Content marketing inspiration – three places to look
If you’re writing a blog, recording a podcast or filming a video like this, it’s not always easy to find inspiration for fresh content.
In this video, I’m sharing three places to find inspiration for your content marketing.
I’m a huge advocate of content marketing. Creating and sharing valuable content is a seriously effective way to attract and engage with your target audience. It helps to build trust and position yourself as a subject-matter expert.
But it isn’t always that easy to find things to write about or talk about. So here are three handy sources of content marketing inspiration for financial planners. Just one of these will ensure you never run out of content ideas and topics again, but all three will mean you’re virtually swimming in content inspiration for the rest of your career.
First up then, is the They Ask, You Answer approach. This They Ask, You Answer approach was coined by Marcus Sheridan in his book of the same name. It’s incredibly simple and incredibly effective. All you do is listen out for the questions your clients are asking, and then create content to answer those questions.
Sheridan used this They Ask, You Answer approach to rescue his swimming pool company when the recession hit in 2008. He did this by answering every question a potential customer could possibly have about swimming pools, in the form of blog posts. So this is about becoming a teacher.
Now imagine doing the same as a Financial Planner. Each time you meet with a client or chat to a prospect on the phone, pay attention to the questions they are asking. I think as professionals; we’re often blind to some of the more fundamental questions consumers ask. Because we’re dealing with these topics day in, day out, we treat the questions as assumed knowledge. After all, we know the answers, so surely everyone knows the answers to these questions?
But never neglect the power of a great answer to a simple question. And if you work with a team, ask them to make a note of the questions they hear too. Your colleagues, especially if they are in non-client facing roles, might listen to questions from a different perspective.
Once you have this bank of client questions, answer them in the form of content. You might write a blog post, with the question as the title and then the answer in the body of the blog. Or you might record a podcast interview with a colleague or another subject-matter expert so that you can answer the question – or a series of questions – during your conversation. Or you could record a video like this. That’s precisely what I’m doing right now – I’m answering a question from a prospective client, where can I find inspiration for my content marketing?
The second source of content marketing inspiration is to look at what’s in the news.
I eat my breakfast each morning listening to BBC Radio 4’s Today Programme. Without fail, there’s a personal finance or business-related story on Today each morning, which I can turn into a piece of content.
If I look at what’s hit the news headlines this morning, there’s no shortage of content inspiration. What’s topical today that you could share your insights about in the form of a piece of content?
The third source of content marketing inspiration is product provider research and reports. Product providers love carrying out surveys. You can create content talking about these and add your spin, your insights.
There’s a couple of good ways to access this product provider research. One approach is to ask them for it! Speak to your account manager and ask them to add you to their press distribution list. Or lookout for stories in the press which reference product provider research, and then look up the original research on the provider’s website, in their newsroom or media centre.
All three sources of content inspiration – they ask you answer, what’s in the news, and product provider research – these all give you an almost unlimited amount of content you can create for your clients.
Where do you find inspiration for your content marketing?