One sentence BIG IDEA:

5 Ways to Overcome Challenges When It Comes to Obtaining Fresh, Original Marketing Content Sources From Your Client

Why is this relevant to marketers?

Marketers must have a steady stream of content to use for marketing purposes, but some clients present challenges when it comes to producing fresh, frequent content from internal sources. So what do you do when you struggle to obtain content internally from your client to use for marketing? Below are five challenges marketers often face in obtaining content with tips on how to overcome them.

Challenge 1

The client has highly sensitive or confidential information that they cannot release publicly.

Tip 1

Combine the data into a larger compilation database that does not reveal identifiable information.

Challenge 2

The client’s executive team or experts are so busy they don’t have time for interviews or questionnaires.

Tip 2

Work with non-executive experts within the company, as well as partnering organizations and vendors to obtain content.

Challenge 3

The client works with well-known brands, but has difficulty obtaining permission to feature the brand names.

Tip 3

Write and submit a final draft for review by your client’s client. Removing all ambiguity regarding what language will be used and the purpose of the content increases the chance of obtaining approval. Also, combine client stories and feature multiple companies, and then submit for final approval. It will add a little pressure for obtaining approval. If approval is not granted, you can remove the company and still have a story.

Challenge 4

The client operates in a competitive environment and the sales team fears releasing their customer’s information to competitors.

Tip 4

Focus on creating content that is vertical specific, but does not mention client names.

Challenge 5

The business lacks creativity and innovation.

Tip 5

Talk with your customer’s customers. You will get an outside perspective to see what your client is doing that is unique and beneficial in the market, and you might discover ways to help your client create points of differentiation.

Relevant Examples

SowGrow PR has a client that fears releasing their customer’s information to competitors. So instead of featuring customer case studies, we are reaching out to our client’s prospects to invite them to participate in an industry research project. This forges  relationships with potential customers for our client, as well as provides us with original content to use.

Challenge for Attendees:

Don’t let a content dead-end slow you down! You just might need to go down an alternative path to obtain fresh content for your client.

Relevant hashtags: #Marketing, #PR #contentmarketing #SGMCmeeting #SGMCTip