Wedding season is a great time to reunite with old friends, upgrade your wardrobe, spend more money than you have -- and, if you’re a marketer, reflect on your content program.
You read that right.
Remember the old wedding rhyme “something old, something new, something borrowed, something blue”? That refers to the garments a bride should wear on her big day, but it’s also great advice for content marketers.
Content marketing is a great way to raise brand awareness and direct new visitors to your website, but it’s also a huge time commitment. Success relies on a steady stream of relevant content, which becomes a problem if you run out of new topic ideas.
Don’t fall into the trap of writing just to write. When the pipeline runs dry, remember this mantra:
Something old. Look back at the content you’ve produced so far and identify what has worked well. Is there a blog post or byline in particular that everyone loved? If so, can you recycle it with updated data and insights? Can you write a part two or create a series?
The answer is probably yes. If not, you can at least repurpose the content on social media to spark a new wave of engagement. It takes a lot of time to write great content; make sure you’re getting the most out of your investment through rigorous, ongoing promotion.
Something new. Of course, you will still have to come up with new ideas. For completely fresh content, consider conducting a survey to collect data. Data will open the gates to a variety of new story ideas while allowing you to weave in graphics and other visuals that boost engagement. If a survey isn’t an option, try aggregating data from other sources, adding new insights to make it your own.
Something borrowed. Have you ever looked at another company’s site or read an article and been like, “#*%$, I wish I thought of that!”? We all have. You can’t plagiarize, but you can certainly cover someone else’s material, add your take, and link out to the original copy. In fact, engaging with influencers is a great way to gain visibility.
Something blue. The news is a gold mine for content and a great way to lure in your audience. Take a current event and add some color. How does the news impact your industry? Will it affect your customers and clients or their businesses? You get the idea.
A silver sixpence in her shoe. A what? Most people don’t know this line because it was dropped from the original English rhyme. We’re bringing it back for this article because it’s an important tip for content marketers. If you produce a strong piece of content, put some money behind it! Run a paid social campaign, for example, to attract your ideal customer to your company’s page.Pay heed to these tips, and remember: You might have to go to 11 weddings this summer, but your audience has no obligation to visit your website.