Are you in a hurry to get somewhere? Yes. Content marketing takes time. And getting it right takes a lot of work, and by work, I mean practice, not research. You can look at demographics all day, but if you really want to get going, you’ve got to start doing, start failing, learning where to avoid the failures if you can, and keep going.
Pick Whatever Platform You Want
Have you seen Vine yet? Twitter just launched it. It lets you record six second videos. Like this:
Sweet yet healthy treat. Micro cooking show. vine.co/v/bJtLu2VYeDa
— Chris Brogan (@chrisbrogan) January 29, 2013
Can’t see the video? Click Here.
I just started using it. There’s probably a few ways it could be useful. I thought of one right away, and some of my friends are already making their own version. I promoted who was on my radio show like this:
— Chris Brogan (@chrisbrogan) January 28, 2013
Can’t see the video? Click Here.
So maybe little six second videos aren’t your thing. Maybe you prefer text? Great! Blog. And keep a great newsletter going.
A photo person? Swell! Use Instagram. Or Facebook. Or Flickr. Who cares? Pick whichever platform you want.
But How Do You Find Ideas?
You try things. You see what people are asking about. I dipped into Twitter and saw people asking about details of social media for customer service purposes. Pow. I could write a post about that. I looked on my free health and nutrition group and lots of people are asking for smoothie and juicing recipes. Maybe I’ll make a quick ebook and pop it into the Amazon store. Or I’ll have a live Hangout on Air and share recipes in real time with people from my kitchen.
Ideas are all around you. You need only scratch a tiny bit to find them. But you also have to have your “and this relates to the people I share things with like this” hat on.
Content is a “Pick and Scratch” Process
If you’re looking to build media and get some attention, you need to produce more content than just a little. Where do you find the time? You pick at it. I wrote this while I waited for a YouTube video I was uploading to process. Where did I find time to do the YouTube video? I had a space between two meetings and I knew I needed to shoot this particular video so I got things ready.
It’s the same answers I can give you for living in a little house. You find ways to keep everything functional instead of wasting it. Small houses save space. Content marketers find time. It’s related.
Serve Your Community Passionately
I think about you when I sit down to write. I think about how I can help you. I think about whether I can educate or inspire or instruct. You’re the only person I think about when I create. I don’t wonder what my colleagues are doing. I don’t wonder what’s trending. I work on finding something I can share with you to be helpful. You’re the focus. And that makes it work.
Here’s a formula I love to remember daily: First, earn an audience. Second, nurture a community. Third, empower a network. (feel like tweeting that?) If so, then maybe I’m doing my job well. If not, I’m still on step 2.
You Must Be Responsive and Fast
Gone are the days of “working on a blog post in drafts for the last week.” If the idea’s worth anything, post it. Even unfinished if you have to. You’re not being graded. You’re being consumed, absorbed, and if you’re lucky, passed around. If you don’t have time for the best blog post ever, what are you doing with your time? Reading Mashable? You have work to do.
Utterly stuck? Go for a walk. Ask yourself over and over again what your community wants. Don’t have a community of your own? Write for the community you want to serve! ( tweetable).
This is bigger than “just business.” This isn’t an avocation. This is a path. Are you willing to put in the work to earn what you want?
|Chris Brogan is an eleven year veteran of social media using both web and mobile technologies to build digital relationships for businesses, organizations, and individuals.