How can we create content constantly forever and ever? It’s a common question that people ask me and, of course, those that know me know how difficult it is to stop me talking about things because I’ve got a lot to say.
But, considering that I do a daily podcast, day after day and on the various things of marketing, I don’t think I’m ever going to run out of things to say.
I expect to do this daily, weekdays, forever and ever until I drop dead, (possibly a couple of years before that) but there are sources galore.
Now, in your head you’re thinking, “Oh but we have to blog. We have to produce content. We have to produce newsletters. Once I’ve talked about all my products, once I’ve talked about my service, over and over, I’m going to run out.”
“What else, what else, whatever else? What can I say? What more? Where is it going to come from? I’m not going to invent new services just to have something to talk about.”
But you’re thinking of it all wrong if that’s your opinion. What you’re doing is thinking of only what you have tucked away inside your head and your thinking it’s limited and it’s going to run out.
But you are not the only source of your content. I’m going to give you lists. Think of ways of creating content that can be repurposed and just have to be written. You’ve got video. You’ve got podcasts or interviews.
Who are you going to interview? You have staff. You have suppliers. You have customers. You have potential customers. You have past customers. You have friends in the trade. You have industry experts.
All of those people can be interviewed.
What type of information can you get from them in the interview? How about a day in the life?
Say, you may have service engineers, maintenance engineers. Some people would be very interested to find out what they do all day.
They visit someone’s premises to do their work and they may be in there for 30 minutes but what do they do for the rest of the day? Explain what’s involved.
Then there’s behind the scenes. For example, say you’re an ecommerce business. You pack the goods and people would like to know how do you get all the orders out of the door on time. How many orders? How fast is it? How many people pack? How are they packing? Where does it go?
Do you use conveyors, Amazon style, or you’re running around and… How does it work? People want to know if you’re real.
How about suppliers? What about day in the life for them? How do they get it out?
You may be thinking theta they won’t be interested in helping or talking to you or being interviewed. But, if you’re talking about your supplier, you are also promoting them, for free. I’m assuming that they’re going to want the free marketing, too.
Say your supplier is Joe Bloggs And Company, a fire extinguisher manufacturer or something like that. You can do a full feature about them.
How about the history of their business? Have they been going a long time? They may have a pretty poor website. Interview them and get the full history. Write it all down.
When people look up that supplier in Google, quite often your article is going to pop up high in the results. They’re going to look. They’re going to read your article. They’re going to think, “Ah, you’re one of their top distributors.”
Case studies are fantastic, especially case studies of customers. There is nothing more convincing than talking about your customers and how they got a benefit from using your product or using your service.
You can do it in interviews. You can do it in written form. If you cannot do it yourself, you can outsource this. Go to Freelancer. Go to Elance. Go to your local university. Talk to journalists or journalism students.
Those journalism students will always need a few more dollars to buy their beers in the evening. They’d rather do that than stack in shelves in Tesco or Wal-Mart.
They’d much prefer doing something related to their vocation and studies. Think about that.
What about, how your products and service works? McDonald’s famously did this in Canada. Customers asked how they make the photos and the pictures on the menus look so fabulous when the real burgers don’t look the same? Do they stuff them with extra ingredients and make them especially for the photo.
So, McDonald’s produced a video where some senior lady from McDonald’s went to a store with a camera behind her, ordered one, got the whole thing and jumped out into a car.
They then rushed to their photographer who was already set up and they showed how they make that genuinely ordinary burger (they showed was a real one like we get in real stores) and converted it into a photo.
Fascinating! It got a lot of views on YouTube.
So, there are no excuses. Content will last forever and ever. There’s always going to be something.
You can curate other people’s content. You can comment on other people’s content and give your opinion on it.
How do so many newspapers talk about one single story? Somebody must have been first but the others aren’t copying, are they?
There you go. It’s never going to run out.
Okay. Today, we want to talk about our friendly fellow and I want to talk about more relevant businesses, people you can emulate. This one is for K2KStars. They run performing arts studios in UK.
I think it’s southeast London based and they do dance and they performing arts, things like that for kids. But, one of the reasons their Twitter profile does so well is they are so engaged.
As you can imagine, it’s not just the photos and the images and the videos. It’s because they’re real. They’re genuine. Kids are finding themselves. They’re improving their lives and it shows.
This is not some glam show. This is not Britain’s Got Talent type of stuff. This is real. They’ve got friends. They’ve got family. They all want to see and share their kids having fun.
They also have other people who want to know how it works before going to a class and they love it.
Another one I like of course is our podcast sponsor, Rainmaker. If you want a fabulous website and you want life easy and you want to develop a marketing system.
Rainmaker also includes all of the teaching, just the same as we teach it at Marketing For Owners. It’s worthwhile.