Making Content Work for You – the Short Version

In every blog series, I always create a short version, so if you’re in a hurry or need a refresher, you can just come here and get the highlights. Let’s dive in.

Content is not one big amorphous blob

Content is anything which adds value to the audience, and as a result there are a number of different types of content.

Written content is non-intrusive and portable but takes a fair amount of time to develop and can’t be accessed on the fly.

Visuals, such as photos, drawings, or infographics, can tell a story instantly and easily enhance written content. On the downside, finding the right image can be a challenge, and visuals rarely stand alone.

Audio content, such as podcasts, are great for the traveller and allows your real voice to shine through, but it can be expensive and difficult to start producing audio content, especially if you’re new to it.

Video content is extremely popular and also allows you to showcase your real self to your audience, but doing so can be a bit of a double-edged sword. Like audio, it can require some investment and technical know-how to get started.

Finally, face-to-face interaction in the form of networking, presentations or meetings are a great way to get to know your clients and have a two-way interaction so you can help them best. However, this can also be more nerve-wracking and take more time to set up.

Break down the barriers to content production

Once you know about the types of content you want to produce, it’s time to focus on breaking down the barriers that get in your way of content.

For a start, you need to find out what you have to offer. You definitely have some value to give to your audience; let your skill-set be your source of content. Remember, you’re in business because you have value to offer; let your content show that.

Time is a common blocker to content; make sure to get help when you need it and to value your own time. Always keep in mind that your time has value; don’t undersell that.

Perfectionism can also get in your way, but remember that perfection isn’t necessary. Try to keep your level of perfectionism proportional to the content’s lifespan.

Finally, keep your personal preferences in mind: if the idea of livestreaming terrifies you, don’t start with it. Experiment with a range of content by all means, but build your confidence slowly by starting with formats that you’re already comfortable with.

Plan first

Next, you should start planning your content. Always consider your target audience and what value you can bring them. Know who you’re writing for and don’t be afraid to ask potential audiences what they’d like to see. Set themes that you can base your content around for a certain time period, then divide it up into different key ideas for smaller chunks of content within that series. Outline everything in advance but be realistic about how much you can do.

I make sure to follow all my own advice: producing blogs, livestreams and more for my business. By linking content in various formats, basing all my content in a series (like this one) around a set topic, and making good use of my time, I’m able to maintain a consistent stream of content that keeps me happy and my audience engaged.

And if you’d like more help with your own content, check out our short course Demystifying Content.