Whether you run your own promotional products business or you’re part of your company’s marketing team, you know the importance of creating engaging, well-written content. You also know how difficult it can be to squeeze in time to produce high-quality content.

Brian Pittman, a Ragan Communications executive, has put together some content marketing hacks that can help any marketer or business owner overcome content-creation burnout. We highlight his best practices in this issue of Promotional Consultant Today.

1. Eliminate all the sales talk. Yes, you provide a valuable service or offering for your clients. But don’t go overboard talking about it through your content. This can happen when content marketers are burned out. Remember to keep your audience in mind with every piece of content you create. Research what your clients want most and then figure out how to provide that kind of information for them.

2. Embrace storytelling. Every good story has a beginning, middle and end. Every good story also has a hero and a villain. When sitting down to create content for your business, think about how you can weave together a compelling tale. Consider what you want your audience to take away from the piece and what next step you want them to take.

3. Try out shorter pieces of content. Many content marketers and business owners make the mistake of only creating long-form pieces. Mix in some shorter pieces occasionally and give yourself a break, Pittman says. It can be refreshing for your audience to read a short, informative post. Write concisely and make sure you have a captivating headline to pull readers in.

4. Get smart about Google. Pittman says a quick SEO hack involves writing your headline and then cutting and pasting it into Google. This lets you see how it compares to existing content. You can also explore Google’s related searches and adjust your headline to meet your first search and related searches.

5. Follow content trends. If you don’t follow the latest content trends, you may create content that falls flat and fails to capture your audience’s attention, Pittman says. Stay current by reading blogs and books or listening to podcasts about content creation and marketing.

You’ve heard the saying: Content is king. Whether you struggle to find time to create valuable content or you’re simply out of fresh ideas, consider the guidance above to get unstuck.

Compiled by Audrey Sellers

Source: Brian Pittman is the dean of Ragan Training and a Ragan Communications event producer.