April 26, 2016

The crucial ingredient required to create great content

Technology and online platforms are changing at a rate faster than most of us can keep up with. Marketing trends come and go. Each year, we predict the trends and platforms most likely to exert the biggest influence, and each year this becomes increasingly difficult.

But the one constant, the one prediction, the one marketing consideration that remains relevant year after year, is the importance of producing great content.

Somehow, with all this information so readily available, most businesses still do not produce great content. Why? Because producing great content takes a considerable investment of time or money, and even after this investment, success is not guaranteed.

For most business owners, there are two visible pathways when it comes to creating content: find the time to create your own content, or pay someone to do it for you. The trap so many business owners fall into is in thinking they can outsource 100% of their content creation.

Creating great content is the most efficient and effective way to connect with an audience, reinforce credibility, share personality, and amplify business narrative. The one indispensable ingredient required to make this happen is not a gun marketing team or a huge marketing budget; it’s you.

‘But I can’t write a blog’. ‘I’m not photogenic.’ ‘I hate being on camera’. ‘I don’t have the time’. This is a selection of go-to excuses for a business owner attempting to shirk content responsibilities.

When it comes to connecting with your audience through great content, there are countless possibilities. Don’t like writing? Film a video blog series. Don’t like being on camera? Tell your business story to a local newspaper and link to the story from your social media accounts.

If you have the luxury of hiring an internal marketing manager or partnering with a marketing agency, it’s important to understand you need to meet them halfway. Failing to do so will guarantee your content is dramatically underperforming.

At the end of the day, you need to value time over money. You are the crucial ingredient required to make great content and your input will ultimately dictate the effectiveness of your content.