EP. 024 | Content Creation Mindset: The 5 things you NEED to remember
Podcast Summary
Ever feel like you're drowning in content creation for your small business? You're not alone, and it's time to change your perspective.
Content creation can be a daunting task, especially for small business owners trying to juggle multiple responsibilities. As a content strategist with over a decade of experience, I've learned some hard truths that can transform your approach to content creation. In this episode, I share five key mindset shifts that will help you overcome overwhelm, save time, and market your business more effectively.
This episode dives deep into the world of content creation for small businesses. We explore why you shouldn't worry about reusing content, how to approach social media as a game of experimentation, and why perfectionism is holding you back. I also discuss the importance of using tools to streamline your process and explain why platform changes aren't personal - it's just increased competition. These insights will help you create content more efficiently and confidently, allowing you to focus on growing your business.
Episode Highlights
00:28 - You are the only person who sees all of your content
01:55 - Content creation is a guessing game that we are all playing
03:41 - Use tools that make things easier, you aren't cheating
04:55 - Social media moves to fast for perfectionism
06:04 - Competition is steep, platforms don't hate you
5 Game-Changing Truths About Content Creation for Small Business Owners
As a small business owner, you know the importance of content creation for marketing your brand. But let's be honest - it's not always easy. I've spent over a decade as a content strategist, creating content for various platforms, and I've learned some hard truths along the way. Today, I'm sharing five game-changing insights that will transform your approach to content creation and help you market your business more effectively.
Number One: You're the Only One Seeing All Your Content (And That's Okay!)
When you pour your heart and soul into creating a piece of content, it's natural to want everyone to see it. But here's a harsh truth: you're probably the only person who sees every single thing you post. Maybe your mom catches most of it (except for those TikToks she can't figure out), but for the most part, your audience isn't seeing everything you create. This might sound discouraging, but it's actually liberating. Here's why:
Reuse and Repurpose Without Fear: Since most of your audience isn't seeing every post, you have the freedom to reuse and repurpose your content. That Instagram post you spent hours crafting? Only about 2% of your followers probably saw it. So why not share it again on other platforms or even on Instagram itself after some time has passed?
Maximize Your Efforts: You've worked hard to build your audience and create valuable content. By repurposing, you're ensuring that your efforts don't go to waste. Instead of constantly creating from scratch, you can focus on getting more mileage out of your existing content.
Consistency is Key: Marketing principles tell us that delivering the same message repeatedly is crucial for it to stick. By reusing your content, you're reinforcing your key messages and increasing the chances of them being seen and remembered.
Experiment and Have Fun: Knowing that not every post will be seen by everyone frees you up to experiment more. Try new things, test different approaches, and don't stress too much about each individual piece of content.
Remember, even if you have 2,000 followers, maybe only 100 will see a particular post. That's just the nature of social media algorithms. So, treat your content creation accordingly and focus on consistency rather than trying to make every single post perfect.
Number Two: Content Creation is a Game of Experimentation
As someone who's made content creation my career, I can tell you this: it's often a guessing game. What worked two months ago might not work now, and strategies I learned in college over a decade ago are barely relevant today.
Platforms change, algorithms update, and user behavior shifts - sometimes overnight. This constant flux means that no one, not even the so-called experts, has all the answers. There are a few things to keep in mind:
Beware of "Secret” Formulas: When you see a reel promising a "super secret formula to make every reel go viral," take it with a grain of salt. They might have found something that works well for them, but there's no guarantee it will work for you or anyone else.
Find Your Own Secret Sauce: Instead of blindly following others' advice, use it as a starting point for your own experiments. Take bits and pieces from various sources, including me, and test them out. See what resonates with your audience and fits your brand.
Embrace the Learning Process: Remember, even when I develop new strategies, it's often because I've tested them myself first. I make educated guesses, experiment, and learn from the results. You should do the same.
By approaching content creation as a game of experimentation, you'll be more adaptable, creative, and likely to find unique strategies that work for your specific business.
Number Three: Using Tools Isn't Cheating - It's Smart Business
Let's address a common misconception: using tools to make content creation easier isn't cutting corners or cheating. It's simply being smart about your time and resources. Creating content takes time, energy, and skill. As a small business owner, you're already juggling multiple responsibilities. Why make content creation harder than it needs to be?
