We’ve made it, friend! This is officially the last post in our 10-part series all about the health of your website. You now know how to create the best possible website for your brand! And how to take that interest from your website and translate it into something lasting.

And for our final post, that idea of lasting is exactly what we want to chat with you about. Because while this may be the end of the series, the topic of this post is actually the beginning of building an online presence that will withstand the test of time. Finally, you have the knowledge to build a solid content strategy!

By now, you know how important having an awesome website is. And you learned how to keep your readers’ interest long after they’ve X-ed out.

But what we haven’t talked about yet is what to do with that interest. Once you’ve figured out a way to get your readers to take the leap from website visitor to regular client!  That's where a plan comes in.

Here's where your content strategy—and content repurposing—comes in.

Content strategy is the process of planning, creating, and managing content to meet the needs of your target audience while also achieving your business goals. It’s a crucial part of any brand’s successful marketing strategy.

A well-defined content strategy helps you to create and distribute valuable, relevant content that attracts and retains a clearly defined audience.

The content strategy process ensures that every piece of content you create serves a specific purpose. Whether it is to educate, entertain, or persuade your target audience into taking your desired action, you have near-endless possibilites.

4 Benefits of a Solid Content Strategy

It helps you understand your audience better.

By identifying their needs, preferences, and pain points, you can create content that is tailored to them. This then helps you build trust and credibility with your audience, which can lead to increased engagement and conversions.

The more specific your content is to your ideal clients’ questions, interests, and needs, the more they’ll trust you, engage with you, and ultimately buy from you. 

It helps you maintain a consistent brand voice.

By spending the time to create a consistent strategy, you’ll be able to maintain a consistent voice and tone that resonates with your target audience across all of your brand’s marketing. 

Having a consistent voice in all of your content is so important for brand awareness and recognition because it’s one of the main things that sets you apart from your competitors. 

People prefer to work with brands that feel human, and one of the best ways to help your audience make real connections with you is by making yourself recognizable and relatable with a brand voice they can count on. 

It keeps your content aligned with your business goals.

No matter what your goal is—increase brand awareness, generate leads, drive sales, gain subscribers, get new podcast listeners, encourage people to sign up for your course—all of your content should be designed to support your specific objectives. 

When you have a strategy in place, content creation that actually gets you results is so much easier.

Instead of creating posts on the fly, writing blogs at random, and sending newsletters about any old topic, a solid content strategy built with your brand’s goals in mind supports your efforts by informing what you create—and removing the stress of the “what should I post?” guessing game.

Armed with a content strategy in your brand’s back pocket, you can ensure that your content is not only engaging and informative but also contributes to your bottom line.

It provides you with a clear roadmap for your content creation efforts.

By identifying the types of content that are most effective in achieving your goals, you’re able to determine which types of content to prioritize, then create. 

In this series, you have already outlined your objectives, defined your target audience, and got clever on your messaging. You probably already have even decided which content marketing channels you’ll use to share your content.

Now that you have all of those elements in place, the only thing left to do is create!

How to Create a Content Strategy That Actually Works

Creating a content strategy is nowhere near as difficult as it sounds. In fact, there are only a few steps you need to take in order to create an awesome content strategy that’ll work for you. You won't have to think about content creation for months! Woohoo!

Step #1 – Who is your content for? Why do they need it?

Content creation is an audience-first task. If you don’t know who you’re creating for—what they want from you, why they need it, what will make them care—you’re not setting yourself up for success. 

Before making your content strategy, spend some time inside your community’s head; whether that means dreaming up your dream projects, chatting with some past clients who you loved working with, or researching details about your target audience online. You can revisit Part 2 of the series to refresh your brand strategy plan.

Step #2 – Get familiar with your goals 

Think specifically, what are you marketing?

Is there a desired action you’re hoping your reader will take?

What is the solution you’re providing your audience?

Understanding WHY you’re posting, WHAT you want to promote, and WHO needs your message the most is vital in creating a solid content strategy. 

Before sitting down to plan out your content, think about what you do, why you do it, who you do it for, and how you plan on spreading the word about the ways you’re able to solve your audience’s problems / meet their needs / provide value to them. Remember! You already did this in Part 2 with your Brand Strategy

Step #3 – Conduct your keyword research

It’s impossible to talk about content creation and not mention SEO, because half the reason you’re even creating content in the first place is likely so more of your people can find you organically.

For this reason, incorporating relevant keywords into your content—especially your long-form content—is essential, if you’re hoping to be more discoverable.

RELATED: Check out our article about conducting keyword research here!

