By Rachel Foster published November 10, 2011

3 Ways to Break Out of a Content Marketing Rut

Einstein defined insanity as “doing the same thing over and over again and expecting different results.” If your content marketing is on autopilot and you’re not getting the results you want, I wouldn’t say you’re insane, but you could certainly use some fresh ideas.

Unremarkable content can also be a big problem if you’re in an industry, such as technology, that relies on innovation.  If your marketing does not reflect the innovation that goes into your products or services, it can put you at a disadvantage by making you look either boring or too complex.

Here are three tips to help you break out of your content marketing rut.

Look outside your industry

One of my friends, Krister Shalm, works in quantum physics — a topic most people would say they don’t understand. However, Krister has a gift for making physics accessible and entertaining. He recently held a talk called, “Quantum Physics and the Magic of Harry Potter.” By showing how quantum physics was used in the popular series, he sold out his two-night show and educated people of all ages about his field. Krister even timed the talks to coincide with the release of the final Harry Potter movie,  which also helped increase his audience.

If you can relate your content to something that is popular or newsworthy, you may attract more publicity and a larger audience.

Try a different medium

Does your organization always publish data sheets when your audience really prefers white papers? If your content isn’t reaching your ideal audience, you may need to change your delivery method. Determine what kind of content works best for communicating with your audience. For example, if they are auditory learners, you may want to record podcasts; if they typically spend a lot of their time on YouTube, you can consider using your content as the basis of a video series.
You can also repurpose your content in ways that might attract an expanded audience. For example, you can turn one of your webinars into a white paper, video series, blog posts, or social media updates. This means that if people missed a live webinar you offered, they could still find the content through their favorite social media networks or other channels.

Try something new within an existing medium

I recently wrote an article for Chief Content Officer Magazine called “Reimaging the Tried-and-True White Paper.” The article explores how new technology, such as interactive white papers and video white papers, is helping marketers improve the ROI from their lead-generation campaigns.

Experimenting with newer content features and options is a great way to put a fresh spin on the content you offer through a reliable medium like print. For example, try adding interactive components to your next white paper such as video or custom content that is relevant to each reader’s industry or role. You can also make your existing content more social by encouraging comments and adding social sharing features. This can make your message more exciting or accessible while giving you an opportunity to share more information about your organization.

Remember: Although there are endless ways to make your message stand out, you must always keep your focus on creating content that is relevant to your buyers’ needs. If your content is not relevant, all the extras will be a waste of your marketing effort and budget.

What about you? Have you tried (or do you want to try) anything outside the box for your content marketing? Feel free to share your thoughts below.

Author: Rachel Foster

Rachel Foster is a B2B copywriter and CEO of Fresh Perspective Copywriting. She helps her clients improve their response rates, clearly communicate complex messages and generate high-quality leads. Rachel has taught white paper, sell sheet and case study writing for MarketingProfs. She is also one of the Online Marketing Institute’s Top 40+ Digital Strategists in Marketing for 2014. You can connect with Rachel on LinkedIn, follow her on Twitter or check out her B2B marketing blog

Other posts by Rachel Foster

Join Over 180,000 of your Peers!

Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Get Inspired: 75 (More) Content Marketing Examples FREE!

  • http://www.brickmarketing.com/ Nick Stamoulis

    It’s very easy to get stuck in a content marketing rut.  There are only so many topics and so many ways to present similar information.  The key is to think outside the box a little bit.  I like the strategy of relating content to something that is popular or newsworthy.  It changes up the feel of the content and can bring in new readers.  

  • http://www.brickmarketing.com/ Nick Stamoulis

    It’s very easy to get stuck in a content marketing rut.  There are only so many topics and so many ways to present similar information.  The key is to think outside the box a little bit.  I like the strategy of relating content to something that is popular or newsworthy.  It changes up the feel of the content and can bring in new readers.  

  • http://twitter.com/LucindaBrook Lucinda Brook

    I always find that if you’re out of ideas, actually it’s about changing the way you look at it. And the simplest way to achieve that is to take yourself out of your ordinary surroundings. Many a creative department decamps to the park, the design museum etc etc for inspiration. Personally I find that I’m guaranteed fresh inspiration simply by putting my running shoes on and heading for the woods….

