“Do whatever it takes to make the time to create content,” says Brand Consultant and little-guy-gone-big Gary Vaynerchuk.
As a business owner in this day and age, you HAVE TO start focusing your energy on pushing out content rather than the other things you would otherwise be doing. If you believe in the power of content but you don’t have the
resources, thanyou need to respect that belief and do whatever it takes to make it happen.
If you’re a small business that doesn’t have the resources for content creators, editors, and whatever else is needed to run those operations, I say do what I did in 2006 when I had the wine show: Take hours away from staffing, strategizing, selling, and all the other things you’re doing, and put one, two, three hours into becoming a media company. I really do believe that this practice has, and will continue to have, an enormous upside to the future of business.
Who are your people?
Throwing any old thing out on your blog or social media channels is unadvisable, but don’t overthink it. Don’t continually self-promote. Ask yourself these questions as you consider your approach:
- Who do you want to reach?
- What kind of content would they find valuable?
- Among the things your audience values, is there anything you can connect to your areas of expertise in a way that isn’t pushy?
Creating content people value has been the talked-about marketing edge long enough that it’s less of an edge and more of a minimum requirement.
How to stand out?
With everyone tweeting, blogging and Facebooking, how will people ever hear you – assuming you take Vaynerchuk’s advice and “do whatever it takes” to find the time?
I wish I had all the answers to meet that multi-part challenge. I can tell you that your audience will value quality and authenticity.
Taking the time to provide them with something useful, and doing it regularly, keeps you top of mind.
Better yet, do it with an engaging personality. That’s because, as much as the internet can seem like a callous marketplace, it’s trafficked by ordinary human beings.
Every one of whom has needs, wants and feelings.
There’s where, in my view, a “little guy” posting something that resonates beats out the big company.