Aaron and I have the conversation often.
A: “We need to write something for the blog. Have any good ideas?”
Within minutes, I’ve typically rattled off about two dozen writing prompts and he’s overwhelmed with options. Then proceeds:
A: “Well where do I even start? How do you do that? This is so easy for you.”
The truth – it’s not easy at all. I’ve been practicing this process for more than a decade and my career in content, design and creation gives me a distinct advantage. Still, great (or even good) content is tough to come by – especially when you’re flying solo to generate it. Here’s how I overcome the idea droughts:
1. Take advantage when inspiration strikes.
Are you feeling particularly excited about a project today? Did you have lunch with an insightful colleague? Have you finally found time to catch up on industry news? In the moments that you’re naturally feeling the most inspired, take a few minutes to make a list of topics you could confidently write or speak about. I tend to keep this list in a living and breathing Google doc or Evernote – letting me work on it from my phone or desktop each and every time I feel so inclined.
This works especially well when I’m beginning new projects or starting work with new clients. As I learn about an initiative, I keep a running list of things we could potentially spotlight. There is such a thing as “knowing too much” and once you’re too close to a project, it can be difficult to regain the flashes of bright ideas you’d sparked early on. Running lists (often hundreds of potential topics) help me to navigate those times when I need a fresh perspective much later down the road.
2. Look to someone else.
Colleagues and partners love to share their perspectives on business, industry, processes, etc. A fast, low-touch option for creating new content can be as simple as distributing a quick email “interview.” Easy Q&A articles can be a wealth of quality information while providing you double the share power by linking and tagging your special guest! Plus, their thoughts, ideas and questions can cue you to write additional responses from your own perspective.
3. Create momentum with a snowball.
Surely you’ve seen a snowball roll down a hill – gathering more snow, more weight and more power as it goes? With a little bit of planning, you can create a similar effect with your content. The obvious bonus is that this process actually makes it easier to create more content.
Start with a simple post idea: the real estate market doesn’t slow down in winter.
That one idea can make for a pretty compelling post. But what if you keep building off of it and combining it will other seasonal elements?
- Think of the bare trees and snow. You could write:
- How to maximize your home’s curb appeal in the winter
- Winter-friendly landscaping ideas
- Things to look for when you inspect a new home in the winter
- Think of the holidays. You could write:
- Home sales and holiday decorations: do or don’t?
- All I want for xmas is a brand new house
- How to successfully list a home for sale through the holidays
- Local holiday open house schedules
- Think of the future. You could write:
- How to prepare a winterized home for Spring
- Prepping your home for a Spring listing
- End of year market summaries
- New year market predictions
Keep going! Even if you don’t use all of the ideas right away, keep them on file for a future post!
4. Use what you know.
This one may seem straightforward, but there will always be something you can share that may be of help to someone else – even if it seems a bit basic. For example, not everyone needs help with ideation, but if one of you is out there, stuck and Googling for answers – I can help! Lo and behold, here you are getting assistance from one of those articles I wasn’t entirely sure I even needed to write.
What powerful cues to you use to spur ideas for your content marketing efforts? Where do you turn when you need fresh concepts? We’d love to know your tips and tricks in the comments!