If you find yourself jumping into the content game, get ready to be busy.
Don’t just take my word for it. Take a look at the cold, hard stats:
- 70% of marketers lack a consistent or integrated content strategy. (Altimeter)
- Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing (source)
- 67% of surveyed B2B companies reported marketing content a top three or high priority within their overall 2015 marketing strategy. (source)
- Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (source)
For a content strategy, you need a ton of content. That goes without saying. To get a ton of content that’s actually relevant, you’re going to have to outsource, which is a headache, or you’re going to have to insource. You may even have to do it yourself.
Let’s be honest: today’s business world moves quicker than a bullet train. Finding the time to crank out relevant content will always be limited. So, the key is to maximize all of your efforts. You have to fight the timecrunch. To me, in the long run, that’s a good thing. Makes you much more versatile.
As I read recently, the key to writing is making it a habit. I agree 100%.
Here’s a few ways to get there.
Love thy subject
If you love the subject you’re writing about, a lot of the hard work of writing won’t seem like work. If you hate your subject, or find it boring, you’re in for a long slog. Personally, I think you can find at least something interesting about even the most mundane topics. We’re not writing $5 SEO articles about appliances here. We’re professional marketers.
In my own case, I came in from running B2C video content campaigns. I thought B2B was a space where everyone swapped datasheets and product specs all day long. Boy was I wrong, and when I came into B2B marketing I instantly fell in love.
To me, B2B is where much of the innovation is taking place. It’s like everyone spontaneously woke up after a decades-long snooze. To make things better, I discovered a HUGE and GROWING sector of smaller companies that are straight killing it with truly creative content and social campaigns.
Success in B2B reminds me a lot of old school journalism— know your audience and give them what they want.
B2B is just a rapidly changing space with TONS of room for innovation. People don’t just consume content at the office, they could be anywhere. Of course you have to above all know your audience, and work make sure everything you touch has an element of relevance and shareability. Boring is dead.
Keep a cache of ideas
Ideas are the currency of the content marketer.
Start a folder (at LeadMD we use Box) and call it your treasure chest or something fun. Ann Handley calls hers “Idears” as a reminder to not take things so seriously. The point is, it’s important to get into the habit of treating your ideas like tangible things.
IDEAS ARE THE CURRENCY OF LIFE. Not money. Money gets depleted until you go broke. — James Altucher
Personally, and you may find this to be the case as well (let me know on Twitter),I follow the tradition of a long list of writers & carry a pocket notebook. I find that my thoughts become much slower and more linear when I’m not typing, but your mileage may vary.
In the fast-paced world of today’s marketing, you probably have many roles and will be working on simultaneous projects. So you can’t rely on yourself to remember those moments, you have to store them and come back later.
I’ve struggled with “I’ll do it later” syndrome. I quickly found that writing things down stamped out most of that “I’ll do it later” feeling. Let’s face it, in the crush of the workweek, things get easily lost.
Your ideas are precious, write them down!
Capitalize on inspiration (but don’t wait for it)
Great writers don’t wait for inspiration. They work.
If you think you have to sit around and wait for your content muse to deliver inspiration from on high, you’ll be waiting a long time. The content game moves fast.
Look, writing isn’t a switch you can turn on and off. It’s tough. And the pace of marketing makes it tougher. So you have to have the pieces in place to capitalize on inspiration when it strikes. If you love you subject, track your ideas and capitalize on them you’ll be well on your way to becoming a content powerhouse.
What tips do you have for creating great content on the fly? Do you have a routine? Leave a comment, or hit me on up on Twitter.