Creating Ongoing Marketing Content: Make it Easy
Have you ever had the thought: There has to be an easier way to create ongoing marketing content? If so, you're definitely not alone, and I'm delighted to tell you there is a better way.
One time I had a client (I’ll call her Kimberly) who when she came to me had been trying to write a blog post for months. The last time she'd sent out a newsletter had been three maybe four or more months prior.
Every time, she started working on her blog, she’d get stopped.
Sometimes her inner critic would show up. It said "No one's going to read that." or "What if no one likes it?" or "I have nothing new to say!” or “It's all been said before by way better writers than me."
Sometimes she'd start writing and pulling so many different threads together, the copy became overwhelming. It was like she'd taken too many turns in the forest and had lost her way.
No matter what, each time she sat down to write, she'd end up quitting in frustration.
It was so, so hard on her.
There are things to learn about creating valuable content for your ideal clients , and part of the work I do is to teach clients how to do it easier and more effectively so they can build their audience and grow their business.
Today, though, I want to talk about something really simple that a lot of marketing experts don't.
From Hard to Not
There’s the idea out there that creating content is hard. Complicated. That it takes a lot of work to produce content and build your audience.
That there are a lot of rules that need to be understood and followed in order to create content to grow your business.
None of this is necessarily true.
In fact, many marketing gurus out there selling to coaches, healers and other creatives have purposely created this impression. They imply you have to follow a set of rules (usually secret, unless of course you purchase their course) in order to grow your audience.
What they are most often selling is what worked for them in their marketing.
Yes, there are some guidelines to follow to help your content be more effective, but creating it doesn’t have to be hard. In fact, what I’ve seen work best for people is bringing ease into your content creation process. Making it easy opens the door.
Making it easy helps you find your own authentic voice and discover what resonates with your ideal clients.
A Different Approach
Rather than overcomplicating content creation with rigid rules and formulas, I offer a different approach.
One that starts with genius.
Each of us is born with a purpose and a unique set of talents, gifts and way of being in the world, one that’s imprinted on your soul. This genius is singular and forms part of your divine essence.
This, I believe, is the starting point to producing valuable content for your clients.
Why? Because when you’re using your talents and gifts, things come more naturally to you. And, when you’re using what comes naturally to you to produce your marketing, it feels effortless.
Freer.
And when your marketing feels freer, you’re much more likely to show up for it. And, you're more able to connect your message with something that resonates with your ideal clients. (As an added bonus, marketing from your gifts and talents also helps transmit your essence - a wonderful way to help your ideal clients get to know you better.)
When Kimberly and I started working together, writing her blog was a heavy, almost impossible task. Once she finished one, she knew she’d just have to do it all over again.
We could have delved into what and where she was blocked with writing. There are definitely ways to make content writing easier and more valuable. But we started somewhere else.
What feels easy
Instead of assuming there's one "right" way to produce content, (e.g. you have to do a blog post) start with what feels easiest and go from there.
For example, I noticed during my sessions with Kimberly, whenever she’d spontaneously talk about her clients, she'd speak in really clear tones. She was definitive. She had simple, helpful messages. In addition, she has a lovely voice. One that conveys both a softness and safety, and a fierceness - the exact qualities her clients needed from her.
When I saw how hard writing was for her, I suggested she try creating audio notes for her audience instead. All she had to do was identify a topic, turn on her iPhone and hit record.
Her first try, in a few short minutes, she had a powerful, helpful message to send out.
It felt like a breeze! She was overjoyed.
How to Make it Easy
If you've been struggling with content creation, try finding an easier way by following these four short steps.
Start with you
Think about your own gifts and talents. What are you good at? Or what have others’ told you you are good at?
For example, are you a gifted writer? Do you tell stories? Do you have a great laugh or an infectious smile? Write them all down. Every last one of them.
Brainstorm
Now, write down all the ways you’ve seen people use to share marketing messages.
Yes, there’s blogging, podcasts, live videos. But what else have you seen people doing? I’ve seen people using stories on social, teaching spots, card readings. And lots more.
Marry them up
Now think about your top few qualities and consider which pf the ways you jotted down in number two that match up with what you’re good at.
For example, if you are a good storyteller, maybe a story-based podcast is up your alley. If you’re a gifted artist, maybe pairing your art with a simple message might be fun. Or, if you’re a good writer, maybe blogging is the way to go.
Pick the most fun
Choose which combination feels like the most fun for you and go for it. Put aside any so-called rules and give it a try. You can always come up with ways to leverage the content in other channels down the line. But for now, focus on what feels fun, freeing and sustainable.
There aren’t any hard and fast rules for creating your marketing content and finding a lighter, easier way starts with your own unique genius. If you start from that point and find what feels effortless or fun, you’ll be able to show up more often (and with more joy) for your marketing to make connections with your audience.
What could sound better than that?