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Gini Dietrich

Four Ways to Keep Content Fresh

By: Gini Dietrich | July 29, 2015 | 
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Four Ways to Keep Content FreshBy Gini Dietrich

Do you know the story of how BlendTec used Will It Blend to keep content fresh about industrial-strength blenders?

While a big fan of their super smart and creative videos, I didn’t know the idea to see what their blenders could blend came about because an executive noticed sawdust on the floor.

As it turns out, employees were putting broom handles in the blenders to see if they would blend.

And they would.

And so was born the “try this at home” and “don’t try this at home” campaigns to show just how the blenders work.

One of my favorite videos is when the first generation iPad came to market and they blended one. They put a nearly $1,000 piece of technology in a blender…and blended it up!

This, of course, was part of their “don’t try this at home” series. I don’t think you really want to blend an iPad.

The point is this: They make blenders. They have lots of competition. Their blenders are not cheap. They needed a story to help build the brand and make people aware of its incredible strength, but also to set itself apart from the competition that seemingly do the same thing.

And a story they found.

Keep Content Fresh

I consider myself a pretty good storyteller. I write every, single day. Even though I didn’t start out as a great blogger (which I am reminded of every blog anniversary, when I re-publish our very first blog post), I put something on proverbial paper every day.

Now companies hire us to help them tell their stories … and guess what? Sometimes even we get stuck.

We work with manufacturing companies. We work with financial services companies. We work with software as a service companies.

None of those companies have anything in common, which requires us to be extremely creative—in different ways—multiple times a day.

To help us tell their stories, we do a few things to stay creative and keep content fresh:

  1. Subscribe to SmartBrief. I’m a big, big fan of the SmartBrief newsletters. They aggregate a bunch of content every day (at least 10 articles) around one topic (I subscribe to entrepreneurship, leadership, and social media). It’s pretty likely they have a newsletter for your industry.
  2. Subscribe to Talkwalker alerts. I love, love, love Talkwalker alerts. And I love them even more now that I can throw them into a newsfeed in Hootsuite instead of having them come into my email. Create an alert for your industry or your specialty and pay attention to the trends. There are a lot of content ideas in there.
  3. Read the comments. Maybe no one is commenting on the content you create. We certainly have clients like that. Readership and subscribers grow significantly every month, but no one comments. So read the comments on other blogs inside the industry. Read the Twitter streams. Read the comments on Facebook updates. This is what we’ll call real-time research. Find out what strikes the fancy of your audience.
  4. Pay attention to current events. Can you provide a perspective on the release of the “newly found” manuscript from Harper Lee? Or test different ways to organically grow your Facebook fans? Sometimes scanning the news is the best way to get past writer’s block.

Now it’s your turn.

What do you do to help keep your content fresh? To tell your story in a new and different way? To get past writer’s block?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

108 comments
MZazeela
MZazeela

Number one best tip is to pay attention to everything around you. I had not thought to use industry news/comments/questions as food for thought.


Thank you for your insight!

seowestcp
seowestcp

Nice tools... I'll be the first to say I dont know who Harper Lee is. But its possible I have heard of him and just dont recognize the name.



danielschiller
danielschiller

First of all, I think *everyone* should comment on the release of Harper Lee's manuscript. That is any one who is a human and is planning on getting old one day. But that's just my two bits.

A great way to keep content fresh—imho—is learn how customers/clients/people who pay you money for what you do for them talk about you. Use the same language and answer them back. Stay at least one step ahead of them. If that sounds too nebulous, let me know. It's my answer and I'm sticking to it.





Howie Goldfarb
Howie Goldfarb

While my blog is suspended for now I still have small twitter campaigns where I randomly react to something in my feed or I use a Topic Du Jour. But most of my blog posts are from the same source. My last one you can't pay for influence was the fight I am still fighting on this.

HeatherTweedy
HeatherTweedy

Today, you win. I just signed up for SmartBrief.  


I remember seeing the Will It Blend guy blend a broom in real life. Another example of why you must be ingrained in your company/clients to see those sneaky stories. 

