6 Tips For Avoiding Content Creation Burnout

It’s something every content creator will suffer – but few people seem to talk about: Burnout. Those moments where you’re stuck, staring into a monitor (or maybe at your ceiling), feeling like you just can’t possibly input one more keystroke. Sometimes you just get stuck trying to think of what to write about (or videotape, or record or… well, you get the picture). Other times, you’ve simply drained all your creativity and feel like a bit of a zombie.

How can you avoid finding yourself in this place again? Here are 6 tips to help you avoid frustration.

1. Ideate in Advance

One of the most frustrating parts of the content creation process is trying to come up with great ideas to create content about. I recently wrote a quick little guide to content ideation that might come in handy. The key is to spend a lot of creative energy at the beginning of the process, brainstorming ideas that will last you months down the road. That way, coming up with a topic will be as simple as choosing from a list, instead of staring into a keypad and wishing you were at Disneyland or on a beach somewhere.

2. Repurpose Content Whenever You Can

Wouldn’t it be great if just one idea could last you multiple pieces of content, without getting stagnant or old? That’s the whole idea behind repurposing. I also wrote about this a short while ago; but the key tenets:

  • Work around one big idea that will make sense in a lot of different formats (it can be broad or specific).
  •  Be deliberate, intense and organized with your research, as this will be the core of your pieces
  • Start by creating one big resource (a “cornerstone” that your other content will point to. Usually a guide, eBook or whitepaper).
  • Create smaller pieces across multiple formats (video, blog posts, images, social shares, whitepapers, slide decks, etc.) that capture the core message but in a different way or with a slightly different angle.

If you can turn your one big piece of content into many little ones, you’ll save time, money and creative energy while still producing things worth reading. Continue reading “6 Tips For Avoiding Content Creation Burnout”

Taking Your Content On the Road: Tips for International Content Creation

A global viewDiscussions on international SEO tend to focus in on the technical – sub-domains, language tags, sitemaps and so on. Often lost in the mix, however, is the infinitely important human side of taking your brand international: the content you’re sharing with these new audiences.

Often, the entire process is oversimplified; “We’ll translate it!” is the most common thing I hear when businesses talk about taking their content to an international market.

That’s a huge mistake.

The trouble is, your “international” audience is not a uniform conglomerate. When you take your content to new countries, you take it to more than just another language. You open your brand up to new cultures, new biases, new ways of thinking and interpreting the world. To try and paint another country with the broad brush of “language” misses the point entirely.

When thinking about content for a new international audience, you’ve got three options:

  1. Translation: Changing the content word-for-word
  2. Localization: Adapting the existing content to suit the local audience
  3. Transcreation: Creating content specifically for that local audience, from the ground up.

The trouble with translation…

Direct translation is the weakest, most risky and least effective means of taking your content abroad. Continue reading “Taking Your Content On the Road: Tips for International Content Creation”

Five Tips to Improve Your Writing

Producing content, especially top quality content, is an unavoidable requirement in today’s digital marketing landscape, and every year many new marketers take their first tentative steps on the road to become top notch content creators.

When it comes to writing content, there are thousands of articles, help-guides, and how-to’s out there for you to read and learn from. I, too, have absorbed a number of tips and guidelines about writing content for the web, and I’ve felt that most have been of limited use, whilst some contain truly golden pieces of advice.

Over the years as I find myself writing more and more – from blog posts to proposals to reports and, of course, countless emails – a small set of core principles about how I write has emerged, and I’m keen to share these with you. They might work for you, or they might not – the thing about writing is that everyone has their own method. The following principles work for me, and maybe the next time you have a looming deadline and sit in front of that terrifying blank screen, you can draw a little bit of inspiration from this.

Write like you mean it

We all recognise those bland corporate news statements for what they are: written by committee with every bit of creativity and spark extracted from them after endless approval roundabouts. That sort of content uses a lot of words to say absolutely nothing of worth. Continue reading “Five Tips to Improve Your Writing”