    • http://twitter.com/CopywriterTO Rachel Foster

      Hi Lucinda,

      Thank you for your comment. Yes, sometimes stepping away from a project is the best way to come up with a great idea. I like to exercise or go to a movie. I also keep a notebook next to my bed for those sudden ideas.

      Sincerely,
      Rachel

  • Adam Barber

    Just to follow on from Nick’s point, industry news can be a great source of fresh material for content marketing campaigns. Every niche has its news agenda, its trade magazines and specialist blogs. This stream of events, announcements and comment can be a great source of original content ideas. It can also help brands associate themselves with relevant themes that are of interest to their target audience.

    • http://twitter.com/CopywriterTO Rachel Foster

      Great point. I like to subscribe to Google Alerts to get the latest news in my industry. 

  • http://twitter.com/trendspottr trendspottr

    Another way to “break out of the rut” is to get inspired by timely and relevant content from across the social Web. At TrendSpottr (http://trendspottr.com) we identify the most trending content for any topic or search term. So, if you’re writing a blog about Social Media or Healthcare and need ideas that are going to resonate and engage with your audience now, try entering these keywords at TrendSpottr. Because we “spot” the most trending content at its earliest acceleration point, we know that this content is not only timely and relevant now, but will continue to have high resonance and engagement value for the next 8-48 hours. Many media companies, PR agencies, journalists and social media users use our site to get “ahead of the curve” to find and publish timely, relevant and engaging content. Hope you give it a try! 

  • xcp

    XCPNike as a historic brand is popular in all over the world,nike australia occupies a very important position. No matter what age the person will have a pair of Nike Shoes. This shows that people love the Nike.nike shoes australia’s success depends largely on accurate market positioning and excellent quality. A lot of people are eager to buy cheap nike shoes, stores often only discount after last season’s, how to buy a pair of cheap Nike? Now you can come to nike shoes online store. You can buy an ultra-low price of one pair of the latest nike free,nike sb.Or the girls favorite nike heels!Whether you own a pair of nike shoes to the face of such temptation, you should be in this hot summer,let your feet enjoy it.

    Order products in christian louboutin sale store are free shipping.If you want to be more remarkable,do not miss it christian louboutin high boots. They are sexy and gorgeous christian louboutin pumps. Welcome old and new customers christian louboutin sandals, we will offer you the best service christian louboutin slingback.All shoes has been worked by good craftsman and christian louboutin bags for men by hand and this is the result of a careful selection. If you are engaged in the vogue or you want keep the same pace with the trend, christian louboutin evening could be your best choice.It is really nice of you to share the excellent shoes information to others. christian louboutin shoes is absolutely representative of fashion and recreation, christian louboutin 2012, became a matter of course the popular protagonist of the season christian louboutin ankle boots. We will try our best to satisfy you christian louboutin wedges.

    I appreciate for your kind and generous sharing. Shop online at christian louboutin sale mall for a great selection of christian louboutin 2012, wedding shoes, evening christian louboutin ankle boots, boots and sandals for girls, women and men with free shopping on all orders.Welcome to luxury christian louboutin high boots online store.The best christian louboutin bags at best price, free delivery, easy returns & exchanges, 100% quality guarantee! Save 82% Off. Cheap christian louboutin evening makes a woman’s feet dazzle and shine even after the twelve strikes of midnight. Own a pair of stylish and wonderful christian louboutin flats is women’s lifetime pursuit. We offer christian louboutin pumps red bottom shoes online shopping by an elegant but easy way. Shopping online at discount price for red sole signature designer christian louboutin sandals, from christian louboutin sandals, christian louboutin pumps, christian louboutin wedges,christian louboutin slingback and christian louboutin boots.

    A lot of women like herve leger.This herve leger high neck dresses blue will make you very sexy and charming.Once you wear this beautiful,elegant, sexy and charming featured herve leger dress in the party,herve leger square neck dresses Black make your choice to go in the fashion front,herve leger strapless dresses the pursuit of fashion on the interpretation of the fashion herve leger swimsuit .Herve leger long sleeve dresses green make your choice to go in the fashion front, the pursuit of fashion on the interpretation of the fashion, sexy, charisma, temperament and so on.has always been favored in recent years,herve leger round neck dresses Green is enjoy a great reputation in the whole world,herve leger single strap dresses refined and elegant style of popular fashionable tide of people’s affection.herve leger bandage dresses is the famous brand from France. herve leger double shoulder is committed to shape the women’s line beauty, and the dress is known as the bandage dress.

