Raise your hand if you’ve ever felt like content creation was a waste of time? I mean, you know you have to do it, you know everyone else is creating content, so you probably need to too, but do you really know WHY you’re creating it.
I know how frustrating it can be to spend hours writing a blog post, creating a graphic, formatting it in WordPress, maybe sharing about it on a social media platform or two, to get very little engagement (if any) before you trudge on creating next week’s post.
STOP. This is not the way to run a successful content strategy that helps you grow your business and leads to sales.
You see, there are a lot of big names in our industry who talk about the importance of consistent content to connect with your audience. But most of these big names are YEARS into their businesses and already have tens of thousands of engaged followers (not to mention a team helping them create all that content each week).
There’s a critical piece missing from the conversation around consistent content creation and that’s PROMOTION. Many content creators make it sound like creating consistent content makes for an “If you build it, they will come” type of situation, but that’s just not the case.
Most business owners spend 80% of their energy on creating content, and only 20% of their energy on promoting it. Successful solopreneurs and creative business owners do the exact opposite!
Read that again.
Most business owners spend 80% of their energy creating content and only 20% of their energy promoting it, while successful solopreneurs and creative business owners spend 20% of there energy creating content and 80% promoting it!
Now, I can already hear the objections:
“Won’t my content quality suffer if I spend less time creating it?”
“I don’t want to annoy my audience by talking about my content all the time.”
“Content creation already takes so much time, when am I supposed to find time to promote it?!”
If I’m striking a nerve, I’ve got some unconventional advice for you, that I’d love for you to experiment with and see how it feels. If you’re creating a new blog post every week, I’d encourage you to cut that back to twice a month. If you’re putting out content twice a month, cut back to once a month. Focus on creating one piece of high-quality, strategic content that’s priming your audience to work with you. Then use the time you would have spent creating a second post and use it to promote the $#!% out of that one post. Post it in your Instagram feed and stories at least once or twice. Create a pin (or 3) on Pinterest. Share it with your email list. Post it on your Facebook page and in the promo threads of the 1,400 Facebook Groups you’re in. You could even run some ads to the post to get it in front of brand new audiences if you want.
After you do this long enough, you’ll create a nice little stockpile of high-quality content pieces that you can reuse over and over again, and eventually, you’ll be able to put out content more regularly, without spending any extra time on it.
Want more tips to help you create a content strategy that leads to sales without sucking up all of your time?
I’m hosting a free live training where I’ll be sharing the 3 Secrets to Content that Converts in 2019. All you need to do is enter your information below to be added to the list!