5 Ways Networking Can Improve Your Content Marketing
Content marketing isn’t something that happens in a vacuum. Inspiration and tips for your content marketing can come from unexpected places, including networking events. The next time you’re debating whether it’s worth going to that after-work professional get-together, consider these five ways networking can jumpstart your content marketing efforts.
Find New Ideas for Content
Sometimes when I’m trying to come up with new ideas for content, I’ll go to Quora, see what digital marketing-related questions are popular, and write a blog post addressing one of those questions. You can generate content the same way at networking events, with your fellow attendees in the place of Quora commenters.
Pay attention to the questions other attendees ask about your company or industry and the conversations that start as a result. Keep in mind that these are probably some of the same topics that interest your potential online customers. After the networking event, jot down some notes about questions that came up multiple times or particularly engaging conversations you had, and use these to fuel new content for your company.
Connect with Interview Subjects
You’ve probably met someone in your industry who has unplumbed depths of knowledge on a particular professional subject or a fascinating story about their journey down their career path. Why not follow up with them to see if you can interview them for a blog post, short video, or podcast episode? Interviewing leaders in your field is a great way to produce authoritative content and get new insights on industry topics. It’s also a good way to strengthen a professional connection—your interview subject is much more likely to remember you after you produce a piece of content around them than they would be if you only spoke briefly at a networking event.
Connect with People Who May Want to Share Your Content
If you’re dedicating time and energy to producing great content for your company, you should also be promoting that content to make sure the right audience discovers it. And content promotion is a lot easier if you have other industry bloggers and media connections in your corner. Get to know people who write for publications that frequently share the type of content you create, and they may share some of your highest-quality work with their audience—or even let you contribute an article to a high-traffic site.
As with all aspects of networking, remember that this should be a two-way street. Don’t ask for a social share or guest post just because it will help your company—show your peer how this kind of exchange can be mutually beneficial.
Leverage Live Events for Content
If you’re hosting or even just attending a large networking event, you’re sitting on a goldmine of potential marketing content. You can, at the very least, write a blog post or press release summarizing the most important takeaways from the event. If you’ve invited a speaker, or if someone from your company is leading a presentation or workshop, you can film or record their presentation and use it as a video or podcast. Need an example of how to create content around a live event? Check out Content Marketing Institute—they do a great job of crafting articles and press releases about their online Content Marketing World conference.
Learn Content Marketing Lessons While Networking
Content marketing and networking have a lot in common (check out this Small Business Trends article if you don’t believe me). One lesson from networking that I’ve found particularly useful in content marketing is that you should give to others, rather than just thinking, “What’s in it for me?” You won’t make too many meaningful professional connections if you open every conversation by asking for a favor. Similarly, if you try to use a “hard sell” approach in content targeted at people who are just beginning the research phase, you risk turning potential customers off.
Build a connection by offering your assistance first: for example, you could share a relevant blog post from someone you met at a networking event or write your own how-to guide to walk potential customers through a task that’s giving them trouble. When you take the time to build trust with your network connections, they’re more likely to offer their help, and when you build trust with potential customers, they’re more likely to move past the research phase and make a purchase.
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