Stop Waiting for Marketing Inspiration

by Dave on June 13, 2012

Marketing InspirationIt happens to us all – we draw a blank for what’s next in our marketing campaigns. So you wait for something to come up – and you wait some more. No content gets posted. Your page or your site languishes.

Your Marketing can’t wait

Waiting for inspiration is fine for artists, but in an online marketing you have to continually capture attention. You have to collect your topics when you can, so that you avoid winding up with nothing to say.

Delivering content to your audience isn’t just about the topics. If you want to get the benefits of audience engagement and search engine attention, you have to publish regularly. The best content publishers deliver like clockwork. You know when to expect it, and if you deliver great stuff, people start to anticipate it. Over at Why About Marketing, we started Tuesday’s Idea (our Facebook page devoted to marketing ideas). While it doesn’t always make it out 1st thing on Tuesday, it shows up every week. The big challenge is to creating interesting and valuable topics for each week.

How to Get Into the Content Habit

For some folks, topics just seem to flow. For most of us, it requires some work. As Thomas Edison said: “Genius is one percent inspiration and ninety-nine percent perspiration.” While you don’t need genius, you do need results. Unless you are one of the lucky few who can bang out a blog post every time you sit at the keyboard, you need to have some structure and work on gathering your ideas. Here are some ideas:

  • Make lists. Have a place where you keep your ideas. While sticky notes will work, it’s better to have them in a place where they can be organized, sorted and backed up. I use an excel spreadsheet, because I like to rank order what I’ll say next. My list has over 100 entries collected over a couple of years. Topics aren’t a problem. But make sure your notes are clear. The other day I found a series of very intriguing titles on my list, but many months later I have no idea what I was planning – they ended up in the dustbin.
  • Scan for what’s popular. Empty list? Read other’s blogs, newsletters, or aggregator sites (like Mashable for technology). Review their topics and see if you have your own spin. Add it to your list. Here’s some ideas on how to organize your scanning.
  • Don’t forget what you do every day. Three are things that you could share – how-to advice; problems to avoid; even a typical day.
  • Revive older topics. If you’ve been publishing a while, there are topics or themes that where popular. Some could be updated or revisited.

Be Patient

It took me months to get into the routine of capturing ideas throughout the day. There will be days when I collect several topics, and others where nothing materializes. Don’t sweat it. Have the list ready for when you are.

Real success comes from not only having a list, but having a regular structured routine. Set a goal for how often you will share, and build a routine that will help you meet that goal. I review my topics every Sunday (sometimes Monday morning if it’s a busy weekend), and plan out what I’ll be doing for the coming week.

What’s your favorite source of marketing inspiration?

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