If you're involved with a company blog, you're probably aware that content creation can be a bit of a struggle. Working with some innovative brands, I've discovered that some of your best content may be just a request away.
I first heard of this idea from Ben Hanson, at Swanson Health Products. Swanson sells vitamins and supplements, and as you are already probably aware, there are a lot of influential icons/programs in this area. When one of Ben's product vendors lands a promotional spot on one of these big programs, they reach out to let Ben know (per his request). Ben then mobilizes the team to write some great content about that vendor's products near the program's airing date. This timely content has been known to be VERY impactful and effective.
Even if you aren't in a b2c environment, this idea could be iterated in different ways to be applicable for your program. I work with email marketing provider, ExactTarget. In our meetings, I'm usually exposed to some current email marketing news that keeps me "in the know" for that industry. Since email marketing is directly related blogging and other forms of content marketing, this informaiton is great fuel for my own blog and for coaching my clients.
At the end of the day, I realize that not everyone is going to be actively doing business with someone who can provide them useful content tips. However, I hope that this idea at least sparked your creative thinking when it comes to content sources. Chances are, you are connected with a source of untapped potential for your content marketing strategy. Start brainstorming today, and share your brilliant tips below in the comments!