When it comes to generating content, this is a time to really put employee
expertise to use, even if it’s only in bite-sized servings—and sometimes that’s even preferable. But not just any content—we are already swimming in a sea of content that is mostly just filler. Timeliness and actual value are key. The easiest way to start generating valuable content without creating logjams of work is to tap employees who already have the expertise to discuss actual, critical issues.

One great example of this is in action is at AvePoint, where Chief Marketing
Officer Dux Raymond Sy isn’t just in charge of the company’s marketing
division, he’s also featured in a good chunk of the content. Dux releases
multiple types of content in various forms—from written to video—discussing how they’re approaching marketing effectively. Turns out, the same instincts that drive his marketing decisions can be valuable to their own customers out there, and he just has to speak naturally about subjects he’s already well-versed in. You can check out this interview with him to learn more about the specific types of content, but the general idea is that your company already has a wealth of knowledge at its disposal.

Especially as the world slows down to work on mitigating COVID-19, you’ll
find that some key team members can be valuable assets. CFOs can discuss how to mitigate financial drain amidst business slowdowns, CEOs can discuss leadership through a crisis—the list goes on. One efficient use of company resources is to identify which areas are currently operating a little slower than usual and asking experts in those departments to pivot some of their time towards assisting in the content effort simply by sharing what they know.

Another thing to consider is overall content quality. Quality is, naturally,
always a concern, but especially so in a time where online content from your company is going to be an increasingly load-bearing form of communicating with prospects and customers. Sara Varni, CMO at Twilio, included some great overall guidelines in her recent interview on the Renegade Thinkers Unite podcast, and one of the key overarching themes of her discussion is product agnosticism. The most valuable content will not be content that pushes your product, it will be stories of customer success rather than the powerful software or expert guidance.

That’s exactly what Square did with a series of short documentaries that showcase their customers and customer’s families without even mentioning the Square brand. In an interview about the campaign with Vimeo, Square’s creative director, Sean Conroy, shares, “We shared our purpose of economic empowerment with the world, and that seems to have resonated with people. We tried to show (not tell) what we believe, why we
get up and go to work, but also, most importantly, that our sellers, these
amazing small business owners, are who we really work for.”

Consider this with your content: would it be helpful to the audience even if
they don’t use your product? In his recent special report, 6 Ways to Drive B2B Demand Generation in a Downturn, author Drew Neisser points out that, “retooling your growth engine in the middle of this crisis begins with abundant generosity.”  If you are abundantly generous with your content, then you’ve likely created something that will stick out as valuable in the minds of those looking at the content and will generate leads in good times and bad. 

By Mel Beck

Sam Beck is a writer and musician living in Brooklyn, NY.