Some of us preach about how much of a grind content marketing is. You probably started creating content for the first few weeks, got bored and cut your production in half (or even completely), and started focusing on things that were more fun or important. Content Marketing Institute found that only 20% of all marketers were committed to content marketing. Why is this happening when we all agreed that content marketing was needed?
It feels like a chore.
We used to think this way too – which wasn’t a very good way for a content marketing agency to think. So we came together as a team and brain stormed a few things we could all do to make it feel like less of a chore. We came up with four ways to combat that dreaded feeling: slowing it down, switching it up, creating themes, and promoting.
Did you know BuzzFeed published 914 posts and 10 videos in April 2012?
Did you know that they published 6,365 posts and 319 videos in April this year?
Hey, you’re not BuzzFeed! So slow it down (unless you’re a media company, then you’ve got some catching up to do).
Producing content way too frequently is a common struggle for content marketers. There are going to be times when you can sit down and write for hours on end. Most of the time, you’re going to be staring at a blank page. This is why you feel overworked and bored. You end up producing content that sucks. The best way to get over the feeling of burning out is to slow it down.
Oh, you’re writing 5 blog posts a week?
That’s completely fine, but if you feel like it’s a chore then you might be creating less than stellar content. Take your time and slow your roll; focus on one idea you are super enthusiastic about. A single quality blog post will trump the results of 5 others that you forced yourself to write. This is the best way for new content marketers to find their own pace. You don’t always have to follow an editorial calendar – never sacrifice quality to meet an unnecessary deadline.
Content marketing is a giant elephant. The only way you can eat an elephant is one bite at a time.
Switch it up
We all default to creating blog posts and articles when we think of content marketing. Well that’s weird because we can easily get bored with the idea of posting on a blog. You’re probably better off switching it up and producing different types of content. Punished Props, a cosplay blog, did just that. They initially began with instructing others how to forge awesome cosplay costumes through blog posts.
Once they began creating videos and uploading them on YouTube , growth in subscribers jumped. Within the last two years, their videos had gotten better and the amount of new subscribers totaled to 100,000. Not bad for a cosplaying blog!
Multimedia content can be extremely powerful, however with many aspects of content marketing you’re going to have to be consistent. Creating videos on a weekly basis might not be the best way to commnicate with your audience, so try your hand at one of the other types of content below.
Theme to please
If you don’t want to slow things down and you’re already using a wide range of content, you can try to theme your editorial planner. Instead of scrambling around to look for the next idea, you’ll be able to make things easier by planning out several themes to follow. Take into consideration your core message, brand, and audience. Here’s what our themes look like throughout the month:
- Week one: tips and thoughts on content marketing
- Week two: motivation for others to do content marketing
- Week three: lifestyle and company culture at Cubicle Marketing
- Week four: social media, connecting with the audience, and promoting content
Assigning a theme to each week helps us with staying consistent and creating content easily. We also noticed we had more fun creating content, as these are themes our entire team put together. This is an overly simplistic way to get over the “chore” of content marketing.
Promote and publish
We have to admit, vanity metrics such as likes and views make us super warm inside. You might be bored of creating content, while on the flip side publishing can be fun. COPE – Create Once, Publish Everywhere is an acronym content marketers are familiar with. You might see content marketing as a chore, and a strong reason behind that can be the lack of results. We can’t forget that content marketing is a long term strategy, but that’s considering we’re promoting properly.
Take a break from typing away and instead hop onto Twitter, Facebook, Instagram, or YouTube. You don’t need to always promote fresh content. Find your most valuable content and re promote it on social media. If you have an article that has 1000 likes and 500 shares, you’re definitely going to want to remind your audience about it!
Start focusing on publishing and promoting now. You’ll likely see an increase in both your vanity metrics and key performance indicators. Not so bored when you’re getting views, shares, and sales right?
You’re in it for the long haul
Content marketing is a long term strategy.
You’ll definitely get tired of hearing that over and over again. If you want to be a part of the 20% that is committed to content marketing, you’re going to have to realize this. The worst things that can happen are burn out and boredom. You want to get over the feeling that content marketing is a chore. So go ahead and slow it down, switch it up, theme to please, or promote and publish your way to success. Soon enough, you’ll reach a point where there’s no turning back from an audience relying on your content!
How are you going to get over the feeling that content marketing is a chore?
Share your thoughts with us!