In my coaching of companies in blogging and social, I often discover that the initial enthusiasm dissipates fairly quickly. When I make a follow-up call I will hear that it's become impossible to come up with anything new to write, and the thought of engaging with strangers in Google+ and Twitter sends their mind scrambling to recall some task they've forgotten to carry out.
The creative mind is like a muscle. The first few weeks after taking up running or a workout routine at the gym, you are likely to have a challenging time. Your body is sore and stiff, and your mind will be searching for an excuse to get out of the next training session. But, if you can just push through the initial discomfort, once you've conditioned your body's muscles and developed the habit of regular exercise, you are likely to actually look forward to your workouts. When the results are there it becomes easier. Sticking to a routine definitely helps, in fitness and marketing.
When you train your mind to address the needs of your readers, you'll soon find yourself excitedly ‘clipping' source materials for your next post. Using a browser plugin (like PDFit in Firefox) to create PDFs of useful pages, saving them in folders by category, will have you ready to write on schedule. Embrace the writing and interaction and research will become part of everything you do. Giving the source materials a quick read each day conditions your mind in much the same way as reading a fitness magazine inspires someone committed to improving their conditioning.
For myself, I like to pull out source materials before going to bed. It's like checking over your gym bag and filling the water bottle before calling it a night. In the morning, I'll usually print out the selected articles and posts, grab my iPad (with Zagg Keys) and head out to Starbucks to write. It's become routine and I can usually knock out a post in about 45 minutes, just in time to let everyone that's showing up in the offices know about my new post in Google+, Facebook, Twitter and Pinterest.