Creating content that brings value to your prospects and customers is one of the hardest things to do as a marketer, especially if you need to do it regularly for your company blog.
Here are five ways that will allow you to rethink your content creation process and overcome any writer’s block you may have when coming up with new content ideas.
Make every blog post count.
Don’t post something just to post it.
I am a firm believer in 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 really helpful, than blogs that post every day just because. If you look at the blogs in the that you read deeply versus those that you skim, you will probably find that you feel the same way”.
In a separate article, Darren Rowse reveals that:
“I once surveyed readers here at ProBlogger about reasons they unsubscribe from RSS feeds, and the number one response 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 or 4 blog posts per month, but who cares?
As long as you offer good stuff, don’t worry about having to submit content every day.
Even the most normal tasks add value to your customers.
Think about the last time you received a customer complaint.
How did your team solve it? What was your thought process as you went through the whole situation? What lessons did you learn?
It may seem 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 that other content cannot.
In fact, a CMI/MarketingProfs study reveals that B2B content marketers reported a 70% success rate in case studies on their campaigns.
If in doubt, refer back to your customer profile.
Your business exists for one reason: to serve your customers.
Therefore, it is up to you to create content that meets the needs of your customers. If you find yourself looking for good content to post, take a look at their customer profile.
Ask yourself the following questions:
What keeps them awake at night?
What makes them insecure or fearful?
What are your frustrations or confusions?
In my business, I have a quarterly theme focused on a particular customer need.
Topics help me focus more on what kind of content to post.
For example, the current topic is “Website Redesign”.
I created a list of problems or questions that most of my clients have with this theme:
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 how easy it is to create content for a blog?
And it doesn’t require much effort on your part. All you have to do is ask your prospects and customers what they need help with.
There is a time to teach and a time to tell stories.
When I was first introduced to blogging, I was very excited to write about my struggles, frustrations, and triumphs as a web designer.
My content is always about stories from people I came in contact with or technical problems I had to solve. But then I decided to follow what other people do. I’ve written how-to guides, e-books, and list posts.
While there’s nothing wrong with that, I realized how much I’ve drifted from my purpose of blogging:
To share my story.
I know you have to show authority and experience by posting useful articles.
But I hope you also realize the importance of YOUR own story.
Because it is YOU in whom they are heavily invested.
Show your customers that you are one of them. That sometimes you can screw up and you’re not afraid to write stories about it.
Clients will appreciate your honesty. It will even make the bond between the two of you closer.
Sometimes it’s okay to give up.
If you find yourself running around in circles with no clear end in sight, then it’s time to drop what you’re doing and get some fresh air.
It’s time to fill your bank of ideas.
Go to the gym, take a nap, book a flight somewhere, tend to your garden, watch a movie, or talk to someone.
Take a break.
By the time you get back to work, you’ll be refreshed; brimming with ideas and stories to tell.
final thoughts
Everyone experiences dry periods. This is how nature works and you have to respect it.
Look around. There is a time to sow, a time to reap, and a time to stand back and let nature take its course.
The same goes for creativity. Everything has its time and place.
All you have to do is trust yourself that, at the end of the day, you will produce content that you and your customers will love.
Do you agree with my list?
Let me know below in the comments section.
