Break through writer's block for social content

Raise your hand if this sounds familiar:

You set time out of your busy schedule to sit down and write a handful of social posts. As you open up a blank document on your computer, a not-so-funny thing happens…

You get locked up creatively and stare helplessly at a blinking cursor imploring you to put some words on the page. 

And you got nothing coming to mind. 

BTW - my hand is raised, too. 

While we have a wealth of experiences, anecdotes and expertise to share with those we serve, sometimes it’s difficult to flesh out those insights in a compelling, informative and inspiring story. 

One of the ways to bypass this writing block is to approach writing content from a different perspective. 

You see, most people typically have a story in their head that they want to write and share, and then, identify an image that visually punctuates the sentiment of that story. 

But, since this is not possible when your brain is blank, you can opt for Plan B:

Start your content by choosing the photo FIRST, and then reverse engineer a story based on that photo. 

How do you do that?

First, make sure the photo passes the flattery test, because if you’re not happy with it, you won’t use it. 

Then, look at the photo more critically - what is one word that describes the emotional sentiment conveyed in this photo based on your facial expression, body language and activity in which you’re engaged in front of the camera?

Once you have that one word, you now have your North Star. Look at that word and think to yourself how this emotion relates to your: 

• Expertise

• Frameworks

• Client experiences

• Personal life

The story doesn’t need to stem from all 4 of those areas, only 1 is needed, but the idea here is to give yourself options to effectively brainstorm alternatives relative to your world. 

The goal of the post is to create a teachable moment through storytelling, so once you have a solid idea, flesh out the story in your own voice the same way you do when writing sections of your speech. 

Maybe start off the post with an anecdote that illustrates the teachable moment you want to offer. Or, share a personal story that does the same thing. Or, keep the story straight-forward and focus on offering the meat of the lesson. 

The point is, once you have a photo and story idea to play with, you’ve gotten over the writer’s block, and are now in the driver’s seat to take this idea in a variety of interesting and valuable directions. 

The next time you find yourself at a loss for words to share online, start with the photo and reverse engineer the process. 

This will help you continue to be visible to those you serve, while also offering them a shot of value-driven content that they need to hear. 

What are your thoughts, takeaways and questions after reading this article? Please share in the comment section below.