Creating content that brings value to your prospects and clients is one of the hardest things to do as a marketer, especially if you need to do it on a regular basis for your company’s blog.
Here are five ways that will allow you to rethink your content creation process and get over any writer’s block you may have in creating new content ideas.
Make each blog post count.
Don’t publish something just for the sake of publishing it.
I’m a firm believer of quality over quantity.
In fact, most experts agree that blogging once, twice or three times a month is ideal.
In a post written for ProBlogger.net, Ali Luke says:
“As a reader, I much prefer blogs that post once a week or even once every two weeks-but always say something genuinely useful-than blogs that post every day just for the sake of it. If you look at the blogs you read in depth versus the ones you skim, you’ll probably realize that you feel the same way.”
In a separate article, Darren Rowse reveals that:
“I once surveyed readers here on ProBlogger about the reasons they unsubscribed from RSS feeds, and the number one answer was “posting too much.” Respondents expressed that they developed “burnout” and would unsubscribe if a blog became too ‘noisy’.”
Sure, you may end up with 3 to 4 blog posts per month, but who cares?
As long as it delivers the good stuff, don’t worry about having to push content everyday.
Even the most normal tasks bring value to your customers.
Think about the last time you received a complaint from a customer.
How did your team resolve it? What was your thought process as you go through the whole situation? What lessons did you learn?
It may look trivial to you, but somewhere there could be a business owner going through the same situation.
Why not write about your experience and publish it as a case study?
If you think about it, case studies offer benefits other content cannot deliver.
In fact, a CMI/MarketingProfs study reveals that B2B content marketers reported a 70% effectiveness rate of case studies in their campaigns.
When in doubt, refer back to your customer persona.
Your business exists for one reason: to serve your customers.
Therefore, it behooves you to create content which satisfies your customer’s needs. If you find yourself grasping for good content to publish, study your customer profile.
Ask yourself these following questions:
What keeps them awake at night?
What makes them insecure or afraid?
What are their frustrations or confusions?
In my business, I have a quarterly theme centered on a particular customer need.
Themes help me be more focused on what type of content to publish.
For example, the current theme is “Website Redesign”.
I created a list of problems or questions most of my customers have with this topic:
When is the right time to redesign your site?
Who should be part of your redesign team?
5 Website Redesign Best Practices
Do you realize now how easy it is to come up with blog content?
And it doesn’t require much effort on your part. The only thing you have to do is ask your prospects and customers what they need help with.
There’s a time to teach and a time to tell stories.
When I was first introduced to blogging, I was super excited to write about my struggles, frustrations, and triumphs as a web designer.
My content is always about stories of people I came into contact with or tech glitches I had to solve. But then I decided to follow what other people are doing. I wrote how-to guides, eBooks and list posts.
Although nothing is wrong with that, I realized how much I veered away from my purpose for blogging:
To share my story.
I know you have to show authority and expertise by publishing helpful articles.
But I hope you also realize the importance of YOUR own story.
Because it’s YOU they’re heavily invested in.
Show your customers you’re one of them. That you can screw up sometimes and you’re not afraid to write stories about it.
Customers will appreciate your honesty. It’ll even make the bond between the two of you tighter.
Sometimes, it’s okay to quit.
If you find yourself running in circles with no clear end in sight, then it’s time to drop what you’re doing and get a breath of fresh air.
It’s time to fill your idea bank.
Go to the gym, take a nap, book a flight somewhere, tend your garden, watch a movie, or talk to someone.
Give yourself a break.
By the time you get back to work, you’ll be refreshed; brimming with ideas and stories to tell.
Everybody experiences dry spells. It’s how nature works and we have to respect it.
Take a look around you. There’s a time to sow, a time to reap and a time to back off and let nature run its course.
The same is true with creativity. Everything has its time and place.
All you have to do is trust yourself that at the end of the day, you’ll produce content that you and your customers will love.
Do you agree with my list?
Let me know in the comment section below.