Creating a business relies on making connections. As a small business, that connection will happen around content. This is why a content strategy is so important—you want to have all your content working together in support of your business goals. It’s not an end-of-cycle activity; you have to start now.
Don’t rely on your product to sell itself. “Build it and they will come” is a myth. You cannot just produce a product in a vacuum, emerge with it in finished form, and then start promoting it. The world is no longer that simple. Customers interact with brands in a completely different way, and they expect to feel involved.
Most creators have a bias towards the product. It’s easy to understand why. You’ve spent a ton of time and investment in the product, so of course you love it. But no one’s going to see it the way you do. At least not at first, and not everyone.
Getting that first person to see the product the way you do is magical. And it’s the first step towards gathering an audience. Get one fan, and she will start to create more fans for you.
It’s not easy. Gathering an audience is difficult. But the rules have changed, and they are in your favor now. In this episode, I make a case for why your business needs an cohesive content strategy, and how it can benefit.