Look, I'm a content creator by career and choice. So I need to constantly create new content for myself and for my clients. When I say "need" I mean it's a physical pull to create that I feel, not a requirement the universe has imposed on me.
So before you read on, are you a content creator or is content creation your side hustle to promote your mainstream hustle?
If you're the former, yes you probably do need to be creating new content every day. It should be second nature to professional content marketers like me, to the point that it's not a chore.
However, if you need to create content to market your main job, you have options:
Lean into the everything-is-content mentality
Contract someone else to do it for you
A combination of the two: outsource the parts you don't enjoy
To avoid constantly creating new content marketing, do these 5 things well.
Not every person in the public eye needs to constantly create new content, but it helps. Whatever your answer to the question above, I'll tell you what you do need.
1. Clichés exist for a reason: Quality over quantity
If you spend even half the time I do on LinkedIn, you'll agree that the pressure to churn out fresh content marketing is immense. There is a benefit to being present wherever your audience is, more on that here. However, focusing on quality content is more important than sheer quantity.
Advice I give to clients: Make as much as you can, until quality starts to slip.
2. Never assume novelty is better
New is novel, but novel does not always lead to sales. And let's be honest, if you're taking the time to read this, and learn how to command your own content marketing, you're interested in sales, not likes, comments, and engagement metrics. For small business owners grappling to forge a brand, novelty can come in the form of a hot take, an unusual solution, or advice that differs from the mainstream. It doesn't have to be a new format or freshly recorded content.
Advice I give to clients: Prioritise creating content that says something unique to you, whether it's new or a repurposed gem from your archives.
On that note...
3. Repurpose only your best content marketing
You'll have heard "gurus" talking about content marketing repurposing as though it is a golden ticket to endless content. And it is indeed a strategy to maximise your content reach but, like any other tactic, poor implementation only leads to disappointment. Be careful not to fall into common repurposing traps.
Repurpose existing content alongside creating new material to save time and effort while maintaining a valuable content stream.
Advice I give to clients: Reformat your best content according to reach and conversations. If it was a blog, make it a video, if it was a social post, make an eBook.
4. Consistency is more important than frequency
This is my personal opinion because I've seen it work for myself and for clients. Consistently delivering content builds familiarity and trust with your audience, even if it's not daily updates.
Some of my clients see results after 30 days of posting but others will need to warm up their audience for 30 months. This depends more on your niche than your effectiveness. However, if you consistently share the same principles and value of content, you'll be top-of-mind when they are in the market for your service.
Advice I give to my clients: Commit to a minimum 3 months of any strategy; budget for 6 before you throw the toys out of the pram.
5. Impress with your relatability, not seniority
I recently spoke to an audience wanting to learn how to write for LinkedIn about how to generate real engagement and an audience. When speaking publicly — at events, on social media, or in meetings — your objective is not to impress with your seniority but your relatability.
Think of the new hire that starts by listing the awards they've won or big names they've been employed by. Do they come off as likeable? Are you intrigued to know more? I can impress people by saying I've worked at IKEA but is it impressive that I was in logistics if the job I'm going for is Marketing Director? Xactly.
Advice I give to clients: Do not explicitly praise yourself. Let others do that for you in the comments, replies, or reshares.
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