry expertise by asking each member to contribute to your company’s content efforts. For instance, the tech staff may have insight into what questions customers often ask. These are great starting points for future blog articles. Another example is marketing managers who interact with other teams within your company. They have a unique perspective on how each piece of the marketing puzzle fits together and may be able to look at content from multiple angles.
Motivate Individuals to Contribute
If you want individuals to contribute ideas and material, it is vital that you communicate the importance of regularly producing quality content. Those members of your team who do not often deal with content creation may not know how custom content can lead to business growth. If your team understands why it is important and how they fit into the process, then they will be more motivated to contribute.
A great way to communicate the importance of original content is by showing your team in real terms, like facts and statistics, how custom content impacts your company's bottom line. For instance, if a piece of custom content has performed drastically better than a more generic one, share that information with them. You could also show them research on the effectiveness of quality content in lead generation and conversion rates.
Provide Guidelines for Production
Many members of your marketing team may not have experience creating content , so it is also important that you provide clear guidelines and expectations for contributions. Begin by explaining what you need and why you need it. Do you want your team members to provide ideas or outlines for an e-book? Or are you asking them to draft a blog post? Be sure to provide tips and strategies for the different content formats. You should also set clear deadlines so that the members of your team can plan their time accordingly.
In addition to outlining your expectations, provide constructive feedback. Chances are your entire team is not made up of writers or creatives. If you want them to continue providing valuable material, you will need to offer a little guidance and encouragement along the way.
It’s a Win-Win
Each member of your team plays a role in making sure that your company’s marketing processes are running smoothly. Content creation is no exception. And, if they’re hesitant to write for you because they don’t feel their work will be high-quality, assure them that it can be edited and you that you’ll help them by giving clear directions from the start. By asking your marketing team to work with you to create custom content, you can help your company grow by boosting SEO and increasing audience engagement. Plus, your company will be seen as a thought leader in your industry, and there’s no better way to set you apart from the competition.