Attention Content Marketers: Stop Reading So Much!

As a content marketer, there likely isn’t a day that goes by that you don’t come across an article that offers you a ton of ways to generate ideas to write about. If you feel stuck trying to rise above the noise then these can be very helpful. But many content marketers never really have a shortage of ideas floating around in their head; what they do sometimes have is a shortage of actual writing to show that.

Any smart content marketer, or publisher/editor  creates lists and lists of article topics, topic series, potential interviews, infographics, and more to create. Unfortunately, those lists don’t always seem to translate into actual content.

Do you know why?

Because you’re overwhelmed with content.

You have dozens of RSS feeds, almost as many email newsletters, hundreds of social feeds and a lot of direct email requests. You spend far too much time skimming, Pocketing, reading and making notes, writing ideas, and then what happens? You have time to produce very little.

What does all this reading and lack of writing mean for content marketing?

Reading Can Hinder Content Creation

There is so much great content out there to read. So much information you can use to learn how to do your job as a content marketer better. If you are struggling to find your unique voice among a sea of other content marketing, you get stressed, overwhelmed. You see four different versions of what you have as article number four on your list of things to write, then you see two of article idea ten. Now you’re freaking out, because you think all your ideas are already done.

Stop panicking. Take a deep breath. Here’s what you need to do.

Stop reading.

Yes, all the experts say you have to read, you have to be constantly learning. They aren’t wrong. But what they don’t tell you is that there is a point when you have to just stop reading and starting doing something. Because if you don’t - you’ll never get a word out and your content marketing efforts will tank, big time.


3 Step Content Marketing Process

Here is some advice to keep you on the right track.


1. Have a plan

A content marketing plan that aligns with your digital marketing strategy (and business strategy) will ensure that you know who you want to reach and what information you need to create and share to build relationships with them. Know if you are writing content for lead generation, or content for audience building - they often aren’t the same thing.


2. Create an editorial calendar and stick with it

What days will you publish content, what will the content be about and where will you publish it. How will it be promoted? Have all this clearly identified and stick with it. Of course be prepared to adjust on the fly if something comes up that you absolutely want to write about because it’s timely. The main thing to remember is that if you’ve set a publish date for a piece of content, stick with the publish date at a minimum. Audiences and customers, they like consistency.


3. Set aside at least half your day to simply write

If you have to, shut everything off: your phone, your social network alerts, your Internet if you absolutely can’t refrain from that quick email check. Forget that so and so already wrote about this topic, and just write your own version. Find your voice and your perspective and write, write, write. Once your first draft is done, sit on it for awhile. Write the next piece. Then you edit like a demon and ensure you’ve got your unique perspective, the proper attributions, the right visuals and so on. Believe me, writing is the hardest part when you have so many distractions.


Back on Track? Start Reading Again

When you get your writing back on track you feel great right (many writers attest to this truth). You know you’re producing great effective content. You are tracking the right metrics and see it’s working. If it’s not, you can adjust, but at least you’re writing and seeing results. Feeling better? Then start putting aside an hour a day to read. Learn to be more selective about the content you need to read versus reading everything.

Pick your favorite bloggers, analysts, and news sites and track their content only, create Twitter lists. Follow certain people and companies on LinkedIn. Be open to something or someone new, but know that you have limited time to read, or you’ll find yourself falling back into the trap of always readying, never producing.

A content marketer must always be learning new tactics and approaches, and that means you do have to read. But reading is a small part of the work you need to do. If you feel like you are stuck in an “always reading, never writing” zone, take a minute and ask yourself why. Then put aside the reading for awhile. Lay out your content strategy, develop your editorial calendar and start writing, distraction free. When you feel like you are ready, start reading again, but limit your time, even schedule it so you don’t fall back into old patterns.

And remember, if you spend too much time reading someone else’s great ideas, you’ll never create or share your own.