I'm a huge advocate for using tools and apps that speed up the content creation process. Whether it's apps for editing, templates for design, or AI for generating ideas, these tools can be game-changers. Remember, you don't get a trophy for making content creation harder on yourself.
Your audience doesn't care if you spent 10 hours or 10 minutes on a post - they care about the value it provides them. By using tools to handle repetitive or time-consuming tasks, you free up energy to focus on the aspects of content creation that truly require your unique perspective and expertise.
When you streamline your content creation process, you have two great options:
Create content faster, giving you more time to work on other aspects of your business.
Produce more content, potentially reaching a wider audience and growing your business faster.
So, embrace the tools available to you. Look for apps, software, templates, and even AI assistants that can help you create content more efficiently. Your future self (and your business) will thank you.
Number Four: Social Media Moves Too Fast for Perfectionism
As a recovering perfectionist myself (hello, fellow Type A personalities!), this one was tough to learn. But it's crucial: social media moves too fast for perfectionism. If I let my perfectionist tendencies take over, I'd never post anything. There would always be one more edit, one more tweak, one more thing to improve. Sound familiar?
Trends, content styles, and user preferences change rapidly on social media. By the time you've perfected that post or video, it might no longer be relevant. So here's a mantra to live by: content posted is better than content waiting to be perfect. That draft sitting on your phone isn't helping anyone - not you, not your audience, not your business.
Your audience doesn't expect perfection - they expect authenticity. Often, it's the "imperfect" posts that resonate the most because they feel real and relatable. And here is the thing, the more you create and post, the better you'll become. But you can't improve if you're not putting anything out there. So, hit that post button, even if it doesn't feel 100% ready.
And last thing I want to touch on here, perfectionism can be a form of procrastination (I know I use it as an excuse to procrastinate!). By letting go of the need for everything to be perfect, you'll create more, learn faster, and ultimately see better results from your content marketing efforts.
Number Five: It's Not Personal - Competition is Just Steep
Have you ever felt like a social media platform was "out to get you"? Like the algorithm suddenly changed just to tank your engagement? I've been there, and I can tell you - it's not personal. The reality is that competition on these platforms has become incredibly steep.
Let's take Instagram as an example. It's over 10 years old now and has more than a billion users. That's a lot of people creating and consuming content. The engagement you got in 2016 simply isn't comparable to what you might get now because the landscape has changed so dramatically.
It's not just about the number of users, either. How people use these platforms changes over time. Remember when we were all stuck at home during the pandemic, endlessly scrolling through TikTok? That level of consumption isn't sustainable long-term.
When I first started on TikTok, I could easily get tens of thousands, sometimes even a hundred thousand views on simple, unedited videos. Now, despite putting more effort into my content, I'm lucky to break 10,000 views and I have an audience of almost 200,000 people. It's not because TikTok suddenly dislikes me - it's because there are more creators, more content, and users have different consumption habits.
Unless you've violated terms and conditions, you're probably not shadowbanned. The algorithm didn't change to spite you. These platforms need people, like us, to create content for their platforms (and their business model) to survive - they're not out to get anyone.
Instead of worrying about algorithm changes or platform shifts, focus on creating the best content you can for your audience. Experiment with different types of content, posting times, and engagement strategies. With increased competition, the quality of your content becomes even more important. Focus on providing real value to your audience rather than just trying to game the system.
Embracing the Reality of Content Creation
Creating content for your small business can feel overwhelming, but it doesn't have to be. By embracing these five truths, you can approach content creation with a healthier mindset and more effective strategies:
Reuse and repurpose your content without fear.
Treat content creation as a game of experimentation.
Use tools and resources to make the process easier.
Let go of perfectionism and focus on consistency.
Understand that increased competition, not a personal vendetta, impacts your content's performance.
Remember, content creation is just one tool in your business arsenal. It's a means to an end - helping you grow your business, make more sales, and connect with your audience. By shifting your perspective and implementing these strategies, you can make content creation work for you, not against you.
So, the next time you sit down to create content, take a deep breath. Remember these truths, and approach the task with confidence. You've got this, and your business will thank you for it.