Finding Content

The first step in any planning is to look at the business’ strategy and the market space it plays in, the products, solutions and services that it supplies, how it defines itself.

• What kind of company is it?
• Is the brand well defined in terms of the intangible qualities that the market benefits from (trustworthiness, vibrancy, forward thinking, youthful, aspirational, traditional) This will give you your tone and style for all your marketing collateral
• Can you draw out any themes? This will enable you to go out and look for specific content.

Then look at the market, trends, competitors, maybe academic thought leaders, other businesses globally.

Start following anyone who could be relevant on Social Media, subscribe to news letters..

Arrange to join weekly departmental meetings so that you can listen out for information you can use.

Spend time talking to managers and leaders.

Ask yourself what your audience would like to hear about.

In order to be able to do your job well, it is necessary to be very proactive and use your initiative, unless you are lucky enough to work with people who value marketing.