Struggling to generate content ideas?

Hey, folks!

Q4 is already upon us. Seriously, where did the time go?!

I’m sure you’re knee-deep in content planning for Q4 and 2025, so I wanted to share a few ways you can spark content ideas to build more mindshare and pipeline.

Instead of building a new keyword list to tackle, let’s go back to the basics, shall we?

Here are 5 internal experts you should talk to in the next few weeks:

1. Product and engineering

Need the down low on what the product does, how it functions, and what it doesn’t do? Talk to your product or engineering team first.

You can’t market a product without knowing how it actually helps your customers.

When you start the strategy-setting process, these folks should be your first port of call.

Use these starter questions to get insights:

• Do we have any new updates coming out in the next two quarters?

• What do our product usage trends look like right now?

• Do we need to promote a specific feature/capability to increase retention?

• How are our activation and retention rates? Are users getting stuck at specific stages of onboarding?

• Are specific features being underused? How can we map that to related use cases/personas to increase usage?

These questions will tell you if your new or existing users need more enablement content and if there are new ways in which they’re using your product.

2. Sales team

Your sales reps have some of the best insights into:

• Why a customer buys

• What objections do they have

• What their current state is like

• What issues do they want to solve

• What solutions they’ve tried/considered

• What pushes them to pull the purchase trigger

Ask them what assets prospects need to pull the trigger or learn more about what you do.

These are great starting points to get those deals moving — and the purchase order signed before the year ends!

3. Customer success team

The role of content doesn’t end at the decision stage. You need to know what issues your customers face after signing up and what stops them from moving into the paid tiers.

But that doesn’t mean we’re only looking for negatives here. These teams have a lot of insight into:

• How your customers are using the product

• Are there any new use cases thanks to their creativity

• Which features are bigger hits and which features are not

Noticed how these questions are similar to what we’re asking the product team?

The difference here is that your CS teams know what gaps exist in your content library and how customers really feel since they’re the first line of defense post-purchase.

You can build more help center articles and in-app content to improve support.

4. Internal subject matter experts

While your product team knows everything about the product, you need an understanding of the industry’s larger state.

Some companies have an internal team of relevant experts, or specific teams might be able to help you out.

For example, if you're selling a data-related AI product, talk to your data and AI engineering team, or talk to HR executives if you’re selling an employee engagement product.

Involve them early in the process and have them review assets to ensure the accuracy of everything you publish.

5. Founders or C-suite executives

If you want to understand the company’s larger vision, especially in its early stages, talk to the founders or C-suite leadership.

This is particularly useful for thought leadership-type content that addresses larger market trends, contrarian takes and current market needs.

Either set up 30-minute calls or ask them to send you voice notes on topics they think you should discuss.

Maybe they attended a new conference or a VIP dinner. Ask them to summarize what happened.

Talking to all these experts may take 7 to 15 hours, but you’ll walk away with tons of ideas and angles to tackle in the next two quarters.

P.S. Did you like the issue? Share it with someone who could benefit from it.

Read of the week: The Parasite SEO Company Trying to Devour Its Host (by Lars Lofgren)

I haven’t read a solid piece of SEO journalism in a while, and Lars does an excellent job of discussing the implications of parasite SEO and how it influences the perception of millions of buyers.

I suggest reading this to understand the far-reaching consequences of SEO and how it impacts the larger market.

That’s all for today! As always, if you have any questions or feedback, you can send it here:

Before you go…

Here are three ways I can help you:

1. Build/run your content strategy: If you’re struggling to create content that stands out, resonates, and converts, let’s chat.

2. Execute your content strategy: If you need help creating long-form content like blog posts, research reports, or case studies, let’s chat.

3. Solve one burning issue with 1:1 help: If a specific issue is currently bogging down your content marketing efforts, schedule a paid 1:1 session with me.

Reply to this email and let me know!