If there is one thing that unites modern marketers it is the need for content sources.

This need is so vast, that companies are sinking an ever-larger share of the marketing budget into creating content.

Yet, no matter how organised and streamlined the process may be, there are still dry spells in the content creation cycle. And it’s those spells of low content volume (and inspiration) that keep content marketing professionals awake at night.

Where are we going to find content sources?

Here are a few sources we can suggest where content is already lurking – and you never even knew you had it!

Speaking gigs or events

You probably have someone in your company already (maybe it’s you) that regularly speaks at industry events or tradeshows.

If you’re seeking new content sources, these people and their speeches are a content goldmine.

For instance, you could record these engagements and publish the video on your site. This piece of content will engage your customers and show your expertise in the field.

Taking it a step further, you can spin out several other pieces of content from these gigs that include a transcript of the speech (a good idea anyway for search reasons), a blog post (or posts) that cover the topic and summarise the main points of your expert speaker, and finally an article or white paper that covers the same topic but in much more detail.

One speaking engagement can yield four or more pieces of content. That’s a pretty good score in my books.


If you haven’t already begun this content generation strategy, you’re missing out on a bucket full of content. Take a longer content asset you’ve invested in (say a white paper) and cut it up into smaller content items, such as blog posts and articles. You can see some brands online that do this brilliantly, releasing a report or white paper as the main content asset and then re-purposing that content across an array of articles, blog posts and email updates.

But that’s not all.

You can re-purpose the other way round as well. Think of topics that have the potential for a lot of traction with your audience and produce a series of articles, blogs or other content items. Then re-purpose that content by collecting, collating and adding to the content, releasing it as a larger content asset.

You can avoid any search engine duplicate content issues by re-writing the content, or by offering the larger content package as a ‘gated’ asset (by registration only).


Your customers are likely to be one of the greatest untapped sources of content in your business.

Aside from the obvious review or rating, you can generate more meaningful content from your customers simply by asking them what they think.

Survey results, satisfaction reports and even a courteous email message asking them to answer some open questions can generate a lot of useful content. Just be sure you get their permission to share their thoughts publicly.

That’s just a start.

Get going and think through how you could use these content sources and you’ll soon find yourself awash in fresh, useful content.

Leave a Reply

Your email address will not be published.