Business
No matter what kind of content you’re creating for your business, I’m willing to bet one thing. There are times you’re totally overwhelmed. And maybe those times are pretty much all of the time. And if that’s the case, it’s for good reason: given today’s marketing landscape and the realities of what’s required to get visible as you grow, almost every brand — whether you’re a product-based DTC ecommerce business like the many I’ve interviewed on the Spirit of 608 podcast or the founder of a tech platform or a service brand seeking better reach through thought expertise and community building — creating enough content to satisfy the number of platforms and opportunities out there right now will turn you into a mini publishing empire or, worse, make you feel like you should be one even though you hardly have time or bandwidth to run your own business. Phew. That’s a lot. It’s a circumstance so many entrepreneurs face today, one that leaves them saddled with a completely unsustainable system, one that’s sure to crumble or stall out over the long-term without an outsized investment of hours or hiring a number of team members to help (something that’s often difficult in the early stages even for revenue-generating businesses and funded startups). But here’s the good news: we’re in the middle of a content shift. And it’s one that has the potential to make content creation, publishing and promotion easier and more feasible for small and medium sized businesses. The wisdom, circa 2012-2015, used to be: create content tailored to each individual platform or you risk entirely turning off your audience. These days, the smartest marketers I know are masters at running content production like a supply chain and prioritizing repurposed content over everything. Yes, the inner English major and journalist in me cringes. But over time I have come to see that this approach doesn’t really devalue content. Instead, it values and in fact significantly elevates the value of your message, mission and thoughts. Because of that, viewing content in this lens actually stands to increase and broaden your impact. With the clients I help and in my own business, I use a content framework and process to guide me so the content I’m creating is not only possible to generate with the resources I have, but also works for the business. I’m laying out this sustainable content publishing system on today’s episode of the Spirit of 608 podcast. It’s a four-part framework with a four-step content creation process focused on repurposing woven into its core. Want the rest? You can use this episode as a step-by-step guide to creating a sustainable content publishing system fueled by repurposed content so you can get out of your own way and start reaching more of the minds and hearts of people who will love what you do and be thrilled they’ve discovered you.