Producing content for your email campaigns, social media, newsletters, and other marketing funnels can be a lonely job. At times, the process of cranking out the word count required for campaigns often means removing yourself from the general noise of the office environment and finding a quiet corner to get creative. But a warning, too much of a good thing can actually damage your creative workflow. Isolation might help you find the headspace to craft your message, but you won’t find much inspiration in an empty room. So, How to be good at content marketing?
Here’s the reason why I believe in getting out there as often as possible and meeting the people who inspire my work — my clients. It helps me discover what makes them tick and, conversely, what keeps them awake at night.
If I can spend some quality time with my clients in their own work environment, learn a little bit about the challenges they face in their business lives. And perhaps, talk about some new ideas or brainstorm solutions to a few problems. This way, I’ll not only try to help them build a better business, but I’ll also develop a source of inspiration for my future content marketing efforts.
Remember: If you can solve a problem for one customer, there’s a GREAT chance that another 10, 100, 1,000, etc., etc. potential clients (depending on the size of the niche you serve) will carry the same problem. Prove how you solve that single problem is most efficient. And suddenly, you have a very useful and therefore attractive business solution in your hands.
Consequences of Creative Isolation
I witness the consequences of marketing efforts built under the shadow of isolation every day. These include:
- Generic Copy: This is the copy that’s rewritten from freely available online resources. (often taken directly from a competitor’s blog or — worse — poorly informed sources from the web) It rarely adds value to the conversation and has little value other than perhaps driving a little SEO traffic. This paper-thin content is more concerned with keywords and searches than solving real-world problems. As such will do little to help you build real-world relationships.
- Being Too Clever: Many marketers write completely impenetrable copy that fails to engage their target audience. Their content is stuffed with industry buzzwords and jargons that risks confusing and/or boring potential readers. I always try to remember that while my customers are experts in many fields. It’s my job to make email, social media, and content marketing as accessible as possible to them.
- Going Off-Piste: Admit it. A completely irrelevant and useless content won’t help your client solve his/her problem. So why would they want to read it? A prominent golden rule of content marketing says that “if you’ve got nothing to say, don’t say just anything!”
- Blank Pages: If you’ve ever suffered from writer’s block, you’ll know that it takes twice as long to produce a blank page than a short, insightful, useful article based on real-world experience. It doesn’t matter how good content producer you are in reality, if you cannot find the inspiration, nothing will seem good enough to publish. By simply placing yourself in a quiet room, staring with a blank screen and trying to force content curation will NOT work. (and if it does, it will probably fall into one of the three categories stated above)
How to be good at Content Marketing in 2019? Simple answer, nothing can survive in a vacuum, fill the space up. So get out there and ask the right questions to the right people. And you’ll be writing relevant content that helps your prospects and clients solve problems. Also, it’ll help you to make the right decisions in no time.
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