One of the most underrated, but most valuable parts of any content generating groups is the editorial advisory board (EAB). Even if your business isn't content, if you publish anything tot the outside world (and if you don't you likely should) then you should have an EAB to help you with your content and your content calendar.
These boards are generally made up of the publication editors or your chief content office and a handful of internal (and occasionally external) experts on your business. Keeping the group small will make it exclusive, more desirable and sought-after. Their expertise could be about your product, your service or even you sales force.
Your content will improve immeasurable with input, advice and suggestion from these boards. Now, they do not direct your content, so you are not surrendering power or decision making; rather they provide subject matter ideas, comment on content that was produced, and provide opinion on topics or projects underway. Often, the cross-talk generated between board members in your regularly scheduled meetings (important) will be valuable in itself.
Who to choose? In compiling a board, choose members from different disciplines, regions or business groups; you want a variety of opinion. Don't pick friends; you will learn more from agnostics or even those who not so friendly -- they will be more honest (and you may improve a relationship). Most importantly, they must commit to you schedule of meetings. It is pointless to have an adviser who never makes it to the meeting. Compensation is generally the honor of being asked, but can also include where appropriate a listing within the publication or on a company website.
Start simple, but start now. The creation of a content marketing advisory board will completely revolutionize your content marketing and your marketing overall. You will see and hear about things that you had never considered. Content ideas will flow like a river and direction and priority over content will reveal itself in a golden shaft of light.
Start emailing invitations.
February is Library Lovers Month
Perpetual calendar pictured available here.