Latest blog post: Defining Basic

PaulKelly
PaulKelly

Very helpful piece. Thank you!

biggreenpen
biggreenpen

Life itself does a pretty good job of feeding us continuous content ideas. I had planned to be the umpteenth person to write about the toddler/diner/pancake situation this past Sunday until my daughter and I found ourselves locked into her room as we tried to install a doorknob. DIY is just *full* of bloggable opportunities! // I also love writing prompts. Perhaps that's more germane to a personal blogger than a business blogger but the principle still applies that sometimes it's helpful to have just one or two sentences worth of "starter" inspiration than an utterly blank page. // AND FunFact - I am responsible for submitting Lead Change's submissions to the Leadership Smart Brief twice a month so I have seen firsthand their process and how much attention they pay to the quality of the pieces they feature, so I concur that SmartBrief deserves the thumbs up!  

Todd Lyden
Todd Lyden

I keep my content in a ziplock bag... 

PhillipCovell
PhillipCovell

@kathysteele @ginidietrich It is a great piece!

PhillipCovell
PhillipCovell

@bowden2bowden @ginidietrich I like the article and approach!

Cision NA
Cision NA

Hi there!

 

I love talking about content. It's all-encompassing, after all :) As an extension of #3, I would say: find out what your audience struggles with, or think about your own struggles.

 

A good example is Mark Schaefer who recently wrote a blog post about not being able to think of a topic for a blog post [http://www.businessesgrow.com/2013/01/09/how-i-totally-screwed-up-my-blogging-strategy/].

 

Brilliant, right? :) Not only did he write about that topic, he offered the solution he came up with for this problem and asked readers how they generate blog ideas.

 

A few more tidbits:

- Someone just recently sent me a Will It Blend video. Hilarious.

- Random but what is the FADS logo that pops up in my tab when I open SpinSucks? I've always wondered! Possible blog post? JK :)

 

Have a nice evening!Lisa 

seanmcginnis
seanmcginnis

@ginidietrich Uh oh. That can't be good. Better go check it out....

barrettrossie
barrettrossie

One of the best ways to generate new content (or ideas for content) is to stay active, meet new people, do new things, solve difficult problems — thereby giving yourself new material. 

 

Did I just describe Charles Arment? That guy is EVERYWHERE! 

MatthewLiberty
MatthewLiberty

@ChazNKellogg Thanks for that RT!! #Content #Tips

dbvickery
dbvickery

@MatthewLiberty @ginidietrich Follow sports, and you will always have good fodder for blog posts. Get on SpinSucks for more ideas...

dbvickery
dbvickery

I've definitely generated posts off of ideas sponsored from other blog posts or comments (especially if I have a contrarian opinion - hey, it happens). Being a "sports guy", I also get plenty of fodder almost every day - recent post was about Brady taking much less money than he could have demanded.

NancyCawleyJean
NancyCawleyJean

As always, wonderful tips, Gini! I am ALWAYS stuck for topics for personal blog posts, and these tips are fabulous. I'd also add that reading other blogs (like this one!!) is always great too.

rachaelseda
rachaelseda

I'm sharing this with my colleagues right now! I find the more you practice looking for ideas to write about or that inspire you the better. Remembering to think this way and then writing down an idea when it comes to you (even if it's very premature) is very helpful and it's something I'm constantly trying to practice. Thanks for the tips Gini!

Daveisbell1
Daveisbell1

I'll weigh in here as perhaps the only non "communications" professionals. First thanks for the tip on smartbrief, I've never heard of it before. Second, as a life/career coach I rarely read anything in my own profession anymore. I find it's all the same stuff I've heard a million times. I learn so much more by stepping outside of my own industry. I'm constantly borrowing from you Gini, so thanks for being my muse when other people need me to be theirs!

jdrobertson
jdrobertson

May I respectfully draw to your attention - back when TV was done live Timex  decided to show the market the strength of their product by throwing a watch into a blender before a live audience. They did this very successfully until they actually blended one. The pregnant pause developed by Timex parts flying all over the studio broke up the audience and the perpetrators to the extent the incident was picked up by the national media and ran for days and days. Timex got tickled with it and ran it every once in a while claiming "nobody is perfect."  Have a good day!

