Where to find original content to create marketing content?

Creating original content regularly for marketing is difficult

One of the most common objections I hear about content creation is: « How do I talk about my company to maintain regular communication? » And it’s true, it’s not easy to consistently find ideas, especially when you’re advised to publish 3 to 4 posts per week on LinkedIn. Where to find the time and where to find the inspiration for these ideas?

Let’s take a look at how we can do it.

Truth is, there are many solutions

For me, there are many sources of communication, and you need to know how to multiply them while building a base of reliable and regular sources to find all the material you need.

External Resources

In a world saturated with information, it is relatively simple to find content that can be re-used.

Several types of topics can be observed:

• Technological innovations
• Market trends or societal trends
• Reactions to news in your sector
• Expert columns: when you come across a column that makes you react, use your reaction to create content in response to that column (by citing it). If you are not an expert yourself, you can gather this reaction from a colleague more knowledgeable than you in your field
• General news: your company may sometimes be affected by general news, in which case do not hesitate to quickly react to events that generate intense news.
• Studies: you can buy or download studies related to your sector. There is always something to be gained from them

Where to find this content?

• General or specialised press
  • Many magazines or press titles could be cited. For example, I regularly get information from Lemonde.fr or the New-York Times, but also all US tech-specialised magazines like The Verge, Techcrunch or Wired. There are others depending on your sector, to be explored.
• X.com and Reddit: for me, these are the best social networks, the most cutting-edge and especially the freshest. News always arrives through these networks. All American tech leaders use X. It’s truly information at the source. You can find the best experts and researchers there.

• Blogs or press sections of SaaS publishers or foreign agencies: if you only publish in France, it’s worth looking for inspiration from other companies in the same sector as yours. They sometimes publish articles from which you can draw inspiration. A simple example: Shopify. Shopify regularly maintains a blog and publishes many very rich articles in English that can be a very good source of inspiration

Titles translate to: for retail, « The best apps for sales and store management »; for marketing, « What is marketing guerilla ? Explanation and examples »; for SEO, « SEO e-commerce: complete guide for your online store ».

Internal Resources

Company News

• Figures
  • In France, people don’t like to show figures. It’s a shame. It can be very useful to occasionally check with your board to get key indicators that you can stage or recount in an article or social media post.
    • Company results
    • Growth
    • Number of new clients, etc… Everything is worth transforming into good news and pride for your content
• Opening of stores/branches/offices/relocation
  • Everything is good to take as well. Your job: to be on the lookout for everything that happens in the company. And possibly, to set up ways to easily collect this information (I’ll talk about this again)

Other possible company news

• Events
• Appointments / new hires
• New products/services
• Awards
• Client testimonials
• Project launch / achievement
• Press articles

Internal Expertise

That is undoubtedly the most unsuspected resource of companies: its know-how and internal expertise (French article). It’s also because it’s the most complicated to extract. Asking people for time to share their experiences and expertise, those who have tried, have had problems. It’s not easy.

However, there are ways to implement this collection without it being a challenge for you. This material is undoubtedly the most valuable you have, as it is unique and truly represents your DNA.

• Experience feedback
  • Experience feedback is truly a way to tell your audience how you tackle your problems and how you solve them. It’s really the best way to show your quality, your strengths, your advantages without using commercial language.
• Expert tips / expert advice
  • Very close to experience feedback, these « tips » or « advice » can be very easily collected. It’s not about revealing secrets, but about telling how your employees daily manage the difficulties they encounter and how they overcome them. It’s also a very good way to showcase your employees and to show what people increasingly appreciate: the human aspect of a company.
• Client testimonials
  • I consider client testimonials as internal expertise because they reflect the total satisfaction of what you do for your clients, and they are truly the ultimate persuasion tool. A client who agrees to speak for you is the supreme sign of your strength. When you have satisfied clients, you absolutely must seek to get their testimony

Conclusion

This list is probably not exhaustive, and you may have other sources of information yourself. Feel free to comment on them in this article.

Finally, two pieces of advice:

• Set a goal of having at least 3 new pieces of content per week
• Organise yourself to always have enough to create these 3 new pieces of content. I will discuss this again in another article.