From infomercials to pop-up ads, we have been hit with salesy messages for much of our lives. As a result, many of us have become more resistant to those tactics. Today, as people search for topics they are interested in, they want to discover a brand, not find sales materials. According to a Content Marketing Institute study, 70 percent of consumers prefer to learn about a product or service through content rather than traditional advertising.

You can give your sales pitch without thinking twice, but as for truly valuable content – what the heck are you supposed to talk about? It can be hard to feel inspired and motivated when you can’t think of anything to say. No matter your industry, don’t be tricked into thinking you have nothing to talk about. Good content ideas are all around you if you know where to look for them.

Find New Inspiration

First, take steps to create an idea bank to draw from before you get hit with the inevitable case of brain block. As you go about your normal day-to-day, keep a running list of content ideas. You know when you’re in the middle of working on one project, and out of nowhere you come up with a great idea you want to explore? What about when you work with customers and notice recurring questions or discussions? These are great places to start thinking of new content. Write these ideas down in your list and include as many details as you can think of at the time. Refer to this bank when you’re drawing a blank on content for your blog or social media account.

You could also organize a content brainstorming session with members of your team. Ideas often flow more freely with open dialogue and fresh perspectives. Your team members were hired for a reason; they’re smart and likely have new ideas you would never think of on your own.

Think Outside the Box

If you feel stuck in a rut with your usual kind of content, it may be a sign you need to think outside the box. All your content does not have to directly pertain to your exact products or services. Instead, try talking about related topics your followers will be interested in.

For example, if you’re a coffee shop, not every piece needs to be literally about coffee. Coffee shops are popular spots for students and business professionals, so you could share effective study habits or networking tips. These are topics your audience will care about and are still relevant to your business.

Learn from the Best

Do you have notable industry leaders and other companies you admire? Pay attention to their high-performing content, trending topics and overall themes that catch your eye. You don’t want to copy or repeat anything your competitors created, but you can always draw insights and use those as a starting point for your own brainstorming.

Also, consider old topics you’ve covered and think about how you could present them in a new or unexpected way. Can you come at an issue from a different angle or offer a competing opinion? Is there new information available that would warrant an update? You don’t always have to reinvent the wheel; you can take existing ideas and make them relevant again by offering a fresh take.

Current Events

It’s good to have a stock of evergreen content to be used any time of year, but if you’re running short on ideas, look to what’s currently going on in the world for inspiration. People care about breaking news and are usually very aware of the world around them. If you tie your brand to current news or cultural events, you can show your company is tuned in and conscientious of issues that matter now.

Put Yourself in Your Audience’s Shoes

Since content marketing is all about connecting with and providing value to your audience, let their interests be your guide. Do some research to find out which topics your audience talks about on social media, the kinds of content they share, or which subjects they frequently comment on. You might learn they love celebrity news, the NBA or even animal videos. Use those themes to beef up your content calendar and show your potential customers you care about the same things they do.

If you still feel you don’t have enough time to develop consistent valuable content for your company, consider working with a marketing agency. An agency can make creating content a priority while maintaining your brand voice, which will free up time for you to do the hundreds of other things on your to-do list.