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By Lisa Kirschner
Most of my clients tell me at the beginning of a project that they’ll write all of the content for their web sites, landing pages, blogs, newsletters and other online marketing efforts themselves. I always take this piece of info with a grain of salt, because it usually never happens. Deadlines come and go, clients promise that the content is “almost done,” but it never comes to fruition. Nine times out of ten, they eventually hand off all of the content development to us here at Flair.
Have you ever wondered why even seasoned marketing professionals and writers struggle with writer’s block? Why is that a task that seems like it should be much easier than more technical tasks always falls by the wayside and takes a long time to get done?
In my experience, it can happen for a few reasons. First, most people tend to underestimate or OVERestimate the amount of time needed for content development. They might set aside too little time in the beginning, start getting into it and realize that it’s a much bigger job than they had anticipated…or they might keep putting it off because it’s turned into a gargantuan effort in their mind. In either scenario, better project planning, time management and a “just do it” attitude can help.
But what about when it runs a little more deeply than that? What if you’re feeling unmotivated due to the nature of the content that you’re writing? If you’re employed as a writer at a large company and you need to feed your family, you might just need to suck it up and do it anyway (sorry–but you’re a pro, right?).
However, if you’re self-employed or a change agent at your place of employment, you should be taking this opportunity to ask, “Why are we producing these massive amounts of uninspired and uninspriing content? How on earth do we expect to sell our products and services if there’s no passion in what we’re communicating to our audience?”
There are numerous books and articles out there about bringing life back into your online content by focusing on engaging your audience and telling a story. I recommend Ann Handley’s Content Rules in particular.
Karl Staib also provides some practical tips in “6 Ways to Supercharge Your Writing” on his popular Copyblogger blog. Check it out…and then step back to evalutate how you can reenergize your writing time and your content.
Lisa Kirschner
Managing Director, Flair Interactive Services Inc.
Managing Editor, Content 911
