We’ve all had slow days, we’ve all been overwhelmed, we’ve all felt left behind by the next big thing — this is why it’s crucial for content marketers to stay absolutely positive and enthused about what they do.
Like any job, a few lax moments in the brain department and we start seeing negative returns. This is deadly for social media marketing, especially when every share, like and comment builds upon one another. How, then, do we stay inspired doing the same thing day in and day out?
1. Read & Research
Content marketing is an interesting industry because it’s people like you — marketers, social media admins, etc. — who speak for and lead the business. How did you learn about the importance and later decline of Google Authorship? From authoritative authors on sites like this who monitor the ins and outs of online marketing trends.
If you ever feel like your strategy or copy isn’t up to par, look at what other people are doing. It doesn’t have to be the best thing ever, either, since the best ideas are often derived from seeing too many bad ones.
Personally, I like to open a series of browser tabs first thing in the morning and skim through the headlines (which is very 21st century of me, I know). Sites like Copyblogger, Search Engine Journal and even Content Marketing Institute are outlets where experts go to discuss the latest of the industry, share studies and try new ideas. Why? Because they want readers, are interested in sharing their findings and know they are an important part of the industry.
When the time comes, I like to take what I learned, apply it, and later blog about the process or method and explain how it applies to my own niche. It’s like taking notes in class and copying them down at a later time to reinforce what you’ve learned.
2. Blind Experimentation
There are two camps in content marketing: The analytics who live for numbers and those who believe in the strength of original, powerful content. There are crossovers, of course, though I definitely fall into the second camp.
Do I see the benefits of posting Tweets at certain times of the day on certain days of the week that are 70 characters long and include one link, three hashtags and a mention? Yes. Do I market like this? Not always.
I tend to stay away from precision because it cramps creativity. That said, it is helpful to test out some of these cookie-cutter marketing strategies and observe how they help your own campaign.
Then there’s blind experimentation, something I enjoy doing more than writing about content marketing. Have you tried writing 200-word Facebook posts (like mini-blogs)? No…why not? You don’t need to wait for someone to come along with a case study to say, “It’s okay to try this idea.” Be a forerunner!
Blind experimentation is fun, exciting and keeps you thinking.
3. Change Targets
Let’s pretend you market a contracting business. Honestly, how many articles can you write about remodels, kitchen countertops and light fixtures? Maybe 50? And when you start factoring in daily social media posts, you’ll likely burn out of original ideas within a few months. What then?
There is one ingredient I’ve found that makes any post or article more memorable than others: Specificity.
Writing to a general audience is boring and uncreative. You wouldn’t use the same stick-to-it script to sell homes to 20-somethings and retirees, would you? Of course not.
Try shifting your focus and writing at someone specific. For the contractor marketer, why not spend a week exploring the perks of adding a basement bedroom for new families? Why not jump out of your routine and talk about amazing treehouses contractors have built for homeowners in the country? These ideas — while not entirely creative — give writers and marketers a starting point.
And there you have it — three general ways for you to add a unique, fresh spin on your content marketing. Give it a try…you won’t be disappointed!