5 smart ways to create additional content for your company blog!

by Mack Collier

How many of you have considered starting a blog for your company, but really have no idea how you could blog on a regular basis?  I get it, most bloggers have this problem, hell I constantly struggle with getting posts out on a regular basis and keeping the content fresh here.

But over time, many bloggers have learned how to either repurpose existing content, or to create new content that can be distributed via multiple social channels.  Here’s some ideas for taking content that your company is already creating, and using it on your blog.

1 – White papers.  Or case studies, or research papers.  You’re likely already sharing these with your non-blog audience, why not turn them into blog posts for your blog?  Did you write a white paper on ‘5 Ways the Cattle Industry Can Modernize For the Next Decade’?  Then why not turn that into a 5-part series of posts?  Maybe update the content a bit, add a tweak here and there, and you’ve gotten a couple weeks worth of blog posts right there!

2 – Internal Power Point presentations.  Some of these will definitely have content that you don’t want to share publicly, but if it’s fair game, add them to SlideShare, then embed them on your blog!  Each deck can be a separate blog post!  Just add a quick explanation, and there you go!

3 – Video interviews with company executives and customers.  This is how Robert Scoble made a name for himself at Microsoft.  He went around Microsoft interviewing the people that worked there, and blogged it.   The videos were remarkably effective in letting Microsoft’s customers ‘get to know’ the people that worked there.  You could do the same thing for your executives as well as customers!  The videos could not only be embedded into posts on your blog, they could also be housed on your YouTube channel!

4 – Industry events and conferences.  Oh you can create a TON of content at events that can benefit your blog and other social media efforts!  First, you can take pictures.  Those pictures can then be posted to Flickr, or Twitpic, or Facebook, or…..in a blog post!  Next you have video, you can create a ton of video about the event itself, and also you can interview company execs about the event, or thought leaders in the industry and speakers at the event!  Finally, you can write a blog post recapping the event itself!  THEN when you write that post recapping the event, you can also use the pictures and video you shot during the event!  Now you start to see why bloggers love attending social media conferences, eh? ;)

BONUS:  If you have a Twitter account, you can live-tweet the event!  Another favorite among conference attendees!

5 – Answer questions from your customers.  Many websites have a section or contact form where you can ask a question about the company, it’s products, or both.  Mine these questions for potential blog post ideas!  And when possible, mention the customer that asked the question you are answering, and link to her site or blog!  This just increases the chance that she will comment on your post AND promote the post to HER social network!

So there you go!  That’s 5 quick and easy ways to take existing content that you’re already creating, and use it for new blog posts.  Seriously, between these 5 ideas, couldn’t you get at least one more post a week up on your blog?

BTW if your company has been reluctant to start blogging simply because they aren’t sure where to get content from, show them this post.  Then I bet you can start brainstorming and come up with even more ways to leverage existing content your company is creating, into additional blog posts!

I want to thank CK for this post idea, and if you are a B2B company that needs help with social media and/or mobile marketing, definintely check out CK’s blog!

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