If you’ve been in the content marketing game for a while, you’ll reach a point where your blog seems…stale. Content isn’t getting the same traction it used to, and you feel like you’re writing the same thing over and over. This is natural for any blog, especially if it is regularly updated.
But there are ways to liven up your content strategy and keep audiences engaged.
Publish blogs from multiple contributors. Having one or two writers on your team creates consistency, but that can eventually turn stagnant. Your writers need a change of pace from time to time, and so do your readers. Invite guest contributors from other blogs, or hire freelancers who can give you fresh ideas. Being burned out on blogging doesn’t make you a poor marketer, it just means you need a new perspective.
Repurpose other marketing materials. If you can’t think of what to write about next, why not use existing content from your own marketing materials? Take excerpts from old blog posts, e-books, or white papers to come up with new ideas. Perhaps your brand voice has changed since the creation of those pieces, and you can add a new perspective to thoughts you had at earlier stages in your content marketing.
Find inspiration from unlikely subjects. Though you may be representing the company in your blogs, as the writer or content manager you can draw from personal experiences to create unique content for your readers. If you have an interest or expertise outside your industry, use it to your advantage to write unique content that no one else can produce.
Choose simple topics. We sometimes forget that readers are looking for the simplest solution to their problems. Keep this in mind and don’t overload them with information they don’t want or won’t understand. For example, if you have a website on auto repair, you can include articles geared towards the 16-year-old who wants to learn how to change their power steering fluid, not just the restoration hobbyist looking for the nitty gritty on DIY engine maintenance or appraisal prep work.
“Borrow” ideas from other bloggers. One of the easiest ways to find trending blog topics is to see what your competitors are talking about. You want to be careful with this strategy; the more generic of topics you choose, the harder it will be to get them to rank in search engines. Look for ideas and inspiration from other bloggers and come at those ideas from your unique perspective.