It happens to all of us, content marketers. We are faced with a deadline and need to generate a piece of content, but we simply have nothing to write about. Sure, some would say that if you don’t publish content which is super-interesting, valuable and engaging you really shouldn’t be publishing at all. I respect this but most client won’t, and most marketers will be forced at some point to force themselves to generate content. For some its even worth than lack of inspiration or writer’s block- some unfortunate souls have the daunting task of writing for and about companies and products which are not that interesting.
Whatever the reason is, we all need some help with generating content. Here are 10 tips for generating content when you having nothing to write about:
Perhaps the easiest thing to do is to take an older piece and re-edit it to look and feel like something new. You can take a lengthy article and turn it into list (10 tips for XXX) ot groups items from multiple items to form a new one (https://intsights.com/halloween-special-creepy-finds-on-the-darknet/). You can revisit old articles and explore their validity in regards to new developments. Do try to avoid making only cosmetic changes and reposting unchanged old materials- that that’s recycling.
- Go visual
When you have nothing to write about, try to create a visual post. Turn a list into an infographic or make a post completely out of visuals (this also works well when reusing older materials, as it can be views as some sort of expansion or elaboration on a topic you’ve already discussed). In addition to being the easiest way to generate content, it is suited for publication directly on social media platforms (LinkedIn, Facebook, Twitter, etc.). At this humoristic Halloween post, we dressed the team of a cybersecurity company as hackers: http://resec.co/halloween-is-a-time-for-mischief-but-traditional-cyber-stock-photos-are-just-a-bad-joke/
- Shoot a video:
Instead of doing another piece about your technology, make a short clip to capture the usability, user experience or workflow. Video is easier to consume, share and will certainly boost your SEO rankings. Plenty of cheap or free editing software around, and you can easily combine footage from your smartphone with screen capture video and record voice commentary directly on your laptop. Here- instead of writing a boring post inviting people to meet them at a conference, the CEO sends a short video message:
Find a relevant research or news item and write a commentary article, which will show the audience that you’re aware of what’s happening in the industry and not afraid to speak up. Make sure the commentary is not to harsh or self-promoting. Here ReSec CEO comments on the state of phishing as reported by another vendor:
Same idea as commenting- find a lengthy piece of research that no one will read and write a much shorter post focusing on the highlights. In addition to providing great value to people (including executive who don’t have the time to read these 70+ pages research paper) you can chose which angles to highlight and focus on- naturally the ones which strengthen your messaging. Here is an example, aptly titled: “We Read the 70 Page 2016 Internet Organized Crime Threat Assessment Report So You Don’t Have To”.
- Write about the non- professional aspect of your company
You are allowed to stray off-topic if you uncover an interesting angle and provide something unique to your audience. Instead of writing a very mundane post notifying customers that one of my clients has moved to a new office, we turned it into a piece on how their CEO uses constant engagement to keep motivation high and attrition low (he basically rented and renovated new offices in complete secrecy, and took all the employees there under the pretense of an off-site lunch. The employed were surprised and delighted to find new, cool offices instead https://www.linkedin.com/pulse/work-space-environment-dotan-bar-noy?trk=mp-reader-card)
- Though leadership
You can project thought leadership in many aspect of business and life, not just these which are related to your specific product or market. If a CEO is volunteering at an animal shelter and encourages other employees to follow him, it sends a powerful message, regardless of their line of business. It’s also very easy to produce and can be shared in many places, according to theme- Leadership, management, HR, etc.
When there’s nothing better to do, just interview the CEO or the employees. You can gain terrific professional insights (what are the customer’s pain points for example) and show your company’s diversity and culture. Big plus- it also serves as a great source of pride and motivation within the organization.
- Guest post
Zero effort to generate (other than several emails), can add diversity and external expertise and drive traffic from audiences which are not usually within your reach. The downside? You will either need to buy it or reciprocate in one way or another. At CyberDB we have a roster of guest bloggers and find their posts to be of great quality:
- Write about something else
This post for example, links to several other post which will now gain traffic and exposure. You can even write about the content production process itself (like I’ve done here: https://www.linkedin.com/pulse/some-vital-tips-making-corporate-clip-staying-alive-yotam-gutman?trk=prof-post)
I hope these suggestions will help you get out of a slump. As always, remember that your content/ publication calendar is your friend and try to stick to it- it will save you the last minute rush and the need to innovate and be creative- Something which I’ve found to be in want specifically in times of crisis.