Two in three B2B marketers say producing sufficient content is their biggest challenge, according to a new study by the Content Marketing Institute.
But blogging's easy, if you think like a journalist.
Lack of content never fazed famed journalist Kurt Loder, who once said, "News is anything that's interesting, that relates to what's happening in the world, what's happening in areas of the culture that would be of interest to your audience."
News in your industry is anything that's trending around your products and services.
That means industry-focused content is all around you—in mainstream newspapers, television shows, trade magazines, scholarly journals and nichey newsletters—just waiting for your unique spin.
If anything's a challenge, it's the latter effort.
Spin demands a little sweat.
As another famed journalist, Red Smith, once said, "Writing is easy. You just sit down at the typewriter and open a vein."
