The Creative Challenge of Inbound Marketing

knitting-irisContent marketing’s requirement that we continuously produce attractive new material is terrifying, to put it simply. How many of us have any experience at all in this kind of productivity? Even college students don’t write as much and as often. Even traditional advertising departments were usually not required to create something new every day.

The emphasis on content production exists because if it’s not relevant and helpful online, it’s a waste of pixels. Content is how we stay top-of-mind. It’s the medium, as much as display ads were the medium of marketing communications previously.

Producing content for your online branding must become part of your business lifestyle. In other words, we have to figure out how to meet the creative challenge of so much ongoing communication with our markets, and to meet it in ways that won’t be stressful.

Let’s face it: we’re generally not taught much about creativity. Though we’re all creative naturally, we have little practice in it. It’s delicious that now for economic reasons we are being forced to develop this capacity!

How will you establish a reliable and very do-able standard of self-expression on the internet? What can you create every day that will be an aid and/or comfort to your fellow humans?

I believe if we think of creativity differently, we can arrive at solutions much more quickly and easily.

Too often, creativity is understood as something possessed only by the fortunate few. It seems mysterious, elusive, unreal. It’s the “Muse” who descends only if you’re lucky.

Allow me to disabuse you of these notions. First, if you are a sentient being, you are creative. Some may be more skillful with their creativity than others because they’ve practiced a lot. But no one inherently possesses more creativity than other people. We can all equally cultivate creative muscles.

Creativity is what can you improvisationally devise from your awareness and thinking. It is your individual way of juxtaposing various things.

Creativity is combining things in unique ways. 

So you can devise your plan for content production by combining your business goals with your own or your business’ specific expressive capabilities. Work with what you have!

Here are a few samples:

  • The website for your laundromat business features daily tips and did-you-knows about cleaning. You ask each of your managers to supply a list of 20 items for this feature.
  • You promote your massage therapy business with a blog about alternative healing techniques and you update your Facebook page every day with more news and ideas.
  • As a realtor, you stand out from the competition by posting virtual tour videos and steadily increasing your email list with newsletters that give advice about buying and selling a home.

In each of these examples, the business owner can easily and joyfully access new material in a constant stream that’s already present in their business. Yes, in the second example the business owner writes blog posts, but this is because writing is enjoyable for her. But there are an infinite number of other ways to express the value of your business.

It’s an exciting new age of self-expression which I, for one, take to be extremely positive!


Do you have a solid blogging strategy, or would you like some guidance in this area? More information here!


About Mary Ruth

Mary H. Ruth is a virtual assistant, online marketing manager, copywriter and editor, and certified inbound marketing specialist. She has over 30 years' experience in administration and marketing in both non-profit and business sectors, having earned a degree in English Literature from the University of North Carolina at Chapel Hill in 1975. Now living in Gainesville, Florida, she's been working online since late 2007.

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