How Gini Dietrich Overcomes Content Marketing Challenges

In this content marketing series, I am interviewing some of the most amazing bloggers and content creators, and digging into their preferences and processes so that we can all learn from their example.

Today’s interview is with a terrific writer whom I’ve known and followed for years, Gini Dietrich. Gini’s blog & educational content through SpinSucks is easily one of the most authoritative in the content marketing industry.

Gini is thoughtful and witty, and I can’t wait to share her insights with you, so let’s dive in.

“You have to just do it and be OK that the first few times will be a disaster, but that’s the only way to get better.”

Gini Dietrich

What’s your poison? Blog or Video or Podcast? Why?

Blog — I’m a natural writer and I’ve honed that skill since 2006. I have an English degree with a creative writing bent (and a minor in statistics, I might add!) so writing makes a lot of sense for me. I’ve written two books and probably have a third in me. Video and podcasting, while I also do both of those things, are a lot more challenging. They’re harder to edit once published, but the written word can be published for eternity.

What has been your most successful piece of content marketing, and why? (Include link please!)

According to Google Analytics, it’s our blog post on the PESO Model, which has also afforded us lots of revenue opportunities. https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

How do you streamline your content creation process for efficiency and excellence?

Andy Crestodina is one of my dearest friends and pre-pandemic, I would sit in his office and look at all of his spreadsheets and charts on how he creates content. I still marvel at his efficiencies and excellence. For me, though, it’s more a matter of sitting down and writing either what’s top-of-mind because of what’s happening in the industry or because it lends to a larger piece of content we’re creating for lead generation. I’d love to say it’s super strategic but most often I just start typing and publish what comes out.

Where do you get your ideas for content marketing?

Everywhere! I was riding the Peloton the other day and the instructor said something that made me think, “Oh, that would be a great blog post!”

RELATED: Track & Generate Ideas with the Ultimate Blog Planner

How do you, how do we put it… make money off this stuff?

It depends — some of it can be attributed to lead generation and revenue while some of it is about brand awareness or testing what works—and what doesn’t. I will say that because of our consistency, we are always generating new leads from brands we’d otherwise never get in front of.

What would you say has been a defining moment in your career as a content creator?

When I wrote the book Spin Sucks, I wrote about the process we use internally at my agency. At the time, it didn’t have a name. Today, it’s known as the PESO Model, which the industry uses almost exclusively. And, because we own the copyright and trademark on it, it has afforded us the ability to offer a certification with Syracuse University and we are the first place brands go for training of their internal teams on the process.

When it comes to content creation over the next year, what are your plans and intentions?

More? LOL! I will say this…last year was rough. On all of us. And my creativity went out the window. But when I realized we were in it for the long haul, I decided I needed to figure out how to get mine back. It was tough at first, but I just started to write again (I spent most of last year repurposing content) and am happy to say those tiny steps helped a ton. I’m not as hard on myself as I was and we don’t publish as much content as we once did, but I’m enjoying the process again.

Follow-up Question From Mike: Were you 100% focused on business writing or did you consider other writing outlets? Were there any other techniques or exercises you used to help your creativity and motivation?

I was 100% focused on business writing (still am) because it was the writing that HAD to get done and I still don’t have the creative juices to do anything personally. One thing I’ve started doing, that I’ve never done before, is I force myself to figure out a topic four days in advance of writing a blog post. So, for instance, for my blog post that will be published next Thursday, I will figure out my topic and outline the content on Tuesday (normally it’d be Monday, but I’m not a glutton for punishment). Then I’ll spend Wednesday filling in the holes. That’s made it LOTS easier.

Gone are the days of waking up at 5 a.m., pounding out a blog post, and publishing it by 6:30 a.m. I just don’t have the brain power to do that these days.

Who is your favorite content creator and why?

I REFUSE TO ANSWER THIS! You probably ask your mom who her favorite child is and expect it to be you. This is just wrong. Just wrong.

What’s the one takeaway you want to impart on someone who, let’s say, is a blogging or content marketing n00b. :)

In the words of Nike…just do it. Seriously. You can procrastinate and overanalyze to death. You have to just do it and be OK that the first few times will be a disaster, but that’s the only way to get better.

You can read and subscribe to more of Gini’s fantastic content at SpinSucks, and be sure to follow her on Twitter!