When I help clients develop their content marketing, I often hear, “I don’t have anything to say,” or “Why would anyone pay attention to me?”
I know that when you say it, you do believe it. But to me, it’s another lame excuse (along with “I’m really bad at selling myself“).
My belief is different: We all have something to say and none of it is original.
So don’t worry if you can’t come up with something no one’s ever said before.
What’s important is accessing the sources of material that matters to your clients and prospects.
If you can locate that wellspring, you’ll have plenty to say. In fact, I predict you’ll have the opposite problem: you won’t be able to shut up. You’ll become a content machine (like me!). It’s not so bad.
Here are just a few of the ways you can access relevant “content”:
- Questions you’ve answered for clients.
- Conversations you’ve had with clients or vendors or colleagues
- What you learned at an event you attended. (Here’s how I did that recently when I heard Don Katz, CEO of Audible.com, speak at the NJ Tech Meetup.)
- New tools or techniques you’ve seen/heard about. Review the latest technology.
You can also be a filter for your prospects: filter the gold nuggets out of all the content clutter by reading and highlighting what’s especially interesting in the material they should be getting to, but probably aren’t.
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