Sometimes you will be bursting with them, and sometimes you can’t seem to get even one word typed out on the page. So how can you put yourself in a position to keep generating content during a writer’s block, and keep that content compelling? In this webinar, Overit Content Strategist Brianna Snyder and Digital & Editorial Consultant Heather Graham will show you strategies to generate compelling content, even when it seems like the well has run dry. You’ll learn how to: Strategically find ways out of creative blocks. Better use analytics to drive your content to speak more directly to your target audience. Re-purpose old content via new mediums. Optimizing your content to better suit user intent.

1. WHEN THE CONTENT
WELL RUNS DRY

2. Overit
Who We Are
Brianna Snyder
Senior Content Strategist
Overit
Heather Graham
Digital & Editorial Consultant

3. So You’re Out Of Ideas

4. Overit
Do the easy things first.
◎ What are your competitors doing?

5. Overit
Do the easy things first.
◎ What are your competitors doing?
◎ Look again at keywords. They tell you exactly what
people want to know and they change over time.

6. Overit
Do the easy things first.
◎ What are your competitors doing?
◎ Look again at keywords. They tell you exactly what
people want to know and they change over time.
◎ Go through your existing content. Prune and refresh!

7. Overit
Do the easy things first.
◎ What are your competitors doing?
◎ Look again at keywords. They tell you exactly what
people want to know and they change over time.
◎ Go through your existing content. Prune and refresh!
◎ Watch TV.

8. Now Do The Hard Stuff

9. Overit
Load up on caffeine and/or amphetamines.
◎ Go over your market research and refresh your
personas

10. Overit
Load up on caffeine and/or amphetamines.
◎ Go over your market research and refresh your
personas
◎ Deploy “radical empathy.” Roleplay. BE THE PERSONA.
Interview your personas. Really get to know them.

11. Overit
Load up on caffeine and/or amphetamines.
◎ Go over your market research and refresh your
personas
◎ Deploy “radical empathy.” Roleplay. BE THE PERSONA.
Interview your personas. Really get to know them.
◎ Convert old content to a new medium

12. Overit
Load up on caffeine and/or amphetamines.
◎ Go over your market research and refresh your
personas
◎ Deploy “radical empathy.” Roleplay. BE THE PERSONA.
Interview your personas. Really get to know them.
◎ Convert old content to a new medium
◎ Find the questions you’re scared of and avoiding.
Answer them.

13. The Mediums and
the Messages

14. Overit
You’re gonna wanna write this down
◎ Quiz
◎ Explainer
◎ Case study
◎ Contrarian
◎ How-to
◎ How NOT to
◎ First person (personal stories)
◎ Comparison
◎ Q&A
◎ Data (surveys, stats)
◎ Man on the street
◎ BuzzFeed goofy
◎ Insider secrets
◎ Literary (haiku, poetry, comic
book)

15. Overit
Other writing/content creation prompts
◎ What's commonplace to you that might be interesting to
others?
◎ What events outside your industry or in the larger world
might serve as inspiration?
◎ Get out of the office: trade shows, clients, and partners all
offer content opportunities.
◎ Draw offbeat analogies from your own life or interests.
◎ Write for your audience’s audience: What do the people
your audience is talking to want to know?
◎ Film yourself interacting with your product and explaining
its every function
source: “Everybody Writes,” Ann Handley

16. TURN 5 DON’TS INTO
A CONTENT STRATEGY

17. Overit
Stop doing these five things
◎ Don’t ignore your audience

18. Overit
Stop doing these five things
◎ Don’t ignore your audience
◎ Don’t reinvent the wheel

19. Overit
Stop doing these five things
◎ Don’t ignore your audience
◎ Don’t reinvent the wheel
◎ Don’t overlook new mediums

20. Overit
Stop doing these five things
◎ Don’t ignore your audience
◎ Don’t reinvent the wheel
◎ Don’t overlook new mediums
◎ Don’t be a wallflower

21. Overit
Stop doing these five things
◎ Don’t ignore your audience
◎ Don’t reinvent the wheel
◎ Don’t overlook new mediums
◎ Don’t be a wallflower
◎ Don’t forget Google

22. Overit
Don’t ignore your audience
◎ Listen to what they want

23. Overit
Don’t ignore your audience
◎ Listen to what they want
◎ Use analytics

24. Overit
Don’t ignore your audience
◎ Listen to what they want
◎ Use analytics
◎ Find out where they are

25. Overit
Don’t ignore your audience
◎ Listen to what they want
◎ Use analytics
◎ Find out where they are
◎ Be a part of the conversation

26. Overit
Don’t ignore your audience
◎ Listen to what they want
◎ Use analytics
◎ Find out where they are
◎ Be a part of the conversation
◎ Source what’s relevant to them

27. Overit
Don’t reinvent the wheel
◎ Look for what can be repurposed

28. Overit
Don’t reinvent the wheel
◎ Look for what can be repurposed
◎ Update it — don’t create a new piece of content

29. Overit
Don’t reinvent the wheel
◎ Look for what can be repurposed
◎ Update it — don’t create a new piece of content
◎ Consider a new format

30. Overit
Don’t reinvent the wheel
◎ Look for what can be repurposed
◎ Update it — don’t create a new piece of content
◎ Consider a new format
◎ Use trends to your advantage

31. Overit
Don’t overlook new mediums
◎ Blogs or articles
◎ Infographics
◎ Slideshows
◎ Videos
◎ Newsletters
◎ Podcasts
◎ Serialized content
Consider other formats for content:

32. Overit
Don’t be a wallflower
Write great headlines
◎ Be enticing

33. Overit
Don’t be a wallflower
Write great headlines
◎ Be enticing
◎ Tell readers what the content is about with zero context

34. Overit
Don’t be a wallflower
Write great headlines
◎ Be enticing
◎ Tell readers what the content is about with zero context
◎ Make sure you have great headlines for social too

35. Overit
Don’t be a wallflower
Write great headlines
◎ Be enticing
◎ Tell readers what the content is about with zero context
◎ Make sure you have great headlines for social too
Use a strong subject line
◎ Newsletter subject lines should be just as strong as
headlines but shorter

36. Overit
Don’t be a wallflower
Write great headlines
◎ Be enticing
◎ Tell readers what the content is about with zero context
◎ Make sure you have great headlines for social too
Use strong subject lines
◎ Newsletter subject lines should be just as strong as
headlines but shorter
Alway add an image
◎ Add an image to every piece of content you can

37. Overit
Don’t forget Google
◎ Keywords

38. Overit
Don’t forget Google
◎ Keywords
◎ Content

39. Overit
Don’t forget Google
◎ Keywords
◎ Content
◎ SEO titles

40. Overit
Don’t forget Google
◎ Keywords
◎ Content
◎ SEO titles
◎ URLs

41. Overit
Don’t forget Google
◎ Keywords
◎ Content
◎ SEO titles
◎ URLs
◎ Image alt text

42. Overit
Don’t forget Google
◎ Keywords
◎ Content
◎ SEO titles
◎ URLs
◎ Image alt text
◎ Get help