Content Marketing World was a conference of inspirational ideas, insights and approaches to creating smart, sales-driven, “holy smokes” content (the latter was coined by Social Media Explorer’s Jason Falls). And while it might seem like a challenge to create mind-blowing content, the opportunity is actually right in front of you. It starts with using the content your already have. Today. Here’s how.

Make your customers the hero

You already have piles of case stories and customer stories. The opportunity lies in the way you share those tales.

• Spend time interviewing the customer and get the real story, in human (not corporate) speak. That means an hour on Skype, on the phone or in person versus an email questionnaire. The best stories are in the tangents.
• It doesn’t matter that your product or service led to customer success. Let the story showcase the customer as the one who saved the day, came up with solution and reaped the reward.

Your audience will respond to these honest stories from their peers.

Be the best teacher

You and your fellow employees are experts. You were hired because you excel at what you do. And you probably know your industry pretty well too. It’s time to share that knowledge.

• Answer all questions. To start, Google your brand and industry and you’ll find questions. MarketingProf’s Ann Handley calls these, “FUQs” or “Frequently Unanswered Questions.”  Write a blog post for each answer and share it. Not only are you helping customers and potential customers, but you’re helping yourself. Google will start to recognize your posts and you’ll show up higher on search results.
• Get your internal experts blogging. You’re not the only one with the great insights. Your HR lady and IT guy are experts too. With contributions from multiple employees, you’re suddenly generating more content with more meat.
• Have an opinion. All thought leaders have these so if you want to become a leader in your space, as Marcus Sheridan said, have a dang opinion!

People seek information relevant to them. Answer the questions they’re asking and teach them new things.

Write with purpose

Before you start a blog post or draft an ebook, ask yourself one question: Why am I doing this? Write with purpose.

• Revisit the goals you set up at the beginning of the year and apply them before you start writing. Is it awareness? Sales? Conversions? Write to meet those goals.
• Who is your audience? Again, this is likely part of your annual marketing plan. But it goes deeper than 18-24 year olds living in X area. It’s about the people who will read and share your content and in turn, move down the sales funnel (bringing their friends along with them).
• As Jason Falls shared, “Think like a business person blogging, not like a blogger blogging for business.” Attach goals to your blog. With great online tracking tools, you can determine leads from a single blog post and even attribute sales to it. You’re missing out on great opportunities if you’re just blogging to blog.

Take your existing goals, strategies and audience insights and apply them to every single piece of content you create. That’s writing with purpose.