Why Content Creation Seems So ComplexApr 26, 2022
Regularly creating and publishing content is one of the biggest challenges for almost any entrepreneur...because when you don't know exactly what you're doing, by the time you've created and published one piece of content, it's time to turn around and do it all over again. And when you feel like you've struggled through creating that first piece of content...creating more content is the last thing you want to do.
Yeah, content creation can be scary and intimidating if you don't know exactly what you're doing. It might seem complex, but there are really only six components to effective marketing content:
- Technical skills
- Content topics
- Content structure
In this episode, I talk through the six major components of content creation, and how to nail each one so creating marketing content is easy and, believe it or not, fun.
In today's episode, I am going to be talking about why content creation seems so complex. This might be the case for you. You know that you need to be creating content, but maybe you don't know where to get started, or perhaps it just feels like an eternal struggle, creating content to put out regularly, whether that is social media posts, blog articles, podcast episodes, videos, whatever they may be. It can be a lot sometimes and feel like it's really complex, or maybe a little bit too complex.
I hear this from a lot of entrepreneurs, that creating and putting content out there is a huge, huge pain point. I hear from a lot of people as well that they just avoid it and kind of dread it. Usually, a lot of this resistance or frustration, or maybe even hopelessness, when it comes to creating content is largely due to the fact that you, perhaps, don't know what you're doing or aren't confident in what you're doing, or at least as much as you should be.
That's why today, I want to go over the six big reasons why content creation can seem so complex. If you understand these main issues, then you can start to see, okay, I really struggle with these two issues, but the other four, I have those down really well, so I'm not worried about those. Those first two are the ones that I really need to focus on. It actually lets you isolate what you need to be focusing on in your content-creation process.
The first reason that people really get intimidated by content creation, or that content creation seems like this big scary monster, is around technical skill. By technical skill, what I mean is that not everyone is naturally a skilled or talented writer. That can be huge and intimidating if you're not naturally a strong writer because it's like, okay, well, what am I supposed to do? How am I supposed to create content if I'm not inherently a really, really amazing writer? You may think, I have to improve my writing skills. And yeah, you absolutely should do that anyway. Everyone should always be improving their writing skills, but it doesn't mean that you need to spend all this time perfecting your writing skills before you can start creating content.
What you can do in this case, if you are really not confident in your skills as a writer, is to go ahead and start writing and put content out there anyway, even if you know it's not as good as it could be, because doing that is really the practice of practicing. You are building that content-creation muscle, and you are getting better content out of it and improving as a writer as you go.
The second thing you can do is remember that there is absolutely no law or rule on this planet that says that your content has to be in a written format. The content you could be putting out could be podcasts or videos or even memes and images. The reason I highlight this is that you should choose the content mode—audio or video or text—that is best aligned with your strengths as a creator. You may not, in fact, be comfortable or most comfortable writing, but how are you in front of a camera? How are you behind a microphone? You can use either of those to create content. It doesn't have to be pen and paper. It doesn't have to be opening up a Google Doc and writing.
The second reason that creating content can seem so complex is around the topics, what are you actually writing about, and how do you choose topics that are actually going to get traction with your ideal clients? If this is one of the big issues that you are dealing with or trying to figure out, so you're not sure how to come up with these topics that are actually going to get traction, first off, I recommend going and listening to my previous podcast episode on how to brainstorm a whole lot of topics at once. But I will say that the number one thing you can do, or the top two things you can do, rather, are to one, get really clear and make sure you know exactly who your ideal client is and what they're struggling with, what questions they're asking, what pain points they're having, and what they want, what their desires are.
Then, once you do that, you can move on to the second piece, which is to use those exact things as your topics for content. Every specific question that your ideal client is asking, boom, there you go; that's a perfect content topic. Every pain point they're having, every frustration they're having, those are all content topics. When you know exactly who your ideal client is, you're then able to come up with those topics a lot easier.
The third reason is all about structure. As you're creating a piece of content around a certain topic, how are you structuring it? In what order are you putting certain pieces, and what are even the pieces that need to go into an effective piece of content? There are several tried-and-true structures that you could follow, and those are definitely a good place to start, but it also needs to be a structure that you feel good about working in, and one that feels natural to you and works with not only your content topic but your niche. How does your niche consume content? That will inform you as to how you should be structuring that content.
The fourth big reason is all about consistency. This means creating and publishing content on a regular basis, whether that's daily or weekly or monthly, whatever that frequency is, making sure that you're being consistent. A lot of times I see people who know that they're, say, a strong writer, so they're creating written content. They know what their topics are, they know what they're writing about, and they know the structure for a blog article or for a social media post, but they're still not doing it regularly. If you have these first three things in place, but you don't have consistency in place, then you've just wasted a whole lot of time.
It's really, really important to make sure that you're creating and publishing consistently. This is one of the number one things: if you don't think you can publish something every single day, then don't even try. Just try to publish twice a week or once a week. It's more important to get consistency, rather than frequency. What that means is I would rather you consistently post twice a week on social media forever, for a year, for two years, however long, than I would for you to post every single day for two weeks and then burn out and give up. You really have to find that balance of the frequency that works for you, so that you can maintain consistency.
The fifth reason I'll share with you today is all around visibility. Say you have decided you're not a strong writer, so you're doing video. You know what your topics are, you know how to structure them, and you have really gotten this consistency piece down. Say you're posting daily. The next problem that arises at this point is visibility, which is not just the question of “Are people seeing your content?” It's the question of “Is your content getting in front of your ideal clients?” If your ideal clients are dogs, but your content is only getting in front of cats, then that's a big problem because you're not getting in front of the people who are actually likely to buy from you or to reach out to you. It's really important that you're not just getting your content in front of people in general, in front of the whole world, but specifically in front of your niche.
Then, the sixth and final reason that I'll share today is around results. If you've worked through all these five things, and you know that your content is getting in front of your ideal clients, well, the question is “How are you converting those viewers, listeners, readers from just engaging with your content to clients?” This is all around your call to action, or engagement, or all those things of how you actually use this content to get people into your funnel, so that you can then start building those one-on-one relationships with them, and if they're a good fit, bringing them on as a client.
The big rule of thumb here is always to make sure that every piece of content you ever put out has some sort of call to action. It doesn't always need to be an explicit “Hey, have a call with me and see if we could work together.” It could just as easily be “Hey, here's a free resource download,” or, “Here’s an exercise that you can do,” or anything that gets your ideal clients really taking action. Those are the things that are going to get them into your funnel, and that's how you leverage that content. It's not just something that people are consuming and then moving about their day with; it's something that people are consuming and then taking the next step in your funnel or your sales process.
In conclusion, if content seems complex and overwhelming, there are really only six things that you need to be worrying about or focusing on, and you can go through them in this order exactly to make sure and see where you're maybe not doing as well as you could be or what areas might need a little extra attention. That is your technical skill, the topics, the structure, your consistency, your visibility, and the results or calls to action that you are offering. Those are the big six components of effective marketing content.
Thank you so much for joining me today for the Client Attractor Show. I'm your host, Jacob Ratliff, and I look forward to seeing you tomorrow for our next episode. Take care.