The biggest challenge
for the business person committed to content marketing, the need to create the next great article never goes away. Consistency is at the top of the list when communicating with customers and prospects. Interesting, relevant and timely stories aren’t an option. In my world as a radio talent coach, writer and communications specialist, the questions I hear the most are these:
“How do you come up with the ideas?”
“Where do you get your inspiration?”
“How do you find the time to write?”
“Where did you get that interesting article you posted?”
Some thoughts for you.
In radio we call it show prep
Anyone responsible for content must have time, discipline and a system. Without the discipline to set aside the time and do the work, no system matters. And, without a system, your time will be wasted. Imagine if you were a performer with a radio show and you had to entertain and inform your audience for several hours every day. Would you consistently have something to say? Would you be
ready to turn on the microphone? Or, would you wing it, hoping that something good will fall from the sky? Those who wing it lose listeners. In content marketing for your business, those who wing it lose customers.
ready to turn on the microphone? Or, would you wing it, hoping that something good will fall from the sky? Those who wing it lose listeners. In content marketing for your business, those who wing it lose customers.
Time and discipline
Look at your business week.
Do you just randomly do some things or do you schedule your work and work your schedule? Are you proactive or reactive in your business life?
Making a plan means organizing the things that must be done and then setting the time
aside to do them. Without a plan, you spend your day reacting to whatever is next. Here’s the problem. If nothing happens in your day, then you do nothing and achieve nothing. How inefficient! Are
you the kind of person who often runs out of time and doesn’t get around to the must-do items? Developing content demands the time and the discipline to do the work.
aside to do them. Without a plan, you spend your day reacting to whatever is next. Here’s the problem. If nothing happens in your day, then you do nothing and achieve nothing. How inefficient! Are
you the kind of person who often runs out of time and doesn’t get around to the must-do items? Developing content demands the time and the discipline to do the work.
Establish an editorial calendar
It’s a simple concept really. Decide how many times per week or per month you are going to publish material on your blog or website. Pick your publishing day and have your article researched, written and edited. Decide how much research and writing time you need to create each post, set the time aside and do it. It is important to use your editorial calendar to plan your topics. For example, your business may be seasonal and there may be a series of articles you can produce that will help your customers
and prospects make their buying decision. There may be new innovations or new products in your field. Perhaps you want to produce a series of videos designed to provide answers to frequently asked consumer questions. The editorial calendar will become your guide
for establishing deadlines.
and prospects make their buying decision. There may be new innovations or new products in your field. Perhaps you want to produce a series of videos designed to provide answers to frequently asked consumer questions. The editorial calendar will become your guide
for establishing deadlines.
Now you need a system
An important first step is to give yourself permission to not see or read everything. That’s an impossible task. You must establish
filters focused on your business requirements. What I mean by filter is a way of allowing creative sparks to fly based on the quality and usability of the material you uncover in your research. The material must be timely, interesting to your customers and clearly related to your business and your personality.
filters focused on your business requirements. What I mean by filter is a way of allowing creative sparks to fly based on the quality and usability of the material you uncover in your research. The material must be timely, interesting to your customers and clearly related to your business and your personality.
I call it “Theory of Three”
Fill your head with ideas and current events and allow yourself to be inspired. A list of categories may include the following:
- Current events – big stories in the news
- New products – from your suppliers
- Industry trends – magazines, websites, twitter trends and
bloggers in your category. What are
they talking about? - Leaders in your business category – do you learn from the
best in your business? - Lifestyle events and issues affecting your business – back
to school, Christmas, winter, spring, summer, fall, weather etc. - Charity drives, concerts, festivals and community events –
can you raise your celebrity status by being associated with and promoting
something going on in your trading area? - Recent customer questions
– speaks for itself. What are your
customers talking about? What
questions are you and your staff being asked in person, by phone or on
line?
In each category, find what you consider to be the top
three items of interest to your customers and prospects. Keep it to three. More and you’ll be overwhelmed. Now, ask which of these could be articles for your blog? Are you inspired? A recent example from Current Events may have been Hurricane Irene. What, if anything, can your customers learn from the Irene experience? Can you help your customers be prepared for a natural disaster in your location?
three items of interest to your customers and prospects. Keep it to three. More and you’ll be overwhelmed. Now, ask which of these could be articles for your blog? Are you inspired? A recent example from Current Events may have been Hurricane Irene. What, if anything, can your customers learn from the Irene experience? Can you help your customers be prepared for a natural disaster in your location?
Who are these people you call customers and prospects
There is no sense taking the time and devising a system if you have no idea what your customers and prospects want? It’s about them not you. You must define your community before you can create your service and always remember, you are providing a service. You are the information source. You are the person they turn to when they want what you have to offer. It can never be about you, only them. You can apply your personality and style but the content must be customized to your customers needs.
There is no better research than actually talking to a customer
And, there is no better research technique than asking open ended questions. You’ll find that most of the great questions begin with the words what or why and occasionally how. Open ended questions are those that lead to conversation. They cannot be answered with a simple yes or no.
- How can I help?
- Why are you here?
- What problem are you looking to solve?
- What information do you need before you make up your mind?
- What is the outcome you want to achieve?
- What other solutions are you considering?
- Why this one and not that one?
- What sort of budget do you have?
The answers to these questions could not only lead to an article or two or three, but could result in an actual sale.
The bottom line
Be insanely curious and observant about your life and experiences. It could be something as simple as the way a waitress greeted you at a restaurant. Is it something you could steal or adapt for your business? Write it down, make a note, think about it and decide. Is it
something you can write about?
something you can write about?
Creativity and content are not luxuries or diversions to be explored only when you have the time because without ideas and inspiration, how does your business grow?
