How to do Content Marketing when you have nothing to say?

This is the first topic most of my clients make when I talk to them Content Marketing: I have nothing to say! Content creation is one of the first obstacles that companies face when they undertake a web marketing strategy and without content there is no salvation! Sometimes the speech is slightly distorted: I have nothing interesting to say. Note the nuance! We have many things to say, but our sector is not exciting, it will not attract anyone.

We all have years of experience in our profession and yet when it comes time to write, we feel like we have nothing to say! When I dig a little deeper, I realize that my clients actually have so many things to tell, just ask a few questions and they become inexhaustible. Where does their difficulty in finding themes and topics to cover for their content marketing come from??

Content Marketing: the need to distance ourselves

Have you ever been trained by anyone in the position before you? Sometimes, the person is so used to doing their job that they don’t see the difficulties. It also covers questions that seem completely unavoidable to you. This person is immersed in his work, it is routine, he does not perceive the difficulties, the little things that are beyond your control.

THE Content marketing it requires the development of a skill that trainers know well: that of putting themselves in the neophyte’s shoes, of thinking like a beginner. You need to be able to distance yourself from your daily life, your company, your product or business sector. There are a thousand gestures you have developed, a thousand ways of doing things, processes to make your life easier that you can share with your audience.

Taking a step back from your day job will give you the opportunity to think like one of your customers. How does he see your product, your offer? Is what you propose sufficiently understandable? What are the challenges your customers face on a daily basis?

To produce quality content you need to understand your social media audience, prospects and customers. If you’re not sure what your market needs, take the time to develop personas. This will allow you to produce content that responds to a specific person, with a real name, constraints, expectations and characteristics. Add to this an editorial calendar where you will plan your events, recurring themes and you have a more elaborate plan.

Understand that you don’t have to get everyone excited! It’s impossible. You have to be interested in this very specific niche, this base of people who might be interested in what you do. The goal is not to change the world in one go, but simply to find your niche of consumers and attract them to your site.

You definitely have things to say!

You just need to discern what can help you attract new prospects. To do this, try building your content around these few questions :

• What does your product or service offer? What is or what are its added values? List them and specify their function. Think about the consumer needs you can satisfy.
• What are your customers’ interests? Are they united around a common passion? If you sell gardening supplies you can easily reach a large segment of consumers interested in gardening by providing good advice and, above all, asking for their opinions. Do you need to create content for a bank? You will therefore have different groups with different interests: those who want to buy a property, those who want to save, those who want to do renovations, etc. They have very specific expectations and questions that you can answer. Remember, your Content Marketing shouldn’t be about you and your products, it should be about helping your prospects and customers.
• Are there topics where you can develop your expertise and gain some influence? When your industry isn’t exciting or requires a certain level of privacy, build your content marketing around related topics. Do you sell air fresheners? It’s difficult to talk about bad odors in your home all the time. In fact, if you maintain normal hygiene and ventilate your home, you don’t need an air freshener. But it’s a need that exists and you are responding to it. In this case, to avoid talking about animal odors, fried foods and more, build a base of articles on well-being at home and try to tackle some blogs on furniture, home, work, etc.
• What type of content could help your customers optimize the use of your product or service? Very often, content marketing focuses on the needs of potential customers but completely forgets about the customers after they purchase the product. This type of content, however, leads to brand loyalty, sometimes leads to purchasing an additional product but also to recommending you.

You obviously have things to say, but you will still need to put yourself in the shoes of your customers and prospects and develop your empathy towards them. I’m often told that it’s easy for me, that it’s related to the internet so it’s more obvious, etc. The problem is that in the field of content marketing everyone writes, everyone has a blog and things to say, so I find myself facing tougher competition.

Your industry may be quieter and in this case you have a niche to fill. The earlier you start, the more advantage you will get. If others are already present, adopt a different positioning and angle of approach. This article will give you more ideas so you’ll never run out of ideas again.

I’m convinced, you have things to say… and there are lots of people who want to listen to you!