Let’s face it. You’re busy. You have a business to run. You have things to do in the “real world.” The last thing on your mind is sitting in front of a computer and writing another blog post.
Yet at the same time, you know you need to do it. You know how important it is to produce content on a regular basis, especially if you’re putting any effort at all into social media marketing.
So, at one end of the spectrum, there’s an ever-present need to publish more, write more, engage more, comment more, share more. And at the other end of the spectrum, there’s the fact that your day is already jammed packed as it is. Something has to give in order for you to move forward with your content marketing goals.
If that situation sounds like something you can relate to, keep reading, because I just might have your solution.
The truth is, there is no easy way around this content marketing dilemma. The bottom line is that you get out of content marketing exactly what you put into it. If you give it the necessary time and effort, then you’re going to end up with quality content that others will truly take interest in and share. If you slack on it, well, then don’t expect much.
In the worst case scenario, if you don’t do it at all, you’re just giving the competition a shot at stealing your customers by proving value and staying relevant.
Okay, now that we’re on the same page, let’s get down to the solution.
Here are 5 steps that I use to produce quality content on a routine basis, without having it take away from the other parts of running a business:
1. Start by blocking out time
There are 168 hours in a week. Can you find three of those hours for blogging? It really doesn’t look like much when you lay it out in that manner, but three hours is more than enough time to keep your blog current. If it takes you an hour to write one blog post, you can knock out three in three hours. That’s pretty much every other day of the week. Not bad at all! We’re talking about less than 2% of your week. You know you have that.
Once you’ve found the time, make it sacred. Mark it in your calendar. Make sure you won’t be interrupted. That time is yours and yours alone.
2. Share what you are passionate about
Regardless of the business you’re in, there’s always a fun, interesting, and relevant way to share it with the world. Do you sell tiles? Don’t blog about tiles; blog about luxury living. Blog about the latest home design trends. You have to think one or two degrees out from your product or service in order to come up with content that is relevant to a wider audience.
Nobody wants to read a blog about tiles, but many people want to read a blog about home design ideas, trends, and more.
Anyway, once you’ve discovered what you can talk about, keep a list of ideas with you at all times. I use Evernote for this. Anytime I have an idea for a blog post, I write it down. That’s where the idea for this post came from. After a while, the question of “what should I talk about?” becomes trivial. You’ll have ideas for weeks worth of content.
3. Choose a medium that fits your style
Blogging is not for everyone. Some people hate writing. In that case, give video a try. Maybe you love being in front of a camera, where you can let your personality shine. On the other hand, if you’re a very visual person, you might have better luck producing infographics, or slides. Believe it or not, you can very easily produce and share PowerPoint presentations that get more attention than some blog posts.
Whatever style you choose, you need to stick with it. And if you’re really feeling brave, give them all a try to see what sticks. You see, choosing the right medium for your content is not entirely up to you. It’s up to your audience too. For example, many fans of video games would prefer to see a video review of a new game over a written review. You need to understand what your audience wants, and always give that to them.
Hopefully, once you start thinking about these things, you can find a common ground that both fits your style and the needs of your audience.
4. Repurpose your content as often as possible
What I mean by repurposing is simply taking your original ideas and generating many different forms of media from them. For instance, I love to take quotes from my blog posts and turn them into tweets. From one blog post, I can get at least five or six unique tweets that I can use throughout the week.
I could just as easily turn a written blog post into a slide deck to publish on SlideShare. Or, if you have a great video that you’ve just created, why not transcribe it into a blog post?
There are many ways to get the most out of a single piece of content. The more variety you have in your approach, the more traction it can have, since it’ll attract different crowds of people.
Lastly, by doing this, you’re truly maximizing your time, since you’re essentially producing multiple pieces of content all from a single idea. Talk about productivity!
5. Have fun with it
If you see content marketing as a chore, you’re never going to stick with it. I look at each blog post I write as an opportunity to learn more about a specific area of marketing that I may not be well versed in. I also look at it as a way to practice teaching a topic to others, and in that sense, I solidify my own understanding of the topic.
So, look for ways to have fun with content marketing. Challenge yourself to speak about things that you’re not an expert in, but that you know you need to get a grasp on. In that sense, content marketing does as much for you as it does for your business or your audience.
In conclusion, these are just a few ideas to get you thinking about content marketing in a different light. At the end of the day, you know you need to be producing content, so why not make the most of it?
I would love to hear your personal tips, tricks, and advice on how to make content marketing a habit. Please feel free to share them below in the comments section or give us a shout on Twitter.
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