watching Samantha Bee clips? on his hands), those two execs who Where do they look for such delights are really good writers (but have no and how do they consume them? time on their hands), and a newbie What do you Once you have that down, what freelancer who will give you 400 words have to say? do you have to say that speaks to for $40 are not promising options. The right answer those interests? If the answer is, Mining in-house subject matter is not about “Our awesome product/service will expertise is essential. Just be real selling. solve their problems and make them about your in-house content creation feel amazing,” go back to square expertise. one. The right answer is not about selling. It’s about providing sought- Give it business rigor after intelligence. For example: Our This all leads to the business market is trying to do X, so they’re plan. (Publishers are all about the looking at trend Y. We have ABC business.) What will it take to get the thoughts about those issues, which program off the ground? How will stem from this [amazing thing we do]. you promote and use your content? When can you expect a return? What Round up the right talent will make the venture worthwhile? Now, who can produce this content? If adopting a publisher’s approach This is where you might consider sounds like a lot of work, it is. And if poaching an editor or writer from “good enough” rather than “great” is your audience’s favorite publication. your aim, there are routes to that too. Or giving a content marketing They’re just not as fun to write about. agency a whirl. It’s safe to say that Pete from accounting (who has time April 2016 thinkshiftcom.com | Content marketing manifesto | 4