fbpx

Everyone needs to get their business in front of more people to grow. You can either pay for it or you have to earn it through organic strategies.

Content is no longer king - PUBLISHING is KING!

I know - you need content so you can publish, but if you just create content, the next step is to push it out to the market, to multiply that content you just produced.

If you were about to sit at your keyboard to produce some content, what would you do?

What is the best thing you could create?

What is the home run topic you could write or create a video about?

The truth is that I have no idea and you most likely won't know the 100% answer for this either. You will have insights but you will never know for certain what will resonate or how good you can write.

So how you do you find the right topic to create content around?

You can do keyword research using different free tools on the internet to see how popular certain topics are. You could use Google Trends to see if something is hot or not in different parts of the world. 

You can use aggregation services like BuzzSumo to show you what content is popular (based on engagement) or Answer the Public to get an endless supply of ideas.

Once you have a list of ideas, start producing content.
Then post that content and the audience will give you a clear indication if you hit the spot or not.

Testing is the answer

Don't over analyse or overthink it - just do it then look at your results to determine future adjustments.

Don't bet on one piece. Picture the internet more like a digital newspaper.

A newspaper doesn't produce one article. It offers many different choices which appeal to different people, as they want to appeal to a very broad market.

We offer digital coaching and support services. I can get ideas for producing content based on the obstacles I continually see my clients facing as I have a genuine desire to really help them out.

I could write about lead generation, funnel creation, story telling, Facebook ad strategies, ad copywriting, the use of images in ads, custom audiences, marketing strategy, mindset techniques...and the list goes on.

I could produce multiple pieces of content on varying topics to see what gets the most engagement. Then I can expand on this topic further and potentially turn my posts into ads if they carry a lot of social engagement.

You just don't know until you put something out there.

The hardest thing is staying consistent and to keep building each day on top of the next.

Set low expectations out the gate as you will have the lowest following right now, and by producing quality content consistently, you will continue build your following and which WILL  open doors and create opportunities. 

We see this happen all the time.

When we have our foot down on the publishing pedal, we see a tonne more engagement.

We have let things slip in the past and everything dies off, so we are 100% certain on the direct positive correlation that publishing has on the growth of this business. 

It is better to post once every 3 days than posting 3 times in 2 days and then producing nothing for another week or two.

Content should not be viewed as just one thing in isolation - it is part of a much larger ecosystem. For example, Facebook loves consistency as it keeps people on the platform. They will reward you in many different ways if you are doing this and getting great engagement.

Facebook have an 'all seeing eye' and know everything. They have an invisible score board watching your every move. 

You may find that you organic posts start getting huge exposure, you may start appearing in the recommended section, you might get some SEO love in the Facebook search results.

When it comes to running ads you might experience much lower costs, more reach, less manual reviews, and decrease the chances of your losing any accounts (it happens a lot).

This is not an easy process 

It takes a lot of time and effort to create quality content, write articles. create videos, chop up long content in multiple pieces, write posts, create memes, and create attention getting images. 

Use the medium that is easiest for you and has the lowest barrier. If you love interviewing and talking, podcasts & videos would be great for you. 

If you don't have any video creation and editing skills, then create text articles or find a piece of software that makes it easy to create a slideshow presentation (using images with music and text overlay). 

There are plenty of apps to do this on your phone also.

Content production and publishing are highly valued skills that you need to have or be able to access to grow your business.

When you are more visible you are going to eventually have haters, nasty vile people that hide behind their screens and use fake accounts. You can't take it personally and you can't appeal to everyone.

Friends or family may wonder what you are up to but you have to get over it.

You should not become a slave to the dopamine addiction that is offered from social media. Use it has a business tool - for publishing, building valuable assets, and growing your business.

Have a clear purpose and don't fall down the rabbit hole.

Be the controller and not the controlled!

- END OF WARNING -

I always write my content on a Google doc or on Evernote as there are no distractions, then post it on different platforms.

Job done...until the next day!

You can schedule posts in advance on Facebook (look for Publisher Tools) which is handy if you want to do this at set times every week.

Producing content and getting feedback is invaluable. It will give you so much clarity around what people want, problems they face, knowledge about potential solutions you want to offer, build connections and position you as an authority.

Remember, this is a journey.

Just like if you wanted to lose weight - you could not gauge the effectiveness of a workout or nutrition program if you did it for one day. 

Give it time, look at the results, adjust...and writing content is like building a muscle! 

Get started and stay consistent!

If you need help to get clarity around your advertising strategy, we can help create a step by step plan that is right for your business.


Book in a free 20 minute brainstorming session to give you the clarity you’re looking for.

About the Author Clint Gray

Clint has over 15 years of digital experience. He's passionate about digital marketing and on a continual quest, searching for the best tactics and strategies, to help businesses find clarity and direction to grow their businesses.