Have you ever found yourself wondering WHY creating content is so important to grow your business? In this post, you are going to find out!
These days basically everyone is a content creator, whether you want to be or not. It’s just the name of the game in marketing right now.
As business owners, we are so lost in this world on pushing out content and we are told that we need to be doing it to grow but something that is missing is the “why?” All of the industry leaders tell you to make content but why the heck is this even important?
Why are we feeling like we are on this hamster wheel that never ends?
If you have ever felt like you are just creating content, to create content… then my friend this post is going to change your perspective and attitude towards content creation and why this is actually helping you not hurting you.
What Is Content?
It’s important to address what content really is to know why content is important. Content is anything you create or publish for someone else to consume. This could be a podcast, videos, blog, E-books, even down to Instagram posts or Reels.
Anything you are creating for someone to consume that is educational, inspirational, or entertaining, is content.
Even back in the day when Instagram was just a photo sharing platform, that was content. However, photo content never seemed to stress people out as much as video content does.
In my opinion, business owners do not have an issue with creating content, but instead, just wish they had more control over the types of content they can put out into the world that actually worked.
If you are not by nature a person who thrives on camera, you are of course going to hate the idea of talking on video.
Here’s the thing though. The world is always changing and marketing is always going to be changing. Which is honestly why I nerd out over marketing strategies so much because I love the challenge of it and the creativity. You have to be willing to adapt and conquer with these changes or get left behind.
Think Outside Of The Box
While yes, it’s true that video content is currently in the lead for success rates, that does not mean it’s the ONLY way. I know so many creatives and business owners who make 6 figure incomes and have never posted a single Reel.
Does it mean you might have to think a little harder outside the box? Sure. But newsflash my friend, no one ever said running a business was going to be easy. This is just another challenge you are going to need to face and overcome.
Whether that means challenging yourself to post video content, or challenging yourself to come up with different ways to market your business.
Why Content is Important
I want you to start thinking of content as a marketing strategy. Because that is exactly what it is. You are not just making these silly videos of yourself for fun, they are part of a bigger strategy that is helping people become aware of your brand and eventually (hopefully) want to buy from your business.
Content Helps Bring Brand Awareness
You have likely heard me distinguish the difference between your brand and your business in other posts, but in case you have not… here is a quick recap.
Your business is what people are buying from you and your brand is why.
The “why” is so freaking important because it is what causes people to pull the trigger one way or another on the sale.
A real example of this happened in my own life the other day when I was at Target. I needed a new nail polish so while I was picking one out, I naturally gravitated to the Essie brand of polish. Even though it’s significantly more expensive than the other brands. The polish I wanted was plain white, so why did I choose to pay $10 instead of $4?
You can break it down into a few things. Their branding and packaging is beautifully displayed and well done. Which makes consumers more attracted to it. The overall experience of shopping for this polish feels luxurious so most consumers are willing to pay more for it.
Your content is how you prove to your audience that you are the “Essie” of your industry. Not the knockoff cheap brands.
Branding is something that needs to be represented well before anyone ever buys from you. You have to be willing to put yourself out there, share information and post for free on your own time.
An Opportunity Is At Your Fingertips
My biggest wish is that people could see how much of an opportunity is really sitting in their fingertips. Especially the generation of younger entrepreneurs who grew up in this technologically advanced world. All of this probably seems so natural and normal to them, but they have no idea what running a business was like even just 6 years ago.
By no means am I some old timer, but back in my early business owner days, I was struggling to figure out how to get my name out there. Instagram was NOTHING like it is today. Growth was hard, reaching people was even harder.
These days, you have access to the entire world in the palm of your hands and yet so many people are not taking advantage of it.
My biggest advice is to not let fear