Content Marketing Magic: Buy Some Content, or Write Your Own, or Both?

John Agno is a content marketing wizard. He writes a great blog called Coaching Tip: The Leadership Blog. Part of the reason for his success is that his business blog is content rich. He knows how to use content for marketing. He uses quality information from a variety of resources.

And he doesn't spend a lot of time writing one post. In fact, John writes several blogs for his consulting business, so he's found ways to save time and make content marketing as easy as magic.

I should know, because he is a client of my Content for Coaches and Consultants service. John is astute because he buys content from me and then blends a couple of paragraphs of mine with information and resources of his own and others. This makes his site unique and personalized with his own philosophies and experiences. John writes in the service of his clients, providing what they need to know.

Example: I recently wrote and made available for purchase an article called Narcissistic Leaders in Times of Uncertainty. John has already posted twice using a couple of paragraphs of the article I wrote, along with other resources he wrote. It's a great example of blended content:

Holiday Gift for the Narcissistic Boss
Narcissism Defined

Remember, if you are going to provide quality content your audience can use and benefit from, you must go outside your own realm and use other people's content. Unless, of course, you know it all. Do you?

It doesn't matter if you buy content that you can use as your own, or if you cite other sources and articles from authors who give you permission, if you are in the business of connecting and building relationship with the readers/clients you serve, then you must provide great content from a variety of sources.

Study what John Agno does. Then research where on the Internet you can access great information. If you can't find what you need, use a site like Elance.com or Craig's List to find writers and editors to do it for you.

Content for Coaches and Consultants provides content for executive coaches and personal development consultants. But a search on the web will show you plenty of other resources for content you can buy for a small fee no matter what niche you're in.

Related Posts:
Content for Coaches and Consultants: New Site Launches
Coach & Consultant Marketing: An Interview with John Agno