Step #4 – Create content that moves the needle

Every piece of content you create should either trigger an action, inspire a next step, or move the needle forward for your reader—even if it’s only a little push in the right direction.

Our favorite way to do this is by thinking about what the call to action is (and who we’re hoping will take said action) before creating a certain element of content, so we can make sure we’re not getting off track or making something that doesn’t align with our goals or our audience’s needs. 

Pssst. More on this in Part 5 of the series.

Step #5 – Think about what fuels your fire (and what fuels their fire) 

It’s important to create content that feels authentic to you AND relevant to your audience. When making your content strategy, you’ll want to find a happy medium between the topics you’re passionate about, and the topics your audience can benefit from. 

Step #6 – Decide what your posting schedule will be

It’s easy to get overwhelmed with content creation, especially with SO many platforms and types of content you can create, so deciding on a posting schedule will prove to be extremely helpful.

For example, when you know you need to post 3 times on Instagram, send one weekly newsletter, and publish twice a month on your blog, content creation becomes much more manageable than when you’re looking at an overflowing list of ideas that have no timeline attached. 

Without a posting schedule, everything will feel urgent, and you’ll become frustrated with consistent content creation before you even get started. 

A regular posting schedule also helps your audience become much more familiar with you, increasing engagement thanks to the reliability of your posting/sending/publishing/uploading. 

If your numbers low? Check out: 5 Reasons You Have Low Engagement on Instagram

How to Figure Out Which Elements of Your Content Strategy to Prioritize Most

Even though you may try to be, you can’t be everywhere, all at once, all the time. It’s impossible to give your best on every platform—but that doesn’t mean it’s impossible to build a content strategy that allows you to take advantage of all of the marketing channels available to you.

The key to a successful (and sustainable!) content strategy is choosing 1-3 platforms that you feel like you can comfortably maintain putting effort into.

Then, if you determine you’d like to show up on other social media platforms or create other forms of marketing content, you can do so by repurposing the content you made for your “main” outlets. 

HERE’S HOW TO CHOOSE WHICH PLATFORM IS GOING TO BE YOUR #1 FOCUS:

→ Determine which content is the easiest for you to create.

Love filming quick, short-form video content – focus on TikTok or Reels.

Enjoy writing long-form content – focus on your blog or newsletter.

Dream about creating graphics and writing captions – focus on Instagram.

You see where we’re going with this? 

Doing what you genuinely LIKE doing is just as important as doing the strategic thing—because if you don’t actually enjoy it (or at least enjoy it more than the other social media and content marketing channels available to you), then it won’t be as easy for you to maintain.

Plus, followers, subscribers, readers, & viewers can ALWAYS tell when content feels forced.

If you spend your time creating content that you don’t like, just for the sake of being on a platform because you think you have to be there, your community won’t respond as well to it.

(Engaging with your community is the whole *point* of creating content in the first place!)

Pick a format of content you like, and run with it.

→  Determine what makes sense for your goals. Which action do you want your community to take?

When considering which platform to focus on, you’ll first need to decide what your goals are, and which platform makes the most sense for you to reach them.

Example No. 1: Photographers and videographers may want to prioritize photo- and video-based apps, like Instagram, Pinterest, and TikTok, so their ideal clients can see their work and get a feel for their style.

Example No. 2: Online service providers, like copywriters or virtual assistants, may want to prioritize content marketing channels that let them provide educational value and create long-form content to help their audience, like their blog or their email list. 

Think about WHY you’re creating this content in the first place—which action you’re hoping your community will take—and then decide which content marketing tool would be best suited for that.

→  Determine which type of person is active on that specific platform. Is your ideal client likely to see your content there? 

Once you know WHY you’re posting and WHAT you want to post to help you further your goals, you’ll need to make sure that your ideal client is actually hanging out in that corner of the Internet.

If you’ve decided that you’re going to start putting all of your energy into Facebook, but your audience is full of trendy Gen Z-ers, you’re probably not going to be able to attract the clientele you’re hoping for—because they’re not hanging out on Facebook.

You’ll need to find a balance between what you want to create, and what your audience likes to consume. 

While we’re on the subject…

→ Determine how your ideal client likes to consume content. Are you creating what they want from you? 

The last step in deciding which content marketing tool to prioritize is figuring out which type of content best resonates with your audience.

Do they appreciate funny, relevant gifs (like ours does)?

Are Instagram carousels their fav with all the info, over Instagram posts with a long caption?

Is your dream client actually reading the blogs linked to the Pinterest posts they’re saving? Or do they just like looking at the aesthetically pleasing photos?

Are they more likely to click on a link in your stories? Or does the “link in bio!” call to action from your feed post really work?

