3 Steps to Never Running Out of Content Ideas for Your Marketing
A major part of running a business in the 21st century is online marketing. With a generation of consumers that spends most of their time online, you need to meet them where they are.
The art of online marketing requires that you constantly come out with new content. This includes blogs, social media posts, video, images and just about any piece of content you can post online.
From the technical perspective, it helps Google and new consumers find you. From a less technical but still very important standpoint, consistently putting quality content out there helps you build trust with potential consumers.
The Problem with Content Marketing
I speak with a lot of business owners every week. One of the most common concerns I hear as it pertains to content marketing is the fear of running out of ideas.
It’s a valid concern. Especially if you aren’t accustomed to constantly coming up with new stories, angles or content on a regular basis. The first thing you need to keep in mind is that creativity is a habit that can be learned. The more you practice the better you get at coming up with ideas.
The second thing you need to know is there are steps you can take to make sure you never run out of content ideas for your marketing.
Step 1: Ask your audience what they want.
Want to know the best way to never run out content ideas? Stop trying to come up with them by yourself. Instead, enlist the help of your audience.
What do I mean by this, exactly? It means finding ways to have a constant conversation where your audience informs you about what they need from you. There are multiple ways to do this so that it’s natural and consistent, including:
- Asking your audience for their input on social media. Here’s an example of what I mean. On January 1st, I posted an image on Instagram with a caption that asked my followers what their money goals were for the new year. Their responses help me come up with future content.
- Survey your audience on a regular basis. Another thing you can do is send a quick survey out to your audience where you ask them for their input. I did this in the beginning of 2015 when my company was rebranding and it completely changed the course of my marketing. Thanks to this survey, I found out my audience wanted me to create a podcast that answered their business and finance questions. Within a few months, I gave it to them.
- Interview individuals in your market. Sometimes the best way to get new content ideas is to interview people in your market. As in, have a real life conversation with them and find out what’s going on. What are they dealing with? What are their fears? What questions do they need answers to? How can your business help them solve a problem? Pay close attention to what they tell you and how they say it.
- Pay attention to customer service queries. If you get a lot of emails or phone calls for your business where people ask you questions, then you can pull some content ideas from it. For example, I often get questions about how to get media mentions so I created a podcast episode explaining how to do it. You can do the same with common questions you receive via social media.
- Create an email marketing series where you encourage people to reach out to you. There are several email marketing services you can use to automate the emails people receive when they opt in to your At the end of those emails, you can encourage people to reach out to you by asking them a question and telling them they can send you a reply at any time.
The key to asking your audience what they want is to do it consistently. Make it a point to always be having some sort of conversation with them. In doing so, they’ll inform you as to what kind of content they need from you.
This way you don’t even really have to brainstorm. The content ideas are coming straight from the people your business is trying to serve.
Step 2: Give the people what they want.
The second step to never running out of content ideas is to give the people what they want.
Did you notice your audience keeps asking a specific question over and over again? Give them an answer via a blog or live video.
Did they ask you for a specific form of content like a video or podcast? Start delivering your content in that way.
Step 3: Repurpose your content.
The final step to never running out of content ideas is to repurpose your existing content. Sometimes simple updates are enough to give current content a fresh perspective.
Or, you could use the same content but create it in different forms. For example, I take the audio from my podcast episodes and repurpose it into a YouTube video that automatically gets shared across social media channels. Two birds, one stone.
Final ThoughtsThe key to never running out of content ideas is to stop trying to guess what your audience wants and instead ask them what they want. Once you have the answer, you can use it to create all the content you need.