You’ve set up your social media sites, and now you’re planning to come out with a blog to attract more users to the site. Many marketing teams start out strong with a series of prepared posts, but they eventually lose momentum when they run out of creative ideas.
Why does this happen?
The common excuse is that the marketing team has run out of ideas. But in truth, this is not the problem. There are so many topics, resources and news that you can use as jump-off points for your articles. The problem may lie elsewhere – specifically the environment in which your team is meant to create. Take a look at your team’s work environment. Is it an open and engaging work environment? Are people encouraged to speak freely and express their ideas? Do you encourage growth?
A supportive environment can instantly transform your team from uninspired staff to charged content creators. Here are five tips on how to create a great environment that makes content creation business as usual:
Invite the right people. Your social media team should ideally possess the traits of a journalist – the eye of an editor, the skill of a writer, and the passion of a marketing specialist. Hire the right personalities and you’ll find the rest of the steps to be easier.
Guide their curiosity. Your team must always be doing research. From bookmarking web pages, talking to industry leaders for interviews, or scouring the industry to see what your competitors are doing. They are either discovering new topics, or on the lookout for new slants to take for much-talked about topics. It is best to guide them on what kind of news you think is relevant. Send them resources you think are interesting, and websites you think you can get ideas from. Guide them on what their minds should absorb and their output will reflect the right content.
Utilize their passions. Encourage your team members to apply their passions to the job. If you have an aspiring graphic designer under your belt, have them come up with relevant recruitment posters, or if you have a talented videographer, give him the responsibility of producing instructional videos. By combining their interests with your goals, you have a win-win situation and endless motivation.
Brainstorm and encourage leadership. Encourage your team to pitch ideas. You might be pleasantly surprised by the endless supply of creativity springing from their mind. If the idea doesn’t suit your marketing plans at the moment, do not coldly turn it down. What you should do is encourage them to suggest alternatives. By giving them the power to dictate the direction the project takes, they will experience creative freedom and their confidence will rise. Eventually, you will nurture team members who know how to lead a project.
Create a system. Provide an editorial calendar to schedule your blogs from a few days to weeks in advance. This minimizes procrastination and creates a buffer to fix any problems. Create clear categories to ensure your team doesn’t talk about irrelevant news. Learn from your tech support on how to make posting easy by providing a simple login and posting page. By creating efficient systems, you will create an automatic process and minimize mistakes, allowing your website to run smoothly.
A creative and supportive work environment is important for efficient and consistent content creation. You should combine having an open, curious, and explorative mind with a disciplined habit of writing, documenting, and posting blog ideas.