Introducing “Mary,” a successful business owner who suffers from content overwhelm. She spends her days organizing clients, shelves and closets, and she’s been working for 6 months to put the final touches on her web site.Mary’s spent a lot of her time making a plan. She’s worked with her coaches on identifying her niche and clarifying her ideal client. In fact, she’s been through several programs, each coming up with a different set of recommendations.
But she can’t implement these recommendations. She can’t launch her website till she creates her giveaway. It’s half-written and she’s got ideas, but it takes time to create the content. She needs blog posts, articles, videos and more. She’s begun to realize, “Unless you get this content written, you’ll be wasting time and money when you attend courses to develop your niche, identify your ideal client, craft your position, develop your logo and tell your story.”
Mary suffers from content overwhelm.
The truth is, a lot of marketing puzzles seem to solve themselves when you develop content mindfully. Many of my clients are surprised to gain new insights into their strategy while developing their content. For instance, my guidelines for new product creation is, “Create the sales letter first. If you encounter glitches, such as trouble identifying benefits, you can be sure there’s trouble at the border.”
So how can you find time to create quality content and do everything else you REALLY need to do?
(1) Become an instant content curator. When you find an article that your audience might like, write a brief summary. Add the link to the article and add the summary to a blog post. Now you’ve taken the first step to blog curation.
(2) Use the principles of story marketing.
Most of us don’t think of storytelling as a path to productivity. But storytelling actually can simplify a number of marketing challenges. When you ask, “Can I turn this activity into a story?” you may be surprised at the outcome.
(3) Find new ways to recycle and repurpose your content.
A common goal is, “Make one piece of content do the work of three.” And as a follow-up, “Create only content that can be used at least three times.”
For instance, whenever I create a PowerPoint video, I use it as a blog post, a YouTube video and a Slide Share upload. Sometimes I refer to it in my training materials.
When you answer a question in a forum, you may find you have begun a blog post. Additionally, these forum questions tend to reveal what’s top-of-mind for your audience.
Some coaches will advise you, “Don’t start writing one piece of content until you can identify at least THREE ways to repurpose it.”
But that’s just the beginning.
To get off to a good start, the Coach Glue folks have a whole training on content repurposing
(4) Create a strategy to answer those nagging little questions like:
“Is this good enough?”
“Should I tweak the headline a few more times?”
“What’s missing from this sales letter?”
That’s when it’s time to call for help – not from your BFF or your mother, but from someone who’s objective and experienced with creating content. My version of help is here and I also offer a video option.
I cringe when I see someone post on Facebook or LinkedIn: “I just built my new website! What do you think? Please make any suggestions…”
There are several problems with this offer. Strangers will be hesitant to tell you the truth. They’ll try to be upbeat and point to the positives.
Additionally, they often don’t have a clue, but they think they’ve got answers! A copywriter’s website, for example, requires unique components, which I explain in this new course. A lawyer’s website won’t be the same as a weight loss website targeted to millennials.
Worst of all, you’ll get answers all over the map. That’s because the only way to critique any piece of copy is to dig into the history – the purpose, USP, niche and more.
(5) Test the demand for any piece of content you’re going to sell or use as a lead magnet. You can write the sales letter or just use some copywriting techniques. We discussed this topic in a webinar recently. You can listen to the replay here.
What do you think? What are your challenges with content overwhelm? What are your favorite tips? Add a comment below!
And for one-to-one support for creating your own content, sign up for some copy coaching.