Tech firms are not alone in under-utilising their existing intellectual.
So before you start thinking of new topics to research and write about for your blog, first think about the existing content in your firm - after all repurposing an amazing presentation that was only delivered once or past thought leadership will be a lot faster than continually starting on fresh articles.
The past efforts of you and your colleagues are a huge resource for your tech firm's blog and other marketing activity... especially when you are short of ideas, time or both. In fact, we often come across businesses that have spent a lot of time and money on interesting thought leadership... only to do a couple of blogs based on it!
Here is a short checklist to help you and colleagues get the most from your past efforts by ensuring you are using them for your blogs too:
Speeches & presentations
A good presentation takes a huge amount of effort. So much effort that you should be reusing the ideas in it far more widely than the 20 people on the webinar or 40 (if lucky) in the audience. Kelso Consulting has a checklist here of ways to fully reuse your speech across your PR and marketing activity.
Common problems you encounter at clients
Do you ever start working with a client and think something along the lines of "why did they do it this way before? Everyone seems to make this mistake". If it is a problem for your clients, it will a problem elsewhere and people will be looking on Google to help solve it... be that person by blogging about it so they can find you and request help.
Your Public Relations activity
For many tech firms, drafting articles for the media and issuing insightful press releases is a regular activity. Some regularly log their results on their website's media page. For others, it is ad hoc. Whenever you write media articles and provide written comments, make sure these are repurposed as blogs.
Common client and prospect questions
If you're regularly asked about the same problem, you can be sure it is a common question that lots of people are Googling online. It could be an issue about the specific market your company serves, or it could be something about working with tech and Saas firms (for instance, my most visited blog every month is this broad one advising whether law firms should work with PR agencies on a retainer or project basis).
Many tech firms invest a lot of resources in "thought leadership" surveys and campaigns to highlight expertise in particular market sectors and to generate leads. Our observation is that too often campaigns to promote these initiatives last a few days... when they should be lasting months given the work that has gone in.
Revisit them and see what material can be repurposed and updated for a series of blogs. By the way, if your firm does not exploit its thought leadership enough, we can help! Click here for details of our services to help tech firms get the most out of their past, current and future thought leadership.
Why not follow up and write a case study about how you worked with a client to solve a challenging problem... these will prove marketing gold dust for creating leads.
However, firms often feel awkward about asking for case studies and go about it the wrong way. We've created this short guide on how tech firms can get more from your case studies.