No matter how experienced the writer, creating powerful content is always a challenge. That’s why it’s important writers have a process in place whereby they can reveal newsworthy pieces of content that will resonate with readers. The beauty of such a process is that it can be employed internally or shared with a third-party blogging service.
Ultimately, your process will hinge on your content sources, of which there are two: internal and external. Internal sources include sales reports, client feedback, and discussions with the sales team. Each of these sources is a window into what makes your clients – and, by extension, prospects – tick. By speaking directly to these issues, and when presented in a compelling, newsworthy way, they will inevitably draw attention.
As for external sources, they include industry-related magazines and publications, benchmarking surveys, and applicable news stories. It’s important to put a personal twist on these stories, as it adds a unique, original element to the content (after all, search engines frown upon purely recycled content) and also conveys a sense of expertise.
The good news is that there should be no shortage of powerful content sources. The challenge, however, is in execution: taking these sources and creating something that is entirely unique and interesting to readers.