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  • Lindsay

The Secret to Creating Good Ideas for Content

One of the things that people seem to struggle with the most in relation to marketing is coming up with ideas for content. I’ve never found this difficult. But that’s because I know the trick. If you’ve ever struggled with this, then I’m about to share all my secrets. But, shh, don’t tell anyone…

The biggest mistake that many people make when it comes to content creation is that they focus on the minutia straight away. You have to think more broadly to begin with. Don’t worry about what your next social media post should be about. You’re way off posting anything yet.


To get success with your marketing, the key is to be purpose driven. Start with the end goal in mind and work backwards. That way you don’t just hope for the best and see what happens, you actually work towards achieving your goals. So before you consider your content, ask yourself why you’re doing it. What is the purpose?

Is it to boost sales, sell a particular product, promote a service, for general brand awareness or get in leads?

This is what marketers know and other people don’t: you can’t do everything. You’re not going to get in a ton of leads if you’re doing brand awareness activity. You’re also not going to get massive reach if you’re focusing in on targeted lead generation. But that’s how it’s supposed to work. So decide where you are in your journey and what you want to achieve.

Key Message

Now you know what you want to achieve, you need to think what the key message is going to be. There are a hundred different examples I could easily share with you as there are so many ways to do this. So let’s keep it focused on the most popular purpose: lead generation.

If you want to generate leads, you need a hook. You need to entice people to come and visit your website or speak to you. So this has to be the basis of your content. This is where you start. Could it be:

· You’re offering a discount

· You’re offering a trial run of the product

· You’re offering a demonstration of the product

· You’re running an event in relation to what you do

· You’ve written a ‘how to’ guide or top tips e-book

Believe it or not, for each of these you can get six months’ worth of content. I think the easiest of the hooks to use is the ‘how to’ guide/top tips e-book. You might have heard of something like this being called a lead magnet. That’s because it draws people to you.

Lead Magnet

I’ve had some brilliant success doing lead magnets with clients. It’s a solid piece of work that will sit at the core of your content. Then you promote it, take snippets of it, write blogs about it, do PR on it, share videos in relation to it and get people to download it, giving you their contact details along the way.

The first step, of course, is to decide what the e-book is going to be about. Write maybe six pages at the most and share your top tips or important knowledge. Think of what your potential customers will really want to know or learn about and target it at them.

You only need to have the e-book as a PDF, but I recommend getting a professional designer to put it together for you. And definitely get someone to proofread it.

When you have it ready, put it on your website behind a small form that people have to fill out first to access it. That’s interested people giving you their data directly into your inbox. Who wouldn’t want that? Then talk about it everywhere and use as many different types of media you can think of, across every channel possible, to reach your audience, telling them how much this e-book will change their lives.

It really isn’t more complicated than that. You don’t need to keep thinking of fresh ideas. Get one idea at your core and find a hundred ways to talk about it or use it to your advantage. That’s what the most successful marketers do. They make it easy for themselves, and it creates a consistent and persistent message which your customers will react better to.

Just remember: whatever you do, make sure you keep it targeted at your customers. What is going to benefit them or interest them?

If you’ve got some good ideas, but picking the brains of a professional marketer might be useful just to help shape it, I offer ad hoc consultancy. I can mentor you for an hour or two to help you take your idea from concept to concrete plan. If this sounds of interest, just get in touch and I’d be happy to have a chat.

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