The art of content marketing is at the crossroads of brand identity and community customer growth. However, content marketing is not always a walk in May sunshine. When creative burnout and low marketing passion circle overhead like dark clouds threatening to rain, not only will your employees and business suffer, but your loyal customers will, too.
So what can you do when things look bleak, and marketing starts to feel thin, unexciting, and uninspiring? In this article, we are happy to share some of the best ways to reignite that extraordinary content marketing passion and get those gears singing once more.
Passionate Content Marketing - Why It Matters
First, why does it matter whether your marketing team (and the content it produces) is fueled by passion? Isn’t content just content at the end of the day? On the one hand, this may be true: pumping content out the door is one way to generate relevance for good old SEO algorithms. But on the other hand, this will inevitably begin to fall short.
Google demands content to be high-quality if it hopes to receive a high ranking within its search results. This means that content needs experience, expertise, authoritativeness, and trustworthiness. No longer is keyword-driven content a means for an article to succeed; it requires that extra touch of purpose and commitment that only really appears with a team of passionate people.
This is the same reason why the advent of AI (programs such as ChatGPT) simply does not mean the replacement of humans. Successful content marketing requires understanding customer sentiment, the ability to develop meaningful relationships, and the ability to create unique marketing strategies. Indeed, this is only possible when your marketing team feels inspired, not when there is burnout.
Passionate content marketing, therefore, really does matter! But turning the ship around can be easier said than done. Here are five ways you can try to reignite that fire.
1. Get Community Involved
A great way to stimulate excitement and engagement is to reach out to your community and invite them to be involved. Whether it is the physical community of people and businesses within your own vicinity or the community of your customers, a potent way to break the spell of burnout is to create means and modes of collaboration. This multidimensional interaction not only builds community further but also helps to provide valuable insights into others’ needs, interests, and hopes. The goal, then, is to take these ideas, emotions, and avenues of collaboration and extrapolate them into potential content.
Other ideas of community collaboration include:
- Seek alternative ways of gathering information and inspiration through interviews, expert opinions, thought leaders, influencers, and professionals from adjacent fields.
- Collaborate towards a community-centered project or goal
- Try out polls to gain valuable insight into public opinion, emotion, and perspective
2. Make an Impact - Rediscover Your Why
Today’s society thrives when striving toward a better tomorrow. An excellent way to generate excitement and passion in your content marketing is to relate it to threads of impact that integrate into a more significant and impactful purpose. Consider in what ways your content can benefit not only your business but also the world around you—can you relate your product and service to universally agreed-upon social causes such as bettering the environment, helping your neighbor, and raising the quality of life for all people?
Similarly, a great way to know how to make an impact is to rediscover why you’re doing marketing in the first place—both on a personal level (as a marketer) and on an institutional level (the business itself). By reflecting on your purpose and roots, you can quickly return to what gave you the will to do it initially.
3. User-Generated Content
An extremely underrated way to help your passion reignite is to work with the people who have made it all possible. Adjacent to the first point about working with your community, an excellent method to re-energize your team is to put power into the hands of your customers. Content such as reviews, videos, influencers, and testimonials allow your community to grow authentically, encouraging discussion and collaboration while taking a lot of pressure off your shoulders. As user-generated content begins to thrive, you’ll be surprised at the creativity that returns to you!
4. Explore Alternative Angles
Encourage passion and creativity by practically forcing it on yourself if you have to! This does not mean being harmful; instead, it means looking into non-traditional content creation methods and challenging yourself to learn and wield it to create in new, dynamic ways. Invest time into unfamiliar territory, such as innovative social media platforms (TikTok) or out-of-the-box connecting with customers. If you have been primarily creating content in a specific format, such as blog posts or tutorial videos, consider branding out and experimenting with something new - this will breathe creative energy into your new endeavors and life into the old reliable methods.
A few examples of alternative content marketing are:
- Podcasts
- Community events
- Infographics
- Research into untapped/ unconventional social demographic groups
5. Invest in Professional Assistance
When push comes to shove, letting your content marketing dwell in an uninspired state will lead to failure. Suppose you are overwhelmed and unable to turn the corner back to impactful content creation. In that case, it may be wise to invest in the help of a professional digital marketing agency.
Digital marketing agencies, like Beyond Blue Media, are primed with optimized content creation strategy, well-tuned with industry experience, and brimming with passion. Not only will they help your company get back on track with passionate content marketing, but it’s likely you’ll be able to learn from them as well, gaining a deeper perspective and understanding of the art of content marketing.
If you want to learn about more ways Beyond Blue Media can help stimulate your business, give our friendly team a call today!
