Stuck for content ideas: how to get beyond the blinking cursor
Ever been in a situation where you’ve got to produce some content but there doesn’t appear to be much to say, or you are stuck for ideas?
When I was a features editor, having a features list for the year was both a blessing and a curse.
Blessing because we always knew what was being covered and when; curse because you had to write about what was on the list regardless.
It really hones your story/angle finding skills.
There is nothing new to say…
Maybe the client wants more content, or a topic/project/story is well-trodden ground, but the pressure is on; finding something different and new to say can feel tricky, but it’s not impossible.
Try taking a different approach. Is there a human story that could add weight, an experience to share or how someone felt?
Can you tell a story from a different perspective, for example, get thoughts from a client, occupier or resident?
Similarly, is there someone else on the team from a different discipline who might be able to share a different perspective?
When it’s a small bit of new information…
Think about combining information. Small stories can be bolstered if grouped with other similar stories.
A series of small deals can be presented as a bigger total number or used to highlight a particular occupier trend.
For example, 4 leases totalling XXXX sq ft signed in the last X months or the fourth deal to a tech company signed in as many months.
Think about context and background. What does a particular story mean, or what are the implications? Could you add value that way?
I want to be consistent, but I don’t know what to write…
Maybe you are committed to producing regular content on your website and LinkedIn, and the challenge is what to write each time.
Avoid the curse of the blank page with a strategy and content calendar.
Start by sketching out 3-5 content pillars; these are themes which are attached to your business goals. It might be something like:
My industry – thoughts on trends, responses to certain stories, anything else you notice from doing business.
Business news – what the business is up to, deals, events, staff news/activities, etc.
Industry knowledge – a ‘how-to’ series or similar knowledge-sharing pieces that support your expertise.
Case studies – Examples of your work and testimonials
You can break your pillars down into different sectors and disciplines if that is easier.
Then put a few ideas that relate to your overarching goals underneath each ‘pillar’.
Don’t forget to highlight any relevant milestones such as Government consultations, policy announcements, industry bodies’ reports and notable industry events, etc that you might want to talk about or respond to.
Similarly, highlight any potential big business milestones such as planning, start on site, completions/deal completions, etc as these can be content pieces in their own right and/or hooks for thought leadership.
And finally, check for celebration or awareness days that are relevant to your business and or align to company values.
Hey presto a content calendar
Add to the list whenever ideas arise and announcements are scheduled. What you should end up with is a content calendar which is a mixture of time-sensitive and non-time-sensitive ideas.
Fill in the gaps between time-sensitive items from your long list of evergreen topics.
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