We always hear about the importance of content marketing. But if you are anything like me, I struggle to come up with new ideas for content. During these times — when I’m stuck in my head — I try to just write from the heart. The only problem is that writing from the heart doesn’t always convert.

Content marketing is both an art and a science. We must add value, but also be cognizant of SEO, optimized headlines, our personas and their customer journeys.