5 Content Creation Hurdles and How to Overcome Them

 

Whether you’re B2B or B2C we are all aware that creating content for blogs, website, social media, and downloadable content is important. But if it were easy we’d all be churning out content like there’s no tomorrow… and that’s not the case, is it? That’s why it’s important to take it back a step and think about some of the hurdles that are holding us back and how we can overcome these challenges.

We’ve all heard how content is king and you’re probably pretty bored of hearing it, but it really is a vital part of your marketing strategy. Here are some key content creation hurdles and how to overcome them.

 

 

1. Not Mixing It Up

Once a writer has found their comfort zone it can be easy for them to continue writing in the same way, and eventually produce content that doesn’t feel fresh or unique.

Sticking with what you have done before (with the same structure and topics because you think that if it worked before then it will work again) is not the right approach and main reason why there is so much repeat content out there. This strategy might work for a while but is doomed to fail eventually.

How to Overcome:

Start by creating a list of blog titles that are relevant for your industry and your audience, if you are stuck for ideas think about what your site needs to be ranking for, and blogs to answers the queries that your potential customers may have. Once you have an initial list, you can use tools such as Google Trends or the HubSpot Blog Ideas Generator to expand this list by finding related topics.

Be unique and different – try new methods/ styles before your competitors do. Read and share content by industry leaders, to give insight and spark ideas for future blog posts for your own company. Frequently reading high-quality content will support your own content generation.

 

 

2. Balancing Creativity and SEO

When writing blogs or website content for your site it’s always valuable to keep in mind search engine optimisation (SEO). However, when faced with creativity over SEO it can be difficult to get the right balance. SEO is crucial for people to be able to find your site, but a blog that’s just written for the sake of SEO is not one that people are going to want to read or be interested in.

How to Overcome:

The key here is to choose your blog topic and a focus keyword (based on your SEO) and use the keyword where appropriate, but always write with your readers in mind! This means that the content must be well written and inform the reader of an area of interest to them. Keyword stuffing is not an effective route to go down.

Syndicated content is another solution to overcome this challenge. Producing syndicated content on other authority sites provides you with a backlink that will increase your sites SEO authority. This will also in turn, drive more traffic to your website and raise awareness of your brand to visitors of the authority site. Just make sure that these sites are relevant to your industry to ensure that your providing readers with useful content.

 

 

3. Time is Money

We are in fact against time itself when it comes down to writing content, we all wish we could produce great quality blogs in less time, but it doesn’t work like that.

Whether you outsource or write your own content, time is money, and writing good content is not quick nor easy. Companies often find that there isn’t enough budget to spend time on blogging in replace of activities that are considered to be more beneficial to the company.

Insufficient resources are amongst one of the many problems content makers face, especially in agencies when you’re constantly balancing client deliverability’s and fitting in time for your own content writing.

How to Overcome:

Delegation is a good method for splitting up the workload and achieving more content without too heavily impacting one employee’s workload. Of course, every workplace structure will be different, but this should be trialled to help overcome time challenges. When there’s a team of employees with different expertise, it allows better quality content to be delivered, by delegating content topics to people with specific knowledge.

 

 

4. Rising Above with Competition

Companies are now being faced with an increasing amount of competition when writing about the same topics that have already been mentioned in the industry; especially if your company is working within a small niche. Which brings the question, how do you produce unique content that stands out?

How to Overcome:

Make sure for every piece of content you post, it’s the best it possibly can be. Do this by taking the time to properly choose an interesting topic that will resonate with your audience. You should research your topic first, understand that good content isn’t going to be lightning fast to produce, and most importantly get your content proofed to ensure it hits the mark and that there are no grammar mistakes. There is nothing that will damage your brands reputation more than mistakes in their content, and it happens all too frequently.

 

 

5. A New Generation of Sponsored Content

There’s been a big shift towards the pay-to-play marketing and organisations paying for their content to get in the search results. Which, to be frank, is getting in the way of unpaid content being noticed in the organic search results. Don’t fear as organic still lives on, but as the big social media players such as Facebook and LinkedIn gain more intelligence and segmentation options, maybe it’s about time we consider opting for a part organic and part paid content strategy.

How to Overcome it:

As I mentioned, keep going with the organic but I’m encouraging you to give paid a go. For best results, define a suitable budget and set specific demographics for targeting your content at the right people, get goals (gain web traffic, more followers on social) and see if it is worth it. Try a few different approaches and see how it goes!

 

 

I hope this blog has helped you find solutions for some challenges content marketers face and inspired you to keep writing as your business grows.


Corporate Creativity: The Must Have of the Digital Age

Back in November 2014 we discussed how technology is the frenemy of tomorrow’s workforce. We mentioned how some jobs are likely to be overtaken by digital developments, whilst others, often more creative in nature, are probably a lot safer, as long as we make an effort as a nation to brush up on our techy skills such as SEO, HTML and digital content design to facilitate our ideas.

But what do you do if you’re not a creative? Taking our predictions to the extremes of a futuristic nihilistic blockbuster, this would leave a lot of people starving on the streets. Equally, if you are a creative you know that the juices are exhaustible. Some brilliant writers have suffered the infamous writer’s block such as Neil Gaiman, Hilary Mantel and Philip Pullman, yet continue to write bestsellers. Whether you believe you’re imaginative or not, we can tell you how to inspire yourself, put pen to paper, paintbrush to canvas…or more appropriately, fingertips to keyboard or mouse to computer screen. Here are our six top tips.

1. Expose yourself to new things. Whether it’s a museum, art gallery, theatre performance, poetry evening, trip to a new city or country, think of these as original stimuli which will no doubt create a fresh flow of ideas.

2. Always be looking. Whether we realise it or not, we are surrounded by inspiration. Take advertising for example. Conservative estimates reckon that the average person will be aware of 76 advertisements in the course of a day, whether they be hoardings, TV, radio or online ads. Many of these can be used to generate ideas that you can use, whether it be developing catchy headlines or developing new ideas for your own marketing campaigns.

3. Try geo-doodling. Geo-doodling involves walking without direction. Let your feet determine where you go, and instead use your mind to really absorb what is going on around you. Listen to the noises, examine the architecture of the buildings, smell the fragrances of the environment. We tend to rush around on a day-to-day basis, and underappreciate stimuli which wait on every corner.

4. Don’t judge yourself. Instead, just get writing, designing, brain-storming, or playing. You might think what you’ve created is terrible, but someone else might really appreciate it. And if it really is terrible, then you can consider it a step towards something fantastic. It’s a work in progress.

5. Meet new people. Fresh conversation, new faces and sharing original experiences will open up a whole new dimension for your creative masterpiece.

6. Spend time with children. Children have no limits to their imaginations. Remember when you used to be able to entertain yourself for hours on your own, inventing characters and scenarios and thoroughly believing they were real. When the ability to do this died, it didn’t really die. Reawaken it by playing with young children. Their freedom to express ideas will help prompt you to do the same.

At Armitage Communications we are often in need of creative inspiration. As content curators, public relations managers and campaign executioners, we have to think on our feet and conceive original ideas which will create a desired impact. What do you do at work or in leisure time to inspire your muse? Let us know by tweeting @ArmitageComm incorporating hashtag #CorpCreative.