How to Create Content When the Well Is Dry

Content creators, too, suffer from creative fatigue. Long brainstorming sessions without results, pressure to come up with something great, unchecked mental exhaustion, and a world of mounting deadlines can bring creativity to a halt. When the creative team gets to this point, it’s time to evaluate how the content creation process is managed and make positive changes in order to get the creative juices flowing again.

Step 1: Assess and Reassess

Go back to the beginning and make a list of the client’s needs, and identify areas where content creation would be helpful. Did the client ask for general interest or expert content? Are reports, articles, or educational materials required?

Step 2: Brainstorm

Content BrainstormingGo down the list of the client’s content creation needs, and brainstorm ideas that will achieve content goals. Keep efforts positive and inspiring, and allow the team to springboard into other content areas on the list.

Step 3: Find Crossover

Conversation can offer a different perspective and, just maybe, a solution to the challenge. Are there areas where the marketing side of content creation from the brainstorm session overlaps with the client’s need for building internal content? By finding commonality between the two content areas, the brainstorm session will feel more productive and lead to goal-oriented results.

Step 4: Look Inward

Develop an individual plan for creating compelling content. Identify priorities; determine content that needs to be created and what can be repurposed; write down how much time is needed for each content goal, and set reasonable deadlines.

Step 5: Stay Consistent

Managing the content creation process requires sustained effort and determination over time. When all else fails, have faith in the process.

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