Inbound Marketing | Content marketing

    12 min de lectura

    I don’t know what to write today. How to create content.

    Written by: Cristina García

    I don’t know what to write today. Inspiration comes and goes. There are days when we clearly know what to write, and others in which we racked our brains to find a topic on which to publish. What happens is that creating quality content to get your target audience engagement is not easy. Most content creators find themselves in the same situation more than once. And then we have an added problem: how do we measure the effectiveness of our publication?

    This is something you can have a remedy for. By creating a routine, a strategy. If we have routines that we follow in the gym with more reason we must create a routine we can reach our objectives in the long term with. 'Routine' is not synonymous with 'boring' when we see that our efforts work. That motivates us to follow. And in order to create a routine, a strategy, we need two things: brainstorming and planning.


    This may not be the first time you read about this concept. It may not even be the first time you perform it. But this 'storm', although it follows the same principle of pooling ideas, is somewhat different.

    1. Define your story don’t depend on inspiration.

    If you are lucky enough to find inspiration for a blog post in everything you read, let us tell you that this publication is not for you. For the rest of humans, it is important to take into account several aspects:

    • Your company’s long-term goal.
    • The values that you want and can transmit.
    • The strengths that make it competent.

    Considering these aspects will help you in defining the history of your business, a story that should guide you in the second step.

    2. Thinks that everything has a purpose.

    Before even raising your content subjects and formats you have to think who are you going to create content for and which it’s going to be its purpose. These are just a few, but there are more:

    • Traffic
    • Engagement
    • Conversion
    • Brand Awareness
    • Feedback

    In general, routing publications in one of theses directions can help you write when there is no inspiration. Keep going, there are just a few more minutes left.

    3. Add the keywords as incorporating the weights.

    It is said that if you want to gain muscle you must include weight in your routine, right? Think of keywords as the weight of your publication. You can do a routine without them, but in the end you want to want to be strong. These keywords (the words that search engines use to index you pages, and users use to look for you) can help you not only to have more ideas, but also to measure results once you have created the publication.

    And now it’s when traditional brainstorming begins. You and your team know your clients and their way of speaking. Use their language when listing the keywords and subjects that follow one of the purposes above, while they are related to the values, strengths and long-term goal of your company.


    It must be ordered. It's no use having ideas and writing content when there is no organization. When it comes to publishing, there is nothing better than planning.

    1. Avoid Content Audits.

    The only way to avoid content auditing is to be methodical from the beginning. Yes, it is a bit tedious to create your content database, but believe us when we say that in the long run it's going to be one of the best things you do for your company.

    Over time, it happens to us that we forget what we wrote a year ago. The content, if reviewed, can still be useful. But when you have already generated many publications, you may not remember which one was one of your best posts.

    For this reason, we recommend that you not only index the title of the publication, but also the keyword and subject, as well as the evolution of that content based on the purpose that you marked. There's work here as well, but it will pay off.

    2. Content mapping will save you.

    Once you know the content you have and you know the content you are going to create it is time to do a mapping. Content mapping is the creation of content campaigns and involves categorizing the selected keywords. This will help you create content for your target audience based on where they are in their buying cycle.

    Essentially, it is about deciding the campaigns to be carried out according to your potential customer and defining the keywords that will go in each one of the states of their buying cycle. It is a commitment that means to:

    • Decide which are the most important campaigns with which you want to work.
    • Define the number of total publications to be made per campaign.
    • Categorize the keywords selected in each of the stages of each campaign.

    3. Create a calendar. Foresee it.

    Planning in advance avoids last minute problems. When we already have our list of keywords we can distribute them in our calendar of publications, according to the periodicity that best suits our business. This ensures proper circulation of constant content. Something, which certainly gives us security.

    Also think that the content can be recycled and you can share something that you had done previously. Always keep in mind important dates for your company, as well as the dates that also matter to your target audience.


    Today you could start writing.
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