Struggling with Topic Ideas? A Perfect Resource is Right Under Your Nose

A big challenge in B2B marketing is filling the constant need for content. Marketers are busy and pulled in many directions. Often topic brainstorming falls behind fire drills or pushing projects past the finish line.

And yet, fresh content is essential. You need a steady stream of articles and assets. And the topics must be compelling, cohesive, and relevant to what your prospects care about right now.

What you need is a faster way to find highly relevant topics.

Hitting the brainstorming block

Ideally, at the beginning of each quarter, you'll brainstorm 4-6 topic ideas. Then, those ideas funnel into a regular cadence of articles and campaigns.

Unfortunately, this brainstorming process takes a chunk of time. Sometimes you hit a creative block, and the effort feels tiresome and unproductive. Thankfully, there's an often overlooked resource right under your nose.

Ask your SME for feedback

Struggling to find the right topic ideas? Try asking your subject matter expert (SME) for input.

Reach out to a short list of people who work closely with your customers and prospects. For B2B software companies, the best contacts include people who understand the business perspective versus an IT mindset.

Ideally, your list will include members of your sales team, like account executives. The list may also include people who work in professional services or product marketing.

Be strategic in the way you ask

You can strike gold with SME and sales feedback. We helped a client with this process, and they were blown away by the insights they received. So, why don't more people use (and formalize) this approach?

The truth is that most marketing teams rarely ask sales or SMEs for this type of feedback. They worry that sales teams are too busy. Or they've tried in the past and didn't get a good response.

To get a helpful response, you need to ask in the right way.

• Keep it short. We recommend only asking 3-4 questions. This shows you respect their time.

• Use language that communicates the shared value of the request (help me help you).

• End with a "due date" and question. This indicates that you are expecting a reply.

Use a template for a high response rate

In your email, be specific and include examples for clarification. We recommend the following template:

Hi [Name], We are working on a content plan for QX and would love to tap your expertise. Could you answer these quick questions for me? Include as many ideas as you like.

Is there a content asset we could create that would make your job easier? (For example, we created an XXX for the XXX project).

What is a frequently asked question you hear from your clients/prospects? (This helps us create content that answers burning questions or addresses timely pain points).

What is a content topic that would aid your sales efforts? (For example, a misconception we could debunk; a challenge that's top of mind for your clients, etc.)

[Optional 4th Question] Do you have a customer that's recently done something interesting or exciting with their implementation? (Don't worry if we can't talk about it publicly. Sometimes hearing the story can lead to a compelling topic).

Our goal is to develop timely content that supports your sales efforts, builds thought leadership, and drives more leads. Your insights are key to making this happen.

Could we get your input back by this Friday?

Thank you!

[Name]

What comes next?

Hopefully, you'll see a few great responses roll in. Don't be afraid to hit reply to your original email with a short reminder/request for input.

Take any feedback you receive and put it in a spreadsheet for reference.

If you receive any specific requests, respond immediately. For example, an account manager might ask for a solution guide that already exists. Be sure to respond and provide what they need.

From there, you can use their ideas and input to guide your topic choices and campaigns.

Need help with this process?

We help clients develop strategic content plans -- without taking up too much of your time. In just one engagement, we deliver fresh ideas and a three-month program that aligns with your marketing goals.

Ready to move your content forward? Contact us or schedule a time to chat.

By the way, this tip appeared as part of our #ContentTipTuesday on LinkedIn. Follow our page for more tips!