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How to Create Content if You Don’t Know Where to Start

Clients and prospects still ask, “We need blogs?” Our response: Not just blogs – content.

Content marketing fulfills multiple important roles in your sales and marketing strategy – from the top of the funnel for awareness, through the middle for education and all the way to the end. And back again.

Take a look at all of the ways content drives more than just your blogroll.

Collect Your Content, Break it Down and Build it Out

Your company has been creating content since it launched a website. Before websites? Adverts, radio spots, skywriting… we can go on and on and on about all that constitutes content.

What has your company created? Gather the brochures, press releases and proposals. Compile the case studies, columns and newsletters.

what constitutes content

Now, pick one. A winning proposal from last year, the case study you used to prove your service’s value or even a regular old blog post. And then break it down into its parts.

Breaking down your proposal highlights various pieces of content that tell your story, describe your products and services and prove your value. Each piece of content can then be modified to produce a blog post, a set of educational videos and social posts.

Further, because you won that proposal, you now have an opportunity to build out more content.

  • Milestone project updates through a series of blog posts or press releases
  • Another case study to add to your next proposal and website
  • A white paper detailing the results of your work, showcasing the customer
  • Video interviews with the customer providing testimonials to share on social
how to create content

Of course, there are many more methods for creating content, such as through keyword research. Focusing first on what you already have will get you started.

Points to Keep in Mind When Creating Content

Now that you know all of the ways you can break down existing content to create more, keep these points in mind.

Activate a Cyclical Review. Create, publish, measure, iterate. No matter what type of content you create, how you distribute it and what you want from it – you must measure it. Here are a handful of Metrics That Matter. Whatever works, reiterate. Whatever doesn’t? Try, try again.

Be Consistent. Creating content consistently will not only keep you on track – checking off a monthly blog post or daily LinkedIn share – but it also ensures your audience always has something new to expect.

More Than Anything, Stick to Your Strategy. Read Channel Your Content into Strategy, which walks through how four channels help you plan, distribute and measure the content you produce.

Greteman Group develops content strategies for clients to grow their audience, generate leads and close deals. Whatever your business goals are, we can help you create content to achieve them. Let’s talk.

Shocker Awe

In a world that can sometimes grind us down, allow me to give a shout-out to one of my most unfailing sources of uplift and inspiration: the WSU Foundation’s National Advisory Council (NAC). This 105-member group meets twice a year. More than a third live outside of Wichita. We met last Friday at the Marcus Welcome Center and virtually. I’m still thinking about the presentations and conversations.

What makes the NAC so special? It goes beyond being a proud Wichita State alumna. I like hearing about and learning from the university’s challenges and triumphs firsthand. The controversies surrounding Gregg Marshall’s departure and Ivanka Trump’s keynote invitation were not sugarcoated, but nor were they dwelled upon.

Foundation President Elizabeth King interviewed Interim WSU President Dr. Rick Muma, a leader in public health and infectious disease as well as a proven administrator. Dr. Muma has been there for the university in some of its most trying times, including the death of the visionary President Dr. John Bardo in 2019 and the unprecedented COVID-19 pandemic of this past year. He spoke about doubling down on applied learning and the university emphasis on freedom of expression and diversity and inclusion.

Change Is all Around

Have you been on the WSU campus recently? Drive through sometime soon. It’s a study in transformation. More recent additions include Hyatt Place, Deloitte’s Smart Factory and the Wayne and Kay Woolsey Hall, which will be the new home for the Barton School of Business. Clinton Hall, described as having good bones, will soon be undergoing a $16 million renovation. It will become the new home of student-based services, helping with food insecurities and a clothing closet. Its centralized location and regular hours will offer greater accessibility.

WSU’s reinvention goes beyond all the new physical structures, of course. Dr. Murma spoke about a timely and innovative initiative: WSU’s molecular diagnostics lab. Its quick response enables it to process 32,000 COVID tests a week with results turned around in approximately six hours. The lab has registered and partnered with more than 500 testing locations in and around Sedgwick County.

It’s no small thing that the Foundation’s seven-year Shock the World campaign set a goal of $250 million and, instead, brought in $308 million. Shocker Nation steps up when called upon. That kind of investment and belief in the school also may have helped lead to this fall’s projected group of incoming freshmen – the largest in WSU history.

