At this point, you get it: content is integral to your marketing efforts. You probably understand that it builds a foundation on which you can build your business because it gives you credibility and authority.
But to what ends are you creating this content?
At one point or another you’re going to hit a wall with content creation and wonder what this is all for. If you don’t know the answer to why you’re creating content, your passion and thoughts and ideas are going to dry up and fade away.
The reason behind your content creation should lie much deeper than to simply check off a box on a list of things to market your business well.
Your content is an extension of yourself— the written and spoken pieces of yourself that will stand out amongst the noise of all the other content out there.
So what do you want said?
If your voice isn’t heard, it doesn’t exist
It’s harsh but it’s true. There are plenty of voices out there and most of them are just adding noise. We can all agree that to at least be recognized, our voices need to be heard.
The culture, the value, the methodologies, and the things that go on behind the scenes in business are the things that really matter. If these things only exist inside your head, that’s fine and dandy, but if nobody knows about it, it doesn’t exist.
So you have to create content for the sake of being heard, for being seen, and for adding something of value to this world. Documentation is not a checkbox, it’s a means to creating something bigger than yourself.
That being said, if that “something bigger than yourself” isn’t seen or heard, it cannot actually be bigger than yourself.
Video is the best way to communicate your voice
The best way to get your voice out there and heard is through video. Period.
You may think this whole video marketing thing only applies to people who are extroverted and outgoing, but that’s not true.
There’s personality inside of everybody. You don’t have to be an off-the-wall, energetic person just to justify doing video. It’s okay to be yourself on video everyday.
Every single platform out there is tailoring to video. So if you’re going to create content that resonates, then you have to be on the cusp of what’s actually happening. Communication is never going away and it is always evolving.
This means your brand will forever have to learn how to communicate effectively. And in this modern day, that means being on video.
Consistency is the means to an end
Consistency is a marketing strategy. Just doing it once or twice isn’t going to work.
And it’s not just about staying consistent, it’s about retaining attention. Sure, your consistent videos may draw new attention, but are they retaining that attention?
That consistency is merely a strategy for building something bigger. There’s no guarantee you will retain attention just because you show up regularly.
You have to create that reason for people to show up.
Give your audience a reason to keep coming back
You have to strategize how you’ll retain attention. Don’t be that brand that fades out over time.
If you look at what’s going on inside your content strategy right now, is it driving people that show up multiple times a week? And if there are people who do show up multiple times a week, how many more can you get to do the same?
Your strategy for retaining attention is simple: develop authentic relationships with people using your content.
Give yourself a reason to keep creating content
If you want to be an ever-flowing source for content, you have to know why you’re creating it in the first place.
So is your content good enough to cut through the noise?
At the end of the day, you’re not just creating content to knock out your agenda or your client’s agenda. Where’s the greater meaning in that? We’re in business to tell our stories because these stories are worth being told.
So what are you really doing? If you’re just here to own a business, that’s all your content will communicate. Document what you want remembered.
Following through with your content
Are you inspired to create your content? Maybe so. Will you be just as inspired a week from now? A month? A year? Maybe not.
When you get all wrapped up in your to do list and your emotions, you exhaust yourself. You lose sight of what really matters.
So ask yourself: why are you creating content? Are you doing it because that’s what you’re “supposed” to do? Or are you creating it because you truly want to resonate with your audience?
Think about it. It’s not something you’re going to figure out after one day. It’s a continual process you work on everyday.
And as you figure out what you’re leaving behind, continue to document. Don’t just document the good stuff, document the bad stuff too. The best content is formed from storytelling.
So keep on documenting for the sake of something greater, and you will produce amazing content.