These are all things you’ll likely have to trial-and-error your way through. But chances are, if you know your audience well enough, it’ll be easy for you to get a good idea of the way they like to consume their content.

It’s also a great idea to simply ASK them. Conduct a poll on your stories. Send out a survey to your email list. Prompt readers to DM you on social media after they read your blog. Just ask. You get answers, engage your audience, and play to the algorithm.

The best way to find out what your audience REALLY wants is to have the conversation.

How to create a content ecosystem by repurposing what you create

Repurposing content is THE best way to create a cohesive, consistent content marketing strategy—and also the easiest. 

(Plus, who doesn’t love *NOT* having to reinvent the wheel?!)

People love to over-complicate content creation for absolutely no reason. We promise you: content marketing doesn’t have to be that difficult.

As a business owner, you’ve got enough on your plate already, between client work, responding to leads, showing up on social media, handling your admin tasks, outsourcing to contractors, reviewing projects, editing things, existing as a human… it’s a lot!

And if there’s one place you can afford to simplify your life, it’s content creation. 

Here’s how to make it happen:

Repurpose Your Content…a lot.

You won't believe how many times one piece of long-form content can be transformed! Just think of the possibilities when you consider all the ways to break down a given topic.

Content repurposing is the process of recycling or reusing your existing content in a new format. This way you maximize the ROI of your content creation. Not to mention, give every element of your content as much life as possible.)

We’ll keep our argument for content repurposing brief because we’re really excited to skip to the how-to of it all:

• It makes consistency easier. Organically marketing your business takes up enough time as it is; repurposing diminished your workload significantly. 

• It saves you valuable time. The less fresh content you have to create from scratch, the less time you spend creating. 

• It improves your SEO. The more content you have about a given topic (or keyword), the higher your chances of ranking on Google. 

Content repurposing is a complete game-changer when it comes to growing your audience, posting regularly, and serving your social channels. 

Don't Believe it? Check it out!

Let’s take this blog series, for example:

If we wanted to repurpose the content we shared with you over the course of these last 10 blogs, here are a few ways we could do it:

• Post 10 Instagram carousels
• Post 10 Instagram Reels
• Make 10 TikToks
• Make 10 YouTube videos
• Create 1-5 Instagram stories per post 
• Write 10 newsletters
• Publish 10 idea pins
• Publish 1-5 regular Pinterest pins about each post, using alternate titles
• Publish infographics with the tips from each post on Pinterest

…and those are just a few ideas. 

That’s HUNDREDS of elements of content—and we didn’t even mention the fact that every single post in this series could be broken down even further, making for even more content.

With every element of each blog in this series, there’s also a new opportunity for a fresh, new piece of content to be created. 

Remember Part #5, all about how to write the best website copy? Here are all the individual topics we could post about from that specific content of that specific:

• Informational post: what is website copy and why do you need it?
• Informational post: how to write website copy that works
• Informational post: what great website copy can do for you (4 benefits of having great website copy)
• Informational post: 6 questions to ask yourself before writing your own website copy
• Educational post: what your homepage needs to include
  • Repeat for About, Services, and Contact!
• Educational post: how to add personality to your homepage copy
  • Repeat for About, Services, and Contact!
• Freebie: website copywriting checklist 

That’s THIRTEEN additional elements of content from ONE blog post—not counting all the different types of posts that could be made about each element from the above list, or the potential pull quotes we could post from the article. 

(This is the part where we remind you exactly how beneficial blogging is to your small business.) 

Repurpose. Then Do It Again.

And the repurposing doesn’t end there—check out just how many additional elements of content you can turn ONE long-form piece into.

Don't forget you don't have to reinvent the wheel. You probably already have a ton of content you can use. Bet you have enough to repurpose content into…

• Turn 1 Blog into 10 Instagram Posts.
• Add a Reel to TikTok and a Tok to Reels.
• Use Pull Quotes from your blog on Twitter
• Resize Instagram Posts for Pinterest
• Make 1 Infographic to Use Across Platforms.
• Highlight Content in a Monthly Newsletter.
• Cornerstone advice? Post it quarterly.
• Problem you can solve? Share everywhere.
• DMed a question? Answer it everywhere.
• Share reviews across platforms.
• Blast past content. Show how far you've come!

And, friend, you have come so far. Just think of all the amazing things you have learn across your years in business. Heck, you have learned so much just in this post about content strategy! Not to mention the whole Website Health Check-up Series!

We hope you loved reading this series as much as we loved writing it—don’t forget to SAVE it for later!