Howie Goldfarb
Howie Goldfarb

I love Will It Blend. You are right Gini I do all 4 of those things thought I could read more comments. I am shocked how many people I meet don't get blogs. You can get an MBA or become an expert in anything from reading and participating on blogs. Bloggers tend to be accessible. And so many really smart people blog (ok me and @bdorman264 are exceptions...plus a few social rockstars lol)

 

Every career and industry has trade publications and usually the content is free via email. For me Smartbrief, Mediapost, MediaBistro, Ad Week, Ad Age...all free!

yvettepistorio
yvettepistorio

SmartBrief has saved me many times when I'm struggling to find a topic to write about. It's hard to come up with fresh content though...I've attempted to tie current events or holidays into posts, and have had some good ones and some REALLY bad ones! I like @PattiRoseKnight1 idea of taking a look at competitors too.

KenMueller
KenMueller

The Smartbriefs for chefs and restaurants are incredible. I also subscribe to some aviation and health ones for my clients. All part of learning new stuff, and it gives me ideas for my blog as well.

bradmarley
bradmarley

Great post, Gini. I'm going to give SmartBrief a shot.

 

One of the ideas I've been giving some thought to (on the professional content creation side) is coming up with posts that can help our readers, rather than just talking at them about our announcement. I mean, that part will never go away. But if we can turn one or two "announcement" posts into a post that will help our readers, well, everybody wins.

 

That's one way we are trying to keep our content fresh.

MolyEm
MolyEm

For PR newbies (like me) and pros alike: 4 Tips to help create new content via @ginidietrich http://t.co/chvrDSNtMt” #GMacPR

decillis1
decillis1

This is going to sound weird, but I sometimes use my Timehop emails for content creation. Year Ago Betsy had different thoughts and feelings than Today Betsy. Some of those thoughts are bizarre, and some them can be reworked into something interesting. A year ago today, I wanted to be called Lady Betsy of the Decillis. This will not be reworked into anything. 

John_Trader1
John_Trader1

Crowdsource. Better yet, employeesource. One of the best ways I come up with new ideas for content and some of the most compelling pieces of content I have created come from asking what people want to see, particularly my colleagues. Sometimes it's like pulling teeth but eventually they catch on that the content I am creating helps them do their job more effectively. It's funny but when you get people to have their own skin in the game, ideas flow. Don't feel like you have to do it all alone or be afraid to speak up and say, "Yo, need some ideas folks. Help." Great post Gini.

sydcon_mktg
sydcon_mktg

@ginidietrich So...were you able to get out the skis yet?? We got about 10 inches here!

KateFinley
KateFinley

Subscribing to HARO (Help A Reporter Out) and reading them as they arrive in my inbox is a regular part of my day. It's a great way to get a feel for what the major media outlets are focusing on right now and it definitely sparks ideas. Of course it gives me opportunities to pitch my clients and myself, too. (P.S. Cross your fingers because I think one of my Paleo recipes will be featured on Shape.com within the week! Woop!)

katskrieger
katskrieger

SmartBrief's are SO helpful! Between those, and all of my other subscriptions, alerts and memberships, it sometimes feels like I spend half my day reading, but it always helps me with content creation and pushes me to do more and do better. 

PattiRoseKnight1
PattiRoseKnight1

I would add - read the competitor's content and the comments on their content,

belllindsay
belllindsay

Brilliant ideas Gini. I always tell people to read read read, it gives you a wealth of content ideas. I also subscribe to a ton of daily emails from industry related publications, and while they clutter up my inbox and I don't look at them *every* day, often I see a headline or some new research that makes me go "OH! Great blog posts here!" - then I file that away for the future. I didn't know about Smartbrief. Am signing up right now! :D 

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