One of the most important parts of developing a proper strategy to use in order to create and utilize content is auditing. This basically means that the information assets that a brand or company has need to be analyzed so that catchy content can be created, content that is unique and not available anywhere else.
The truth is that if you are not a part of the media industry, you do not know much about the content you already produce. This includes everything from market competitive analysis, PR used for news outlets, marketing collateral or business intelligence.
Companies Already Have Content
In most situations companies do not realize this thing but they have a publishing model that is set up in the form of platforms that were created for employees to help them stay up-to-date with everything that is happening in the market and the company. You can use a company-wide email system, a corporate intranet, a newsletter and so on. What you have to do is practically turn it outward rather than inward.
For instance, let us say that you are planning a content overhaul in order to put an emphasis on news analysis. In this case you post a lot of content on intranet resources in order to keep employees informed. That is a resource that is great and that can so easily be used in your content marketing strategy. You can create external content.
Companies have access to human resources that are regularly used for work. That is something that is quite obvious. Why not use that in order to easily get your content across through the use of the internet. Talk to your employees and see what they can bring to the table. There is always a huge possibility that you would be faced with someone that is really good at blogging. Take advantage of that and create really good content that is appealing for everyone.
You cannot simply start to use internal resources in order to create content that is extremely catchy. That would be a mistake. You need to make sure that you plan appropriately, which is far more complicated than you may be tempted to believe at first glance. Take all the time that you need to see how your internal resources are valuable and try to find various things that can be used in order to engage with your audience.