Where do you come up with content?
It’s that time. You know you need to write another blog post, but you’re just not feeling it. Where do you start? If you are an expert advisory firm, you are aware of the importance of providing valuable thought leadership, also known as lead-generating content. Your website needs to substantiate the work you do for your clients. When a prospect who is “on the fence” about your services comes across your site, your content can make the difference.
What value do you provide? How are you better at a particular business niche than any other service provider in your space? What is the difference you can make to a prospect’s business? Anytime your content can inform, educate, inspire or entertain your particular clientele, you are providing value. But how do you come up with great content when you’re stuck? As a busy executive, coming up with another great blog post or white paper, can feel like just another task on a long list of to dos.
Resist the urge to disengage.
Isn’t this something you can pass off to someone else? Truth is, we don’t always have time, and many executives do delegate. However, as the expert, the CEO, the actual thought leader, your voice is necessary. Yes, other talented staff can fill in, and should take turns blogging and providing content, insights, firm news and updates, expertise, but ultimately your website and content need to have the voice of the one who leads — your perspective is important.
Become inspired.
So where do you go for ideas? Here are seven sure-fire ways to be inspired.
1. Keep a morgue file. Sounds morbid? Morgue files held the old files and notes that were kept by criminal investigators and old article clippings for research kept by newpaper reporters. More recently, a morgue file has come to mean any collection of images, post-production pieces or reference materials for designers, artists, teachers, etc. It’s essentially an idea file.
Clip articles that inspire you from Inc., FastCo., Forbes, and industry publications, as well as notes you jotted down from meetings or events — this is your blog idea file. And, for those of us who do so much of our reading online, a great app that I love called Pocket, helps to keep track of interesting online posts, publications, videos, etc. It’s an online bookmarking/categorizing app that you can use on your computer and/or mobile devices to save pages you want to come back to.
2. Share a client story. Better than just a business case study, tell a success story based on one of the common challenges your clients share. Coming from your experience and perspective, you’ll be able to add insights that go beyond “marketing speak.” Always approach this kind of story or commentary as an opportunity to educate or provide value.
3. Common questions. We all have prospects and clients who ask us some of the same questions based on our expertise. What are the common requests you receive? What are your clients struggling with? What keeps them up at night? This blog post was stimulated by a long-time client who just can’t seem to make the commitment to content marketing and social media. We got past most of the common excuses, and we’re getting into questions like: but how do I come up with content when I’m stuck?
As a business owner or advisory firm partner, what do you and your colleagues grapple with? Providing readers with a sense of your perspective and the careful thought that goes into resolving sensitive issues and sharing hard truths not only reinforces your expertise, but fosters a sense of camaraderie and trust.
4. TEDTalks. There is always something interesting or inspiring to listen to at Ted.com (1500+ talks to stir your curiosity). TED is a nonprofit devoted to “Ideas Worth Spreading.” It started out in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design, and is a wonderful resource for inspiration and information. It has grown incredibly since then, with offshoots like the TEDx program, giving communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level. TEDx events are planned and coordinated independently. Go to either site, and search industry-specific topics.
5. Lists, tips and how-tos. Just when you think you’ve exhausted your resources, create a “Top 10.” Top 10 business books you recommend to clients, eight quotes that inspire the way you lead, 12 lessons that changed your business for the better, how to take the pain out of _______. Sometimes when you think of your content in terms of a quick list, it makes it easier to contract.
6. Interviews. Either interview a client, a colleague with a complementary expertise, or other author/expert/guru. Or, be interviewed yourself. Did you recently speak at an event? Be sure to record it and share the transcript or key takeaways. Better yet, provide audio or video excerpts.
7. Change the medium. Try a video blog. Comment on a current industry trend or current event that affects your industry. Or if that idea just doesn’t work for you, try recording a blog post. Sometimes, a great idea captured in the moment on your iPhone can provide great content, or at least get things rolling. Just changing the way you normally deliver content, may help spark new ideas.
When you think you have nothing to say or share, take a moment, find your inspiration from the list above, and approach each post as an opportunity to educate and provide value (think strategies and best practices). When you focus on solving problems, industry trends and inspiring content, your audience will appreciate it, share it and come back for more.
–Wendy Baird, principal and president
1 Comment
So, I have a catalog of past and potential blog items with 2 planned each month. I have added this list of 7 tips to my catalog with a link back to your site. Thanks!