Photo courtesy

Isaac Brown, WSU men’s basketball coach, recounted the journey that took him from a less-than-privileged childhood – raised by a single mother on the Gulf Coast of Mississippi – to the first black head coach in Wichita State history. His stepfather died when Brown was 12 and his basketball coach became a father figure to him. Brown believes in getting an education. “When the ball stops bouncing, you need something to fall back on,” he says. He talked about dealing with the heartbreaker in the NCAA Tournament First Four last month – losing 53-52 to Drake. Brown addressed the defeat head on, acknowledging where the team fell short and committing to a renewed emphasis on defense. Learning from loss is how winners win. I look forward to following this team. Brown has obviously earned the trust of his players. He has mine, too.

My ears perked up like never before at the mention of WSU’s engineering school. U.S. News recently ranked it No. 77 in its listing of Best Engineering Schools. Rankings compare schools on their research activity, faculty resources, academic achievements and assessments by other engineering schools and employers. Neither KU or K-State made the Top 100 list.

My great niece was just named a Wallace Scholar and is heading to WSU this fall to be part of the 1,600 incoming freshman students. This highly competitive honor also comes with a $28,500 per year scholarship. She had multiple schools to choose from, and I like to think she’s exactly the type of student Velma Wallace hoped to attract through her endowment. These bright, young scholars don’t just promote engineering; they also engage in community service and are the future leaders in our community. I encouraged my niece to select WSU, too. The opportunity to attend a college of engineering that ranks high in the nation is a big selling point, but so is access to potential employers including Airbus, Spirit AeroSystems, Koch Industries, Textron Aviation, NASA, SpaceX, NASCAR and the U.S. military.

Connections and Celebrations

One of the meeting’s best moments was a heartfelt one. We sang happy birthday to 93-year-young Fred Berry. Few people have done more for our community than this unassuming man. When Berry moved to Wichita in 1957 to open Berry Tractor & Equipment Co. with his brother, it was the beginning of something great. Berry Companies now include multiple interests and dealerships for such brand names as Bobcat and Komatsu. Wichita remains the headquarters for this family-owned company, which now encompasses eight states. As chairman emeritus, Berry exemplifies grace and generosity. He’s a man who promotes doing the right thing and giving back to one’s community. That includes WSU.

Which brings me back to the NAC and its part in advancing the university’s role in a better tomorrow. I always leave these meetings believing the best is yet to come. It’s a good feeling.

It Takes 32 to Tango

Time passes quickly when you’re engaged. I’m proof of that. I lifted my head from the tasks at hand and, just like that, our agency’s celebrating its 32nd anniversary. Perhaps you’ve experienced that sensation, too. Years feeling like they’ve leapt forward. Leaving you in a state of wonder. And gratitude.

I want to pause and commemorate what those years mean. The clients who looked to us to break the rules and create something fresh. The designers who bridged the gap between seeing and understanding, delivering big ideas at a glance. The writers who inspired, not just informed. The account execs who solved problems and set strategy. A team willing to lead and pioneer.

Magic and Momentum

We’ve continually evolved. Starting as a kickass design firm able to conjure something magical from data and dreams. Then growing in size and capabilities. Serving as a turnkey marketing partner for larger and larger companies. But remaining true to our core: that what we do has purpose.

We love art. But we don’t make it. Anything we develop – whether physical or digital – has a job to do. And that is to move minds or hearts to action. Our tools have become increasingly sophisticated and automated, giving us the ability to guide user-experiences, track online activities and manage customer relationships. We’re lifelong students, always learning, connecting the dots and deploying new tactics.

Doing What You Love

Opening a business is a starry-eyed, hope-filled act of faith. And a gamble. I felt lucky on April 1, 1989. And even luckier today. Working with dedicated creative people makes every day new. This business challenges me and fills me with joy and love, friendships and community. It also makes it possible for us to give back by investing in things that matter. Every year our pro bono support and underwriting grows. Because it’s never just been about the business. It’s about being agents of change. For the better.

May We Have This Dance?

Tango offers a good metaphor for our anniversary. Communication lies at the heart of this expressive dance. To listen. To understand. To bring people together. Our 32 years on the dance floor makes us a better partner. One that gets timing, passion – and rhythm. If you feel the need to move, reach out. We’ll teach you the steps.