We’ve had so much fun teaching you about your website health, website mistakes to avoid, brand strategy, SEO, website copywriting, website design, user experience, blogging, building relationships with your readers, and now content strategy, and we hope you’ve had just as much fun learning about it all!

Don’t forget to save this series somewhere safe (we suggest Pinterest!) so you can refer back to it.

And if you don’t have a website yet—or if you’re looking for a website builder that gives you the most creative freedom to create an online presence that feels like you do in person—start here for FREE for 14 days (no credit card, just vibes). 

As much as you love working in a creative field, you undoubtedly hate dealing with a “creative block” (or what some people call an “artist block”). You know what we mean…

You sit there in your workspace, staring at a project you can’t figure out how to start or move forward with. You feel uninspired. Every idea you try doesn’t work the way you want it to.

It just seems so unfair. After all, do electricians get “electrician block”? It’s tough to work in a creative field where there are some days you just can’t get the job done.

…Or can you?

The reality is that overcoming a creative block in your business might be easier than you think. Fostering your own creativity — and the creativity of those around you — just takes a few deliberate moves. Some of them are obvious; others, not so much.

Here are 19 approaches you can take to help you regain your business creativity when it feels like you’ve lost it.

1. Walk Away

This one feels obvious, doesn’t it? Sometimes trying to force creativity makes your block even worse. In these cases, it can be helpful to just walk away and give yourself time to return to your work later. 

Yes, it’s important to recognize that creative work is still work, and you need to commit to sitting down and doing it even when you aren’t in the mood, but getting away from your screen and clearing your head will help you approach the job with a fresh perspective.

2. Exercise

Getting some physical activity might be just what you need to feel inspired. Not only does exercise give you time to think, but also the increased blood flow and boosted endorphins give you the positive mental capacity you need to tackle your project. 

Plus, people who exercise regularly tend to have better cognitive function for creative problem solving. That means you’ll be better prepared to overcome any future creative blocks!

3. Play Music

Ever had one of those days where good ideas just aren’t coming to you? The simplest solution might be to play some music while you work. 

Music stimulates your brain. It can get rid of any negative feelings you’re struggling with that could be causing your creative block. 

In fact, Johns Hopkins notes that music reduces your anxiety while increasing your mental alertness and mood. Studies also show that music, like exercise, can promote creative thinking.

4. Read Inspiring Content

There’s a powerful effect that happens when you read inspirational material: it gets you excited to create inspirational material of your own. You find yourself thinking, “I want to. I can. I will!” 

Most of our creative blocks happen because we’re hung up on whether what we’re doing is good enough. So make a point of surrounding yourself with work that uplifts and motivates you. (And it doesn’t have to be reading, either — listening to a podcast or watching a YouTube video could accomplish the same goal.)

5. Try Stream-of-Consciousness Writing

Turn off your inner critic! You may have trouble writing because you’re trying to get it right on the first try. You sit and overthink it, then type a sentence, then backspace, then overthink it some more. 

Give yourself a chance to freely write whatever comes into your mind, so you can get at least something down on the page. Remind yourself you can always come back to the piece and edit it later. And who knows, you might be surprised that your first draft is even better than you were expecting.

6. Break Projects into Manageable Chunks

A big creative project can feel overwhelming. When we’re overwhelmed, that’s when creative block sets in. 

Instead of fretting about the prospect of all the work you have to do, break the job into smaller chunks that are easier to manage. Writing 100 words is easy — something you can probably do in about 10 minutes. If you do that twice a day, you can knock out 1,000 words in a single business week (and you don’t even have to write on the weekend!).

7. Learn Something New

When you have a really bad creative block, one way to get out of it is to find new ideas. How? By learning something new! 

It doesn’t even have to be related to your creative project at hand. You could read up on a historical event or figure. You could take a lesson in a new language. You could teach yourself a new skill. Whatever it is, this new information in your brain will get you thinking differently and give you a fresh perspective.

8. Do Something Just for Fun

Work hard, play hard. No, seriously — having fun is good for your morale! 

If you’re not engaging in activities that bring you joy, your mood won’t be very joyful, either. On the other hand, if you let yourself have fun, you will have a positive attitude and will be less intimidated by the possibility of failure. 

Ask career experts and they’ll tell you: having fun at work is good for productivity.

9. Do Something That Scares You

Oh, the dreaded comfort zone! Sure, it feels like a safe place, but in reality, you’re probably bored and don’t even realize it. 

Boredom never breeds great ideas. So if you’re struggling with a creative block, one of the best ways to get yourself inspired is to engage in an activity that scares or intimidates you. 

Not only will you get a boost of adrenaline (which can be good for your productivity), but you will also see you’re capable of doing much more than you give yourself credit for. Lowering your inhibitions allows you to be your creative self.

10. Take a Short Break

Work is important. We all know we need to sit down, focus, and get the job done. But that doesn’t mean you shouldn’t take frequent breaks!

If your creative energy is fizzling out, you might need a breather. Stepping away from your workspace to stretch, take a walk, get a snack, or talk to a friend for a few minutes can help you stay focused, productive, and creative.

11. Take a Full Vacation

If only 10-minute breaks could sustain us indefinitely! The reality is that a long-term break might be necessary if you’re feeling especially burned out and dealing with a really bad creative block. 

Harvard Business Review will tell you: vacations deliver a good ROI for business. If it’s been a while since you’ve put your work computer away for a solid week, your business creativity might be suffering for it.

12. Get Good Sleep

We’ve all been there: you sacrifice a few hours of sleep because you want to keep working, thinking you’re accomplishing more than if you turned in for the night or let yourself sleep in. 

The reality is that all the energy you spend trying to keep yourself awake is less energy you have to be creative. It’s one of the reasons that Sleep Foundation says fatigue costs American workplaces about $136.4 billion annually. 

If you’re struggling with a creative block, catch up on your sleep, and see whether the creativity comes more easily.

13. Spruce Up Your Space

You’d be amazed at how much your workspace affects your ability to be creative. If you’re in a rut, try designing your workspace to be a place that truly makes you feel inspired. 

Sprucing up your space could be as simple as adding a plant or two, hanging a calendar on the wall, scenting the room with a candle or diffuser, or even having some ambient sound in the background.

14. Change Your Work Environment

Even if you love your office (or whatever your go-to workspace is), the same old scenery may start to bore you. If your surroundings feel monotonous, so will your thoughts!

When you need to break out of a creative rut, try moving to a different environment. Work from a coffee shop or library. If the weather is nice, stop by a park and settle in at a picnic table. Even going to a different room in your house could make all the difference when it comes to breaking through a frustrating creative block.

15. Talk with Your Clients

In some cases, whether you want to admit it or not, you might be struggling with your business creativity because you just aren’t confident about what your customers actually want. You can’t commit to any strong creative choices because you’re second-guessing them. You’re all out of ideas and need a fresh perspective. 

This is the perfect time to schedule a call or meeting with your clients to solicit feedback and bounce around ideas. These productive conversations will help you improve your products or services, develop ideas for a few new ones, and give you a stronger understanding of the special niche you fill in the market.

16. Talk with Your Team

One of the biggest obstacles creative business owners face is the notion that they have all the answers. If you have a team, remember you hired them for a reason! You recognize their talent and value what they can contribute. 

Opening a conversation with your team will take some of the pressure off you to have all the ideas by yourself. It will also renew your sense of motivation for the task at hand.

17. Talk with Other Creative Business Owners

It’s not just your own team members who can help you out. Your fellow creative business owners know exactly how it feels to be struggling with creative blocks. 

Talking to other entrepreneurs will help you gain some confidence when you remember you’re not alone. They’re sure to help you come up with new, creative approaches to your work, too.

18. Revisit Your Mission Statement

Maybe there’s a voice in the back of your mind (so far back you don’t even know it’s there) asking you, “Why? What’s the point? Why are you even doing this?” 

When work feels like work — just project after project you have to crank out to get paid — go back and revisit the mission statement you drafted for your creative business. This “back to basics” approach reminds you of the reason why you do what you do, so you can work with purpose and take satisfaction in the job. 

It’s tough to let creative blocks get in the way when you remember your why!

19. Give Yourself Grace

Most importantly of all, don’t be so hard on yourself. 

We all face creative blocks. We all struggle. That doesn’t mean you’re a failure or bad at what you do. 

Don’t beat yourself up over your creative block. Instead, accept it as the reality of working in a creative field (which you’re so fortunate to be able to do!), and keep looking forward. 

Some days will be harder than others, some projects will be tough, and some ideas will turn out to be unsuccessful. None of this is a reflection on you or your business creativity. 

Remember you’re talented and passionate about what you do. If you’re struggling one day, know it will pass soon.

Build Your Brand with Showit!

At Showit, we understand the struggles you face as a creative business owner. We’re creative business owners ourselves, and we work with creative business owners every day to create awesome websites that reflect the awesome work they do. 

We’d love to have you join our community and help you showcase your brand online. 
Our blog is full of inspiration you can use for everything from website design to business growth and more. Plus, our website platform offers a free trial, so you can try Showit for yourself without any obligation!