    Once you wear this beautiful, elegant, sexy herve leger sale shop, you will immediately love it. Buy now cheap herve leger shop enjoy take one week to your door. They have become the most loyal fans in herve leger dress sale. Herve leger is equal to the charm of the Hollywood stars. Buy now herve leger dress free shipping. You herve leger dress clothing close friends as human beings, especially women, is necessary and important to the modern women shop herve leger dress.It is really nice of you to share the excellent shoes information to others.herve leger bandage dresses with beautiful clothes,herve leger dresses have the best durability, is to use artificial silk, nylon,herve leger dress shop spandex clothing popular with the people around the world of harmony. Ladies, show the perfect body for clothes.

    christian louboutin sale is french hot brand in the world,We provide different kinds of christian louboutin usa. Choose the woman wearing louboutin slingback, often has realised that many men somehow to high-heeled shoes have deep interest, wear cheap christian louboutin sneakers can easily outright conquest many men, can easily get many men worship,can easily make many men excited.In fashionable arena occupies a place of christian louboutin ankle boot forever and always makes women fascination.christian louboutin pumps foot that one wipe enthusiastic red, no matter how plain clothes, they were unable to hide the hostess as fire the lively personality.christian louboutin sandals is fashionable and beautiful, recently new appearance of new women’s sandals, presenting an one colour profusion, design and material collocation also ingenuity, pretty, both restoring ancient ways, full of female lasting appeal, sweet call a person fondle admiringly.christian louboutin 2012 is fashionable and beautiful, recently new appearance of new women’s sandals, presenting an one colour profusion, design and material collocation also ingenuity, pretty, both restoring ancient ways, full of female lasting appeal, sweet call a person fondle admiringly.Delicate the luxury of girl for oneself of each clothes to acquire a pair of high heels to match, but always than a double take christian louboutin ankle boots to reality.A pair of shoes match different dress, you can mature, can also be lovely, shoes with a woman share experience, no matter you are in the life which stage, whether a portly figure or thin, christian louboutin sales store always with you.But this kind of pretty woman flavour, just a kind of thin with the christian louboutin high boots predraft high-heeled shoes peculiar patents.

    The summer came again, if you have love to choose a pair of christian louboutin shoes right now? christian louboutin pumps daffodile match herve leger bandage will make you a shine at the moment.Don’t do the most brilliant and also don’t do the lowest. christian louboutin sandals with its own language, confided women the curve of the gentle, sending out the mature female charm. herve leger dress replica a fair maiden temperament, both costly and qing li, both charm and cute. Thank you for giving the awesome suggestions for us to order. summer comes, want to follow the trend of the front line, still please read the article. christian louboutin sale and clothes, the fire and herve leger dress is popular all over the world. Women like the bandage as the sexy details, they use replica herve leger bundle out of sexy figure concave and convex have send.

    nike high heels as a classic in nike numerous series is popular in the majority of female friends.In 2012 summer,Nike released a slew of new,including nike heels,jordan heels get consumers alike.nike high heels australia store have hundreds of styles,every nike dunk high heels are carefully selected.The feedback has been supporting our new and old customers,all our goods are at the lowest discount sales.And you do not have to worry about that we have any quality problems.Because all of our nike high heels shoes are made ​​to order directly from the factory,no tax,so our prices are far lower than the stores.If you are a passion for the Nike Madam,Please come to our store to buy it.

    NIKE name, in the eyes of Westerners was very lucky, easy to read and easy to remember,it is known.nike shoes trademark symbol of the Greek goddess of victory wings of feathers,representing the speed, but also represents a dynamic and gentle.nike australia’s trademark,the pattern is a small hook shape concise,rapid as lightning,and a look reminiscent of the speed and explosiveness of nike shoes australia.For the first time named “Nike” athletic shoes, soles square convex tablets to enhance the stability, the body of the shoe on both sides of the knife-shaped curved hook,a symbol of the wings of the goddess.God’s wings.nike shoes online store for Australian consumers,sell cheap nike shoes.Our aim is to let people around the world dressed in Nike. Whether you want to nike shox,nike dunk,or nike free,you can certainly find in our mall. We will provide you with the best online service!