Taking the scenic route to create content
Okay, we know we have to create content…a lot of content…and fast.
At least, that’s what they tell us.
Us, meaning entrepreneurs, start-up founders, creatives etc.
You have to be on social, you have to be on Youtube, Tik Tok, Instagram, LinkedIn, SnapChat, Pinterest…
…And don’t forget your own newsletter
…And your blog for SEO
“It’s like damn, I got into my passion so I could do my passion and now I have to be an expert in marketing and selling”...
I’m not gonna lie…
It’s kinda true.
The more quality content you create, the more visibility your brand will have, but how do you take on this massive behemoth of a challenge?
How do you run your coffee brand, your boutique hotel, restaurant, or jewelry brand like a media company?
So, I was thinking…
Whenever I have a long road trip ahead of me, I take the scenic route. If it’s going to be this whole thing, I might as well see some views along the way, go slow, and enjoy the process, right?
I think the same thing applies to creating the content for your business. You can’t tackle it all at once in the beginning or at any stage.
One step at a time, one platform at a time, you build your audience.
Okay, so what does this look like?
1 - Deciding the kind of relationship you want with your audience
2 - Figuring out the medium that is most fun for you to create
3 - Have some kind of value to offer that keeps them coming back
4 - Finding a cadence that you can stick with no matter how slow it is
If you want a long-term relationship with your audience and you want to be able to pivot later in business, then they really need to get to know you and your brand on a deep level.
Establish what you believe in and build a community around those beliefs.
Have a clear understanding of what medium is best for you. In our agency, we produce content and use photos and videos on Instagram to get the word out and build our community. Whatever you do, if it’s fun, you’ll keep doing it.
If you hate it, you’ll find a reason to let it go. You’ll be “too busy” or “too disorganized”. We’ve all done it, so just make it easy on yourself.
A good friend of ours, Aayaan is a writer and has a killer newsletter. That’s how he shows up for his audience and stays connected.
Whatever you decide to do, make it yours and make it fun.
Lastly, understanding what you’re giving. It’s all about generosity.
I say this because it’s not enough anymore to say how you help people and ask for money. People need to be able to trust you and they want to relate to you. So, how do you build trust?
You consistently demonstrate who you are and show up for people when they need you. Just the same as your friends.
With content, it could be through educating your audience, connecting them to other resources, entertaining them, inspiring them, or encouraging them to keep going.
There’s no shortcut to this.
When you take the scenic route to content, the ride is way more chill. It’s less noisy, there’s less traffic, and you can stay in your own lane.
Trends matter a lot less because you’re in this for the long haul. That’s why it’s our favorite route.
Comment below and share what you think about this whole content thing.
