Editor's note: The marriage of technology and communication has been a boon to savvy entrepreneurs, but it's also a huge challenge for those who aren't sure how to navigate social networks. To help, Dallas-based entrepreneur and tech expert Shama Kabani is answering your questions. Email her at shama@marketingzen.com, or check out more of her advice at her online marketing company or on video.

Dear Shama,

I may not be very Web savvy, but one thing I’ve learned is that content seems to matter. And, from what you say, it matters in all shapes and sizes (videos, audio, blog posts, etc.). It strikes me as the cornerstone of all online marketing. Here is the million-dollar question: Where do you get the ideas? How can you constantly create content that works? What’s the secret sauce?

—Kip E., Asheville, North Carolina

Dear Kip,

Excellent observation! Indeed, solid content is the cornerstone of all Web marketing because valuable information is, well, valuable. People may complain about information overload (and rightly so), but it doesn’t stop us from seeking out what we are looking for. What’s important is the right information at the right time. Creating that information, or content, becomes important. But, as someone who has been creating content for the Web for a very long time, I understand that it can be challenging to keep churning out ideas. I have three recommendations.

First, preparation is key. The best bloggers and writers out there will tell you that what seems like “spontaneous good writing” is often the work of much planning, rewriting, and editing. I highly recommend creating an editorial calendar. One of the first things we do when we work with a client is to create a full-scale calendar with content ideas. Brainstorming ideas and tying them into relevant holidays or themes becomes much easier to do when done well in advance.

Two, there is no substitute for practice. Like all muscles, the more you engage the creativity muscle, the stronger it gets. I call this the “content muscle.” The more you create, the more you strengthen your own ability to be creative in an ongoing way. Make it a habit to write daily, or weekly if daily seems too much of a stretch. The idea is to create consistently. I’ll also add that often our own bar for “good content” is set higher than it needs to be. I’ve written posts before that I felt would really resonate with people, but they ended up having a short shelf life. On the other hand, I’ve written posts which I thought were useful, but could have never predicted the overwhelmingly positive response.

Third, look to C&D—customers and data. Chances are that your customers have ongoing questions and needs. Be the go-to resource for their questions. The best content will be what your clients find to be useful information. You aren’t catering to the general audience, but to your specific audience. Be sure to ask them what they’d like to know. Also, look at search-engine data. Keyword research can show you the exact phrases your audience is searching for online. That, in turn, can provide a huge arsenal of go-to themes and ideas.

Best of luck with your content creation!

—Shama

Read more advice on marketing and social media by checking out the complete Ask Shama archive.