Content Creation is a Waste of Time


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So much focus is given to content marketing these days, that many businesses are crumbling under the pressure of creating more and more content in an effort to get noticed and build awareness. Don’t get me wrong, I wholeheartedly believe in content creation, however without content promotion, it’s a little pointless.

With the shift in buyer behaviour nowadays it’s clear that businesses need to be on the front foot in educating buyers, and sharing a compelling value proposition. It’s more important that this education actually gets in front of those potential buyers. Understanding who your buyers are, and being active in the channels where they consume their information is vital.

Rather than get overwhelmed by the volume of information that needs to sustain the various channels, adapt and repurpose content for each channel. For example, if you have an eBook, create 2 or 3 blogs about specific points in the eBook, and then post comments or questions related to that same content on social media. Thinking more broadly about how you will use your content before you develop it is a good practice to get into.

Invest time in building your online communities, and establish relationships with key influencers who can help give your content more reach and credibility. This may take some time, but it will pay dividends for your content exposure.

As always, quality is better than quantity. Whatever your quantity, promote it actively, through all relevant channels, and to all potential influences.

 

How do you split your time and resources between content creation and content promotion? Write and let me know.

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