How many times have you heard those words escape your lips as you stared into the abyss of an blank notepad or computer screen? Whether you've just taken up the art (and business) of blogging or you're struggling with your thousandth post, this exclamation may ring all too familiar.
It's not unlike the common actor's nightmare: You're summoned to play a role you know like the back of your hand, only to realize at the last minute that they've switched you to a different role, or that you had the wrong play in mind altogether. All you can do is stand there and make something up -- or run away. That may be how you feel right now. You know you need to blog regularly as a means of refreshing your online content and maintaining your target market's attention. But where in the world do you start?
Ideation, or the generation of ideas, can be a major stumbling block to all kinds of creative activity. Many artistic types respond by shutting down entirely and waiting until some invisible hand turns on the idea spigot again. (Hopefully these folks have day jobs or trust funds to carry them through their draught.) The rest of us simply push forward as best we can, relying on every memory, anecdote, thought or stimulus that might hold some promise. It's tempting for many novice writers to imagine some wellspring of ideas that fuel the great practitioners. Harlan Ellison got so tired of having people ask him, "Where do you get your ideas?" that he began telling them that there was an idea factory in Schenectady that sent him a monthly package of them. (It says something about the desperation of these individuals that many of them believed him.)
Ideas almost never drop in out of nowhere; they have to be squeezed into existence, sometimes by brute force. Start by going through any resources that have saved your creative bacon in the past. Do you have a favorite book of quotes, for instance, or a particular art form or hobby that always seems to inspire you? Have current events made a notable impact on your industry or your readers? Do your business interactions produce interesting anecdotes or case histories for you to share your audience?
Another trick when you feel stuck in a rut is to change up the way you blog. If you tend to post serious pieces, for example, try a humorous one to break up the mood. If you've never involved a second person in your blog creation, try interviewing a colleague or peer. If you never create lists, create a list. If you always write in lists, write in paragraphs instead.
Last but not least, remember that two heads are better than one. Ask your readers what they would like to see in future posts, or ask your business team for a quick bull session. and if all else fails, bring in a total outsider such as a freelance copywriter to dream up some fresh ideas you might never have considered on your own. (Just a thought.)
The point is that there's always something to say. In fact, I just wrote an entire blog post about having nothing to say. So, no excuses -- put your idea hat on and get back to work!