But I Don't Have Enough Content to Start a DG Program!

When talking to marketers about beginning a Demand Generation initiative, "But, I don't have enough content to feed that engine!" is a common concern. My answer - maybe you do and maybe you don't. What I do know is that a new way of looking at content is required when beginning a DG program. Here are Five Best Practices:
1. Chunk, chunk, chunk your content
In an email, you are making one touch, with one idea. You don't need to throw the encyclopedia at them. Take one element from a current content piece that will provide one point of value for your subscribers.
2. Third party content
Who says you have to write it all? As long as the piece is relevant, provides a point of value for your subscribers and elicits behavior you can score and respond to, it works!
3. Micro-papers from your blogs
I often find that what I blog about can make a great mini-paper. If you add to that any comments your blog created, you have a piece of content worth using.
4. Interviews
You can interview anyone - a client, an analyst, etc. Create and send it out as a podcast. I use BlogTalk Radio - free and easy. This also helps you mix up your content types
5. Content is king
In this internet world we live in, content is king. If you don't have it, you will need to get it! Look at what your competitors are doing...