Some content marketing newbies make the mistake of exclusively researching content topics online, which typically leads to regurgitated and unoriginal content. The goal of content marketing is to create original, authentic and engaging content that pushes your brand further into the minds of your demographic, not simply restating what’s already been said. The answer to avoiding that pitfall is recognizing and utilizing valuable offline content.

If you’re putting together a content marketing calendar, here are some offline scenarios to consider turning into online content.

Brand-Owned Events

Nothing screams original content like talking about your brand’s events and activities, think corporate outings or even a drive for donations to charity. You are the true originator of this content – as long as you jump on the opportunity to write about it. Events are great for promoting the brand, showing off its personality, and getting an endorsement within the larger industry. So, if your company is sponsoring a local event, hosting an employee appreciation picnic, or awarded an industry accolade, write about it and share it online.

Industry-Specific Events

Every industry has at least an event or two (or twenty) that are core to the function and evolution of that industry. If you aren’t already attending these events, it’s about time you did. Providing commentary and brand POV on topics and discussions around industry events are great ways to utilize offline events to fuel your online content marketing plan. It’s better to create original content based what you’ve been talking about and hearing at the event rather than trying to capture the essence of it from other people’s tweets and blog posts. This will allow for more timely and genuine content.

Expert Interviews

Within your own organization, you probably have a few thought leaders and opinionated experts. The founder, technical lead, or super nerdy product guy undoubtedly has a perspective on the industry based on experience. Recognize and tap them as a content resource.

You should also look outside the organization for non-competing experts who you can interview/highlight. You’ll be surprised how many people will be honored to be interviewed and willing to spill their guts and POV on all sorts of rich content topics.

Customer Human-Interest Stories

If you’re a successful business, you undoubtedly have a diverse pool of satisfied customers who can be/are brand advocates. Tap into those who have already fallen in love with your brand and discover those human-interest stories. Find out how customers are using your product/service to support their family, improve their way of life, or even better, society (or at least add a little luxury or convenience to their life). This content is locked in the offline experiences of your customer base, so find a way to bring it to the forefront of your online content strategy.

Brand Data

Some of the best content doesn’t start with words; it starts with numbers. Brand-owned data can be useful to create white papers and case studies. As a business, you undoubtedly have a significant amount of unique data specific to your product/service as it lives within a larger industry. So explore ways you can slice and dice the data to create something unique and intriguing. It’s all about big data these days; see what you can make of yours.