If you read my article last week, you’ll know that I looked at content marketing…
5 Ways to Avoid Content Creation Burnout
If you’ve been in business for any measure of time, then you would know that ‘brand presence’ is everything.
If you want your client base to grow (and your bottom line to grow with it) then your brand needs to have a strong presence across social media, Google, podcasting, Youtube and whatever other mediums your target market are regularly engaging with.
This seems pretty straightforward; if my clients are on Facebook every day, then my business should be posting to Facebook every day. But in reality, coming up with that much fresh content every week of every month of every year can be exhausting! Not to mention downright frustrating. And with all the pressure weighing on your shoulders, it can be easy to fall into the trap of the ‘content coma’; letting your website and social media accounts sit stagnant for weeks or months on end.
As a marketing and communication consultant, I see this happen with far too many businesses, so I’m going to share my super secret, top 5 tips for avoiding content creation burnout:
1. Have a calendar.
It’s a simple thought, I know, but it’s amazing how much something as easy as using a calendar will help you to organise your thoughts. I use my calendar to first break down my content into monthly topics (these will inform the monthly blog, podcast, video, as well as form the basis for the social media posts), and then I break each day of the week down into different formats.
- Monday -A top tip.
- Tuesday – An infographic.
- Wednesday – A testimonial or case study.
- Thursday – A quote.
- Friday – A video.
This helps you to know what you’re posting, when you’re posting it, and where you’re posting it to, and having your topic already set out for the month will make coming up with the ‘top tip’ or finding that ‘quote’ so much easier.
2. Use public events to inform your content.
This is another way that the calendar helps (although you can also use National Calendar if you want a full overview of international events, month by month). This will help take the pressure off by giving you something new and fresh to post about every month. Find the events that are relevant to your brand and your target audience and create some of your content around that. Doing this will also give you the chance to ‘piggyback’ off events with a larger audience by tagging the organisation or event, and hopefully getting a bit more traction for your business.
3. Set up Google Alerts.
I love these. Through this portal, you can set up an alert for any subject that could be of interest to you, your business, or your clients, and once a week Google will send you an email with all the top ranking articles on that subject. For me, I find just reading through the article titles is enough to overload me with inspiration but some of the sites are worth a read and knowing what’s going on out in the world will really help inform your content.
4. Link people back to your website.
The majority of businesses spend a lot of time and money creating the perfect website only to seemingly forget about it. Your content should add value to your audience but ultimately it’s about converting potential clients into purchasing clients, and there’s no better way to do this than by getting them on your website.
If you find that one of your biggest frustrations with content creation is trying to find a way to reword the same information from your website month after month then stop it. Create a post with a few quick lines that introduce the product or the service or exacerbate the pain your clients are feeling and then link them to your website and let it do the talking!
5. Repurpose, repurpose, repurpose.
Earlier I said that a lot of this content creation exhaustion comes from the idea that you need to be constantly spitting out fresh content every day of every week of every year but that’s just not the case! It all lies in the simple art of repurposing.
Just to give you an example of what I mean, from this article alone I could easily pull out four to five quotes that would make perfect Facebook posts. If I wanted to get a little fancy with those quotes and add some eye-catching images behind them, suddenly I’ve got a week’s worth of Instagram posts. If I wanted to simplify this article into bullet points and pull out my microphone, I’ve now got a basic script for a 30-minute podcast.
The key to repurposing is to rotate your content. Don’t send it out into the world all at once; sit on those Facebook and Instagram posts and filter them at out at different times throughout the month.
So if you’ve been feeling burnt out by your content creation demands and are tempted to fall into a ‘content coma’ then give these tricks of the trade a try and let me know how you go.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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