One of the most challenging aspects of content marketing is coming up with an endless stream of inspiration.
Everything you write must be relevant and engaging for your clients. Plus, original and on-brand.
So how do you do it?
Where do all the new ideas come from?
It can only be done by using what’s around you and within you.
Content marketing from memories
Your life is full of different experiences, either things that have happened to you or others you have witnessed.
Every event triggers a response within you – empathy (something we’re all capable of).
To find the right words to describe the feeling you get when you buy a new car or find the financial product that will comfortably see you through retirement, you must dig deep into your memories and remember how you felt when you had a similar experience.
X, Facebook, etc.
Social media is a distraction and a fantastic place to discover how people feel about a brand.
Customers love to use social media to voice their opinions, ask questions, and leave reviews about products and services. Reading these and examining the language they use will give you a real insight into how people feel and may even provide quotes and phrases you can use in your content.
Let me tell you a story about content marketing
The traditional story format is the perfect way to illustrate benefits, and because we’ve all been brought up on stories, we can relate to them.
Again, drawing on your experiences, you can create a story with real meaning and engagement.
Adverts and content marketing
My husband always makes fun of me because I know all the adverts and pay more attention to them than the programme we’re watching.
Taking note of TV and press ads will help you understand not only the types of marketing that are having an impact but also help you develop your ideas.
Remembering how they make you feel will help you replicate that feeling in your content and choose the correct language for the audience you’re addressing.
Headlines
How many times have you bought a newspaper or magazine because of the headline on the cover that caught your eye?
When that happens, keep it in a swipe file and build a collection of headlines that you found arresting, inspirational, emotive, and engaging. Then, you can use these formulas within your content marketing.
Inspiration for winning copy can come from anywhere—your client, their research, your research, and, most importantly, your own experiences. Tapping into your emotions will help you convey them in words that engage, compel, and empathise with the reader.
Sally Ormond is a professional copywriter and content creator.