I've heard this quite a lot lately, and of course, if you hate writing then it's understandable!
But content marketing isn't just about writing press releases, articles and whatever else you think might float the next boat. Great content can be short, it can be snappy, it doesn't have to be written AND it can be re-purposed (but not copied!). Anyone excited yet? Good, I'll continue...
I heard something on the radio the other day which struck a core. A journalist was being interviewed about their passion for writing, and they commented that their purpose was to get the reader to finish the article before turning the page. And that's our purpose too. Why start something that no one is going to want to finish?
Here are three of my suggestions for content that you DON'T have to write.
1. Case studies
Now don't think double-sided A4 page requiring endless comments and smiley people shaking hands... Think problem/solution. How did you help? Ask the customer for a brief quote and a photo (even an existing one from LinkedIn, if deemed appropriate!). Draft it, get it approved, post it! It's real-life and that's why people love it
"I don't like cartoons!". That was the reaction from a client recently about a competitors new illustrated approach. "Ah ok I said, so you noticed it then?". Enough said. Infographics are cool and quirky, but you don't have to be down with the kids to create them. I have a mild addiction to www.canva.com It's free and easy to use. Fresh.
Video isn't just engaging, it can be REALLY powerful. But the key is to keep it short, on- message, and of course interesting. If you try and make an amateur video in-house and it looks a bit naff, then it probably is! Get some expert help. I'm fans of these guys - www.filmguys.co.uk
I'm a big advocate of practicing what I preach, so my challenge is to create new content in each of these formats in the next month. Why not give it a try too?