In my role as editor of the quarterly magazine publication for one of our clients, I am responsible for sourcing and curating content. One of the enduring challenges for marketing and communications professionals is struggling to come up with enough quality content to fill their needs. Here are some of the strategies I use.
Where does the content come from?
My top five tips for filling pages with really strong, relevant and timely content:
- Monitor what questions and pain points are posted in industry discussion boards or communities. This can be a great source for content ideas that address what members are grappling with right now.
- Work with an editorial council or board. Members of an editorial council can help recommend or provide feedback on topic ideas. They also help provide a wider network from which to draw, reaching out to contacts and connections as potential authors.
- Pose a question or topic in your own association discussion board. Every one of your members is a potential source for both inspirational successes, as well as lessons learned the hard way. Your members are experts in their industry, so look to them for answers. They love to share what they’ve learned with their peers, either by providing ideas and suggestions that can be compiled into an article, or by submitting their own full-length article on a given topic.
- Ask speakers for an upcoming event to provide an article that is structured around their planned presentation. This can help to build anticipation and drive registration for your event. Alternatively, ask speakers from a recent past event if they would author an article. This helps to extend the momentum for attendees, as well as facilitates sharing useful information with members who were unable to attend.
- Not all your content needs to be original. It’s OK to source articles reprinted from industry experts. Our members appreciate when we can bring great content forth, helping them sort through all the mediocre information they come across each day. Just be sure to secure appropriate permission first.
And, what do we do with it now?
Really strong, relevant and timely content is awesome! But once a magazine is published, please don’t leave all that valuable content hidden away between the covers. Repurposing content from publication articles helps build social media presence and drive traffic to your website.
My top five tips for repurposing article content:
- Post each article, individually, to your website or blog. This is different from posting the entire publication as a .pdf file or as an online version of your magazine. Posting as text helps your SEO! At the end of your article, include links to other related content or articles for those looking for additional information on that topic.
- Use the information in the article to create a short video or podcast to reach additional audiences.
- Tease paragraphs in your e-newsletter, linking to the full article on your website.
- Select two or three snippets from the article and strategically post about them to Facebook, Twitter and LinkedIn at set intervals, again including a link to the full article.
- Tag and compliment the author wherever possible. The author will receive notice, and will often like, comment on or share your post. Their connections are likely to take notice, as well, driving post engagement up.
Bonus tip: Bring your process full circle by tracking analytics to determine what content readers really respond to, and building on that for your next issue.
Please let me know if you have any other content tips of your own!