That is the reality of online marketing. You may also be a coach, or a designer, or a consultant, or a fill-in-the-blank. But in your role as a small business owner in charge of getting your message and your service out to the world, you must begin to see yourself as a content creator.
The truth is that it is an essential part of running a business, and it is a role you must embrace. Entrepreneurs who understand this and are using content marketing effectively are growing their businesses much faster than those who are not.
I run into too many small business owners who push against the responsibility of creating content, claiming all kinds of excuses. Becoming a content creator is a mindset shift that can be challenging, and there are many hurdles that come up for people. But here are some ways to overcome those hurdles and begin to embrace your own inner content creator.
Connect To Your Passion
When I work with small business clients and begin to ask questions and draw out their passion, they often go on and on. They can talk about it for hours!
When they realize that creating content is really about being able to express their passion and talk about the things they feel strongly about, suddenly creating content isn't so tedious. In fact, it's kind of fun!
Isn't that why we all started businesses in the first place? Because we have a passion for something and have ideas about how it should be done and why it is important. It is easy to get busy doing our work, but taking some time to connect to our passion is important for our journey as an entrepreneur. And it also happens to be a great way to attract clients and grow our businesses!
Use Your Strengths
The most common excuse I hear from small business owners is that they aren't good writers. I have two reactions to this. First of all, everyone I have encountered who runs a successful business, especially in the online space, creates a substantial amount of written content. It is a critical skill that can be learned and improved.
However, I also don't want this hurdle to prevent someone from becoming a content creator. So, rather than getting stuck on what you aren't good at, find a way to express yourself that you are good at. Do you like speaking in front of groups? Talking on the telephone? Taking pictures? Have you always wanted to be in a video? Or maybe when you consider the other options, writing doesn't seem so bad!
There is a way to begin creating content by leveraging your strengths. And when you find the format that fits your strengths and your voice, creating content can become both an enjoyable and highly productive part of your work.
Make The Time
Another thing I hear a lot is that creating content takes too much time. I understand that time is a precious commodity, which is why it should be spent on things that are truly worthwhile. And let's be honest, what we spend our time on is really a matter of priorities and self-discipline. It is easy to use this excuse around something we don't want to do, but find time for other things that are more enjoyable, but perhaps less productive.
I have heard several online business owners say that if they had to pick one thing to focus on with their budget or time, it would be content creation. It is the foundation of a successful online business.
Part of becoming a content creator is setting aside time for it, and making it a priority. Put it in your calendar, and that way when you get to your "content creation time" each week, it forces you to embody your content creator.
If creating content is not happening consistently in your business, view it as a problem that needs to be solved. Many entrepreneurs love to solve problems. That is something we are good at!
Set a content creation goal, like starting a newsletter or a blog, and then figure out how to get it done. If my suggestions aren't resonating with you, then create your own solution.
The point is that creating content isn't an option where you can choose whether you want to do it or not. It is a necessity for building a successful business. So don't approach it by asking Yes? or No? but by asking How?
I hope you will begin to shift your mindset and start getting to know your own inner content creator.