How to build a content mindset that fuels your marketing
Back in early July, I started getting quite busy, with some clients wanting more from me and then several other new clients. And it’s funny how that works, because at the same time things were getting busy, I was FULL of ideas.
In my brand new closed off workspace (my husband gifted me with the best, most purple wall that I love), I spent one Sunday with the door closed filling up all four of my whiteboards. They’re small - my office isn’t that big. I laid out about 6 months of work for myself - and that was just the work I needed to do ON my business.
The ideas were flowing, but that day was only the beginning. I had so many ideas coming, I knew I needed help to make more of it a reality given the influx of clients. Knowing I would soon have help really set the ideas flowing.
In about 4 weeks, I created a content pipeline that has every piece of content documented, from the mere idea to the final published work. Going back through my body of work, which isn’t enormous but it’s also nothing to laugh at, brought on another flood of ideas.
How do you go from drought to drenched in possibilities?
It would probably surprise you to know that from January to the end of June this year, I only published 5 blog posts. And I had time to write for a good chunk of that time. It took a while for me to get really busy with client work.
So, what was the problem?
I couldn’t think of anything to write. I’d been immersed in writing content about more technical subjects for over two and a half years and I struggled to shift my thinking from that kind of work to my lighter approach to marketing. (Trust me, I could get super technical about marketing, but I don’t want your eyes to glaze over.)
There were a few things that made the difference for me.
A place to concentrate and focus
My house is open concept. You can see (and hear) from the basement up to the second floor. I’m used to working from home - it’s been my normal for over a year and half, but I haven’t had nearly as many other human beings occupying this space while I’m trying to work before. (By that, I mean there were none - no other human beings but me around.)
I was distracted from work I needed to deliver to clients so regularly, I had no extra energy to give to working on my business, much less producing content. What can you do? Build a wall. That’s what I did. Or, rather, my tallest housemate did.
One problem solved.
A process to keep things on track
I’m very motivated to help other people and make things as easy as possible for them so they’re not waiting for me to do things I’m asking them for help with (it’s the 3w2 in me).
By going through each piece of existing content, I got into that zone. I started thinking like a content marketer again. I started looking for the opportunities to tackle topics I hadn’t yet, or cover the same topic from a different angle.
As a spreadsheet devotee, the content pipeline just warms the cockles of my heart. with the click of my trackpad, I can switch views and see all my ideas (20+ and counting, thank you very much 🙌🏻). Then I can pop over to see what’s drafted or scheduled.
And I’ll tell you a secret about this marvel of productivity: I had no clue how I wanted it to look when I got started. But I think I landed on something that’s going to work really well and be easy to shift if necessary.
A plan to delegate and share responsibility
The last time I was producing content regularly for my own business, I had help. So, I got some help again. For the first time in 5 years, content I publish on this site won’t all be written by me and that’s probably the most responsible decision I’ve made as a business owner.
Partially because I believe in making solid investments in marketing and partially because I believe in getting help for any work that I don’t personally have to do when I can afford to support someone else.
There’s a lot of pressure in doing things on your own. My first podcast recording was done April 29th and I had it in my head that I was going to do. it. all. Make an intro, an outro, learn how to do the post-production edits, and publish it, too.
😳
My very smart mastermind crew urged me not to put that kind of pressure on myself and I finally gave in and hired help because I just didn’t have time to do it all.
As much as I believe in outsourcing, supporting other service-based businesses, I still have to be my own disaster to reinforce that belief.
Some quick tips to generate content ideas
YOU are the expert in your business. Not your customer. (Okay, some may be - I’ve done work for marketers, just as I hire marketers to do work for me.) Even when you’ve got a customer who’s a similar kind of expert, they aren’t an expert in YOUR business. Own your expertise.
Really - right now, stand up and do the superhero pose. You’re a superhero to your customers.
Because your customer doesn’t have your expertise, you need to back all the way up to the beginning and tell them how to do what you do and why it’s important.
You’ve got so much to share with people. Here’s a 5-day challenge for you to do this week:
Day 1: Write down the top 5 most involved questions your customers ask you.
Day 2: Add 3-5 bullet points about how you’d answer 2 of those questions. And when you do, make sure you’re starting at the beginning.
Day 3: Add 3-5 bullet points about how you’d answer 2 more of those questions. (psst…don’t forget to start at the beginning.)
Day 4: Add 3-5 bullet points about how you’d answer the last question.
Day 5: Book time in your schedule to write the 5 blog posts you’ve just planned.
Here’s a two-part challenge if you’re tight on time:
Part 1: Every business has those customers they get because another service provider failed them. The customer feels like they’ve made a mistake, so trust is low. What can you say to potential clients so they can avoid landing in a similar situation? Make a list of red flags, or what to look for/ask when choosing someone to hire for your services. That kind of content is so valuable.
Part 2: Now book time to write it up.
You have content all over the place—emails, documentation, thoughts in your brain, and in the interactions you have with clients. It’s there. You just need to know how to look around you with a content lens.
This is one of my specialties in working with clients. I see content everywhere. My clients will tell you I usually say, “That’s content.” at least 2-3 times an hour. If you want help figuring out your content plan, book a call with me to learn more about how I can take you from drought to drenched in possibilities!
Was this post helpful for you? Sign up for my email list to be among the first to learn about some of the things I’m working on for you!