There are a handful of common reasons marketers don’t create content.
One of the most common is lack of time. And it’s certainly true in many cases. If you’re just starting a business you might be focused on sales before you spend time investing in long-term marketing, for example.
But what I often see is that behind the lack of time excuse there is a hidden reason: lack of motivation.
If you see the benefit of content marketing or if you see your competition killing it with content, here are some ways to find the motivation to get your content creation act together.
1. Identify What Content You Prefer To Create
The platforms change, but there are basically 3 types of content:
The cool thing is you can start with one and use it to create the others. There are some often technologies and tools available to make it happen. And if you have success with one, you can often justify hiring someone to help create the others.
You don’t necessarily need to start with them all.
And I suggest doing the one you’re most likely to keep doing in the first place.
You probably have an idea already if you like writing or creating video or audio. Some people hate writing. Some don’t like hearing their voice on record.
What is your favorite? Or, what do you dislike the least?
Lean into your strengths and preferences. You’re more likely to see lasting success and commitment in that area compared to trying to force yourself to do something.
2. Identify Topics You Know Well
Once you know the type of content that fits you, brainstorm topics you know well. Start with general topics and categories. Then dive deeper into them to create titles for possible content pieces.
Focus on the questions you get from consumers or customers in your industry or in your area of expertise. People always have questions. The more you focus on providing the answers, the better positioned you’ll be to capture their attention and earn their trust.
For example, you’re a small machines expert. Many people want to know how to change their lawn mower blade. Some of those people prefer a video. Some prefer to read the instructions that comes with graphics.
Provide the answer with your preferred channel.
3. Identify Topics You’re Curious About
Once you run out of topics that you know about, which really is difficult, you can also start to consider the things you’re curious about.
Like your audience, you’re always looking for new information. You likely share similar interests to many of your customers. And because you’re curious about it you’re likely to find motivation to research and create content about what you find.
For example, a lawyer can write lots of content about the law. But they may also be interested in golfing. They may research all about the golf swing or the best courses to play. Why not create content about golf? The odds are very good that many potential legal customers are also golfers and that they would find the information interesting.
4. Identify Other Content Creators
Even if you find the motivation to create content consistently, there is likely even more opportunity. As we mentioned, especially with other forms of content.
This is when you can reach out to others already on your team or even outside of your team for help. If you really believe in content marketing, see who on your team enjoys creating content. If they are creating content on their own time, for example, they will probably love to get paid to do more of it.
You might have someone that is really active on Instagram, for example. Put them in charge of the company Instagram account. Pay them extra to do it. Give them a set amount of time to work on it. Give them a few guidelines, but then let them be in charge.
5. Setup Benchmarks
Benchmarks are tricky with content marketing. Obviously sales are important and the end goal. But you have to be careful. People rarely watch a video or read a blog post and then immediately buy something.
But they often discover your content, then come back for more later, then come back even further down the road and search for your brand on Google and then purchase something. And you never realize that the content marketing helped make the sale.
That’s why I’m a fan of quantitative benchmarks. Creating two blog posts a week for two years. Or creating four Instagram posts per day for two years. Or creating one YouTube video per week for two years.
Benchmark where business is now. Then check again in a year and then in two years. If you stick with quantitative benchmarks you’ll see an increase in overall sales.
With content marketing, motivation is a big key. It’s often overlooked, though. Many like the idea of creating content, but when it comes to creating it…they fall short. Or they come up with five ideas, create them and then can’t think of anything else to create.
The ones that succeed identify their strengths. They setup a regular schedule or routine for creating. They commit for the long-term and focus on the quantity instead of quality. And they find their groove and everything works out.
Can you do the same?