Substitute constant content creation for these 4 things

Substitute constant content creation for these 4 things

Look, I'm a content creator by career and choice. So I need to constantly create new content for myself and my clients. When I say "need" I mean it's a physical pull to create that I feel, not a requirement the universe has imposed on me.

So before you read on, are you a content creator or is content creation your side hustle to promote your mainstream hustle?

If you're the former, yes you probably do need to be creating new content every day. It should be second nature to you to the point that it's not a chore.

However, if you need to create content to market your main job, you have options:

  • Lean into the everything-is-content mentality
  • Contract someone else to do it for you
  • A combination of the two: outsource the parts you don't enjoy

To avoid constantly having to create new content, do these 4 things well.

Not every person in the public eye needs to constantly create new content, but it helps. Whatever your answer to the question above, I'll tell you what you do need.

1. Unique > Novel

New is novel, but novel does not always lead to sales. And let's be honest, if you're taking the time to read this, and learn how to command your own content marketing, you're interested in sales, not likes, comments, and engagement metrics.

For small business owners grappling to forge a brand, novelty can come in the form of a hot take, an unusual solution, or advice that's different to the mainstream. It doesn't have to be a new format or freshly recorded content.

Advice I give to my clients: Prioritise creating content that says something unique to you, whether it's new or a repurposed gem from your archives.

2. Consistency >frequency

I've seen this work for my own social and for clients. Consistently delivering content builds familiarity and trust with your audience, even if it's not daily updates.

Some of my clients see results after 30 days of posting but others will need to warm up their audience for 30 months. This depends more on your niche than your effectiveness. However, if you consistently share the same principles and value of content, you'll be top-of-mind when they are in the market for your service.

Advice I give to my clients: Commit to a minimum of 3 months running any strategy, and budget for 6 before you throw the toys out of the pram.

3. Quality > quantity

If you spend even half the time I do on LinkedIn, you'll agree that the pressure to churn out fresh content is immense. There is a benefit to being present wherever your audience is, more on that here. However, focusing on quality content always beats sheer quantity.

Advice I give to my clients: Make as much as you can, until quality starts to slip.

4. Relatability > seniority

When speaking publicly — at events, on social media, or in meetings — your objective is not to impress with your seniority but your relatability.

Think of the new hire that starts by listing the awards they've won or big names they've been employed by. Do they come off as likeable? Are you intrigued to know more? I can impress people by saying I've worked at 宜家 but is it impressive that I was in logistics if the job I'm going for is Marketing Director? Xactly.

Advice I give to my clients: Don't explicitly praise yourself. Let others do that for you in the comments, replies, or reshares.

Keen to outsource the parts of content creation that take precious time away from your main talent? Browse some of Write Wiser's services: Content packages

IC Clinton

Lifestyle Design Coach & Consultant II Soft Life Advocate II #SmellTheCoffee? Host II Your go-to guy for how to accomplish more by doing less.

7 个月

Some real wisdom in this post. Thank you for sharing, Nadine Heir.

Vidhi Baxi

Content Writer at Marastu?

8 个月

Nadine Heir, your analysis of content creation techniques is extremely enlightening, particularly for individuals deeply involved in the field of content creation. Your differentiation of content creators based on profession versus those utilizing content for promotional reasons provides insightful insight into the importance and strategy of content creation. I especially value your guidance on emphasizing authenticity and relatability to build real connections with the audience.

Goodness David

Engagement Specialist for Consultants - building the 'Right' audience n' starting the Right' conversations | LinkedIn, Threads & X Engagement | Community Manager | Content Repurposing | Coffee Advocate

8 个月

Love that you included the long term approach to it; 3-6 months minimum. Great article.

ZINEB L.

Yes, you can do video without losing your charisma and influence ?? Ready-to-post videos from relaxed?conversations where I pull out your brilliance | Tend to think in GIFs and Tees

8 个月

Love the bit about not impressing with seniority, but with relatability!

Neela Singh

COO - I hate what I do, but it pays for whisky. Now that I have your attention, go subscribe to my Substack/Medium.??? (See links in the featured section)

8 个月

Thank you for putting this together Nadine I love the 3 month runway you indicated . (Budget for 6) It's realistic. Most people are so impatient in this age of instant gratification. Have a wonderful Friday ??

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