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Spam is not a content strategy
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4 Tips for Writing Under Pressure

As marketers and content creators, we’re under pressure. It’s our job to dream up that next awesome campaign or turn a client’s musings into a profound message—as if a stream of clever copy rolls continuously through our minds. But in reality, generating ace ideas for each new project is hard work—and some days, it’s just not happening. We’re human, after all, and no matter how easy Don Draper makes it look, brilliance doesn’t always strike when needed. So how do you avoid panic when you’re out of inspiration? Here are a few tools I use at Bethel when I need to get the job done but can’t seem to cook up something fresh. Strategy When I’m stuck, I head back to the original strategy. Who’s my audience? What are their needs, goals, and priorities? Why should they care about this? By articulating who I’m writing for and why, I can often reenter the project with a new perspective that’s grounded in the basics of what my writing should accomplish. Brand After defining my audience and what I need to say, I can then worry about how to say it. But if you have a good brand, this should be less of a chore. A good brand sets the voice and personality for your writing. And a good branding guide helps you to get lost in your university’s culture—the language, life, and energy that’s unique to your campus—and infuse that culture into your words. Your brand should also provide a solid vision for who you are and where you’re headed. It defines the characteristics that make your university stand apart, helping you tell a story that’s consistent and true. Heart In my struggle to craft the right message, I sometimes getting sucked into marketing speak and away from authenticity. To get back to genuine conversation, I write down what I know and believe about Bethel. And when I write what I know, it tends to come from the heart. I know that sounds trite. But, for me, creative energy—and authenticity—begins to flow when I answer these questions: Why do I work here? What keeps me coming back each day? What do I love about this place? Clarity When cycles are slammed or I’m hustling to wrap up a chaotic week, I don’t have the luxury of deliberating over just the right phrase. Instead, all I have time to focus on is delivering a clear message. If I make clarity my priority, I can at least ensure my message is understood, even if it doesn’t tug at the emotions. In your work as a content creator or marketer, may you find a bit of peace amidst the stress knowing that you’re not alone. The pressure to come up with great ideas is draining—and you won’t be at your best every day. So when you’re feeling the weight, get back to your strategy, focus on your brand, and write something clear from the heart. It might not win you any awards, but it will help you do more than just get the job done.
Kelsey Lundberg
Content
2/18/2013

Student Affairs Live Featuring Ellen Heffernan (Part 2!)

Higher Ed Live
Content
2/18/2013

Photography at Syracuse University

This semester I’ve been doing a bit of learning outside of the program. This includes auditing a class in photography/videography with Professor Seth Gitner. Last semester I worked as a multimedia storytelling research assistant and this semester I
Geoff Campbell
Content
2/18/2013

PRSA CHE (Higher Ed PR) Senior Summit

Every year, the Counselors to Higher Education (CHE) section of the Public Relations Society of America (PRSA) holds a Senior Summit where practitioners can learn hear from experienced executives on best practices and learn from one another what they can d
Geoff Campbell
Content
2/18/2013

Live in the Moment or Plan?

“My ideas sometimes get the better of me. Before I clearly explain one, another comes to mind and seizes my attention….” - Ellen Langer I had to read Ellen Langer’s book Mindfulness my first semester in my applied communication studies gra
Ron Bronson
Content
2/18/2013

Books that matter: Bob Brock on ‘Selling the Invisible’

For the second installment of a series of “books that matter” book reviews by colleagues in higher education, I’ve asked Bob Brock (@bobbrock21) of Educational Marketing Group (@EMGonline) to review his pick for the best marketing book ev
Andrew Careaga
Content
2/15/2013

Friday Five: ROI on the rise

The interactive College Scorecard gives students and families five key pieces of data about a college: costs, graduation rate, loan default rate, average amount borrowed, and employment. (Source: http://www.ed.gov/blog/) President Obama’s announcemen
Andrew Careaga
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