Content Marketing: What Happens When You Run Out of Ideas?

Content marketing can be a really important piece of your marketing plan.  If you are trying to connect with individuals on the internet, and you should be, then you need to have an effective strategy.  With the rise in use of tools like Adblock, the usefulness of advertising as a small business is waning.  Why pay a lot of money to advertise when people are going to block you from their screen anyway?  Consumers are becoming more and more picky about who they want to hear from and who they will tolerate receiving regular e-mails from.

Creating high quality content becomes crucial for connecting with your community of prospective clients.  You want to be on platforms where they can easily find you and you want to give them information that they are willing to engage with.  You build your credibility and help your prospects when you share your knowledge and provide content that they are looking for.

One of the big draw backs as a solo entrepreneur is that providing fresh, relevant, high-quality content takes a lot of time and effort.  You may not have a desire to write regular articles or spend a lot of time devising a Facebook campaign.  One strategy to combat this issue is to post less frequently, but then you may not be seen.  To be sure that a good portion of your contacts see your content you need to post at least 6 times a week on Facebook, for example.   Tweets have a shelf life of a few minutes.  Blog posts and videos have a longer life on the internet, but require significantly more time and effort to develop.

It can become overwhelming when you have to produce content on a regular basis for multiple platforms.  Without a staff or a lot of extra cash to pay someone else to do it for you, content marketing can quickly fizzle.  As you get busier in your business you also need to spend more time serving your clients and have even less time to stay on top of marketing.

Confession: I came up with this topic because I hit a wall over the past couple of days and could not figure out what to say in my weekly article about business development and marketing.  I know that it is important to stick to the schedule that you have created because people expect your content (and that’s a good thing).  At the same time, there were crickets in my head every time I sat down to write.  This is definitely the dark side of content marketing.

What are some strategies to make it easier to work through the blocks to generating regular high-quality content to share with your community?  Here are some thoughts:

  • Create shorter content.  You can write shorter articles, record shorter videos, or share photos that tell a story.  Less content takes less time to create.
  • Share content.  If you are at a complete loss, share someone else’s great content.  You probably want to avoid sharing something from a direct competitor, but there is a lot of information out there.  If you found a relevant, high-quality article or video you can share it with your community.
  • Recycle content.  If you are out of ideas, use an old idea and revamp it into something new and useful.  You don’t have to always have a brilliant new idea.  It is rare that your current contacts will have heard the content you used a year ago and remember it.

These are a few things that came to me as I was pondering my predicament about content creation.  I would love to hear any other ideas that you have about ways to keep awesome information flowing to your community.

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