“We’ve got nothing to tell!”

It’s one of the most frequent comments we hear when discussing a program involving content generation. Yet the truth of the matter is, in all likelihood you have more to tell…much more…than you can imagine. You can generate flow of information that can begin now, building upon itself to last indefinitely.

You can find information in a number of ways. Here are six. And each is worthy of an article unto itself. The key is to use professionals who can interpret the data and turn it into “newsworthy” content for multi-purposed dissemination to your diverse audiences.

  1. Your own company literature – Start with literature about your company, equipment, processes, etc. Check out any white papers that may have been written…even if not current. There’s a wealth of information, which can be updated into new presentation. Not only is sales literature helpful from a copy standpoint, but it will also provide graphic elements for reuse.
  2. Your  website –  A well maintained and frequently updated website is another great source for company information. The material can be taken and reformatted into informative new content for dispersal.
  3. Your PowerPoint presentations – In most companies PowerPoint presentations are a valuable means by which sales presentations are made. They are also a means of introducing employees into the intricacies of a new machine or process. Too, they are chock full of treasures worthy of email dissemination.
  4. Your employees – Want to get the lowdown on a particular step in the manufacturing process? Talk to the folks most closely identified with it. That means the tool guy. The CNC operator. Other key players. Not only can they tell you why what they are doing is so exciting, they get the chance to demonstrate their pride in the company.
  5. Your sales representatives – Because they are closest to the customer in most cases, your sales representatives can tell you all about innovative breakthroughs, things that have made the difference in giving your company the business as opposed to another competitor. They can guide you in what to say…and what not to say…about a particular application.
  6. Your customers – And finally the customer. Think about ways to involve the customer in the solution. Possibly a joint case history that can show off the attributes of both without sacrificing confidentiality. Satisfied customers are your best marketing communications resource. Use them!

So the truth is there are many ways to get good content onto your web site and a blog. What makes it seem overwhelming is the thought that you have to build it in a day. Slow and steady wins the race. If you start now, you can have a substantial amount of good content on your site in just a few months. And you can do it in small, incremental steps that won’t drain your time away from all the other critical roles you play in the shop.

If you’d like to learn more about how a Productivity Marketing program could help your business, contact Ross Hudson.


About Ross Hudson

Ross Hudson is a 30-year advertising and marketing veteran with particular experience in the business to business arena.
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