Navigate any part of this website and you’ll see that I want to help businesses to navigate content marketing and community management in a purposeful, powerful and profitable way. It’s the purposeful part of that statement I want to focus on today as I see countless pieces of content created without intention.
Time, energy and even money poured into something that without two things – 1) someone in mind and 2) an objective – won’t do much for a business.
My clients want to take this seriously and know the difference between creating for passion and creating for passion + purpose. The latter is where the money, clients and opportunities come into it. If that’s you too, then I want to encourage you to come back to the why behind it all.
What do you want to get out of the post being published? Or that email being sent? That webinar you’re hosting?
Everything you put out for your business should serve you (even if ultimately the result is it doesn’t, the aim needs to be behind it). It should have a core purpose helping you to get one step closer to where you want to be and your audience one step closer to where they want to be too.
Are you posting to please an algorithm? Or to add an information/inspiration touch point with your ideal clients?
Are you doing a live stream because everyone else is? Or using it as an opportunity to add value and validate your ideas too?
We could brainstorm content ideas for hours but failing to have an objective behind each one leads to a lack of consistency, visibility and engagement – three things I’m super passionate about helping you to have more of.
So that piece you’re about to publish, ask yourself “what is this doing for me, my business and my audience?” before you hit the button. It’s the difference between content that connects and content that crumbles.