Last week, we took a look at two mistakes that may be impacting your content marketing, giving up too early and not marketing your content. Continuing with our theme, and thanks to Content Marketing Institute for their inspiration, we’re going to look at another two mistakes today.
Mistake Number One: Your Offerings Have Become Passé
This mistake is really about two things – not producing enough new content, and not thinking outside of the box with your existing content offerings. Both can be problematic.
Not Producing Enough New Content
I am a firm believer in quality over quantity when it comes to content. Yes, I write a lot myself, but that doesn’t mean I advocate it for everyone – it’s just what works for me.
But when you’re producing content, it’s all about “what have you done for me lately?” If you’re not reminding people that you’re out there, and providing them with value, they just won’t think about you at all. It’s as simple as that.
So you may not need to publish a new blog post or produce a new video every week. But you can’t let months go by without offering NEW content of value. And there is SO much that you’re already doing that can be fodder for good content that there’s really no excuse.
- Sit down and give yourself the writing prompt “I am often asked…” What is it that your clients regularly ask you about the law that you’re always answering for them? Turn that into a blog post or a whitepaper – if a few of your clients are always asking you something, the likelihood is that others who are NOT your clients but are in the industry are wondering the same thing. Why not share your wisdom and expertise with them?
- When new legislation comes out or cases are decided, do you email some of your clients with the impact that will have on their business? Take the content of those emails and turn it into a general article or blog post that you can use to explain to a generic company in the industry how the same legislation or court decision may impact THEM. It just takes some tweaking and removing of any confidential information to repurpose something you’re already doing.
- If you’re speaking at conferences on a subject, take your presentations and share them on SlideShare. Turn them into a series of blog posts. Pull out the most salient points and create a short video around them.