What to do before you start making content

Congratulations, you’ve decided on a new content marketing tactic for your business. 

Perhaps you’re going to start making TikToks. Or you’re going to create a YouTube channel. Or you’re launching a newsletter

Before you start doing the actual work, there are a few things you’ll want to consider: 

Is this an experiment or a commitment? 

Decide ahead of time whether you’re committing for the long-term or if you’re going to make this a short-term experiment. 

If it’s an experiment, write down how you’ll know whether it worked or not. How will you know whether to quit or to keep going? Do you need a certain amount of views or followers by a certain date to make it worthwhile? Do you need a specific number of leads or conversions for it to pay off? 

Don’t assume you can decide these things later. That leads to endless debate and decision paralysis. Instead, determine ahead of time what success looks like, by when, and how you’ll know if it’s time to stop. 

If, instead, you’ve committed to the long-term already, you’ll need to consider a few things before you start producing content. 

Is this someone’s job? 

Do you have the capacity for a dedicated resource or are you hoping it will get integrated into someone’s already full day? If it isn’t someone’s specific, assigned task, don’t assume it will get done once things get busy or stressful. 

How much are you willing to spend to promote it? 

Organic growth can be long, slow, and demotivating. It’s occasionally helpful to add some paid media spending to the mix for an early boost. If you don’t want to endure the slow march of organic growth, how much are you willing to spend to gain early momentum? You don’t want to wait until you’re stressed or frustrated to make this decision. Pre-decide what’s worth it and what isn’t with a clear and steady head. 

Can you structure your content for multiple uses? 

Remember: the purpose of your content is to attract and convert customers, not to fall in love with a particular tactic. Consider structuring your video or podcast process to make it easy to provide written transcripts as blog posts. Consider writing your newsletters so they can easily become short podcast episodes or video scripts. The more use you get out of each piece of content, the more motivating it will be to keep going because your efforts are carrying you further and you can pivot to another platform with relative ease. 

Finally, make sure you ask yourself these two vital questions: 

  1. If, six months from now, this is a spectacular failure, what happened? This will allow you to identify and clarify any worries you might be harbouring and any fatal flaws in your plan before you fully commit. 
  2. If, six months from now, this is a spectacular success, what happened? This helps you identify the critical components of success, and ensures you tackle the highest-impact components of your plan first. 

Now you’re ready to start creating content because you’re fully equipped to succeed. 

If you need support with the content marketing strategy of your business, contact us and we can help.