Making Content Is Hard

The Hardest Part of Content Marketing

In Content Marketing, Digital Marketing, Inbound Marketing, Social Media Marketing, Strategy by Topher Howden

Everybody knows that the biggest hurdle in content marketing is creating content. This is not exactly shocking news. Sitting in front of an empty document can be a horrifying feeling.

  • What are you supposed to write about?
  • Who are you talking to?
  • What am I doing here asking you all of these questions?


Thankfully, some of these problems can be solved before you even sit down to put pen to paper (sidebar: Does anybody actually put pen to paper anymore? Putting keyboard to document just doesn’t have the same panache). Doing some simple strategy beforehand to define your audience can help to simplify the problem of writing for an entire demographic. Understanding your audience tells you what channels they like to spend their time on and what kinds of content they like to consume.

  • What would interest them about this topic?
  • How can you get them to take an action you want them to take?
  • What part of your brand’s story is going to impact them most?

Finding parameters to write within helps take away much of the trepidation around creating content.

Figuring out the answers to these questions is the actual crux of the problem. Attempting to write without being able to answer these questions will either leave you with content that is either insipid or irrelevant to your audience. Once you get these answers the content is the easy part. All you have to do is be charming, witty, compelling and get your audience to do exactly what you want them to in 140 characters or less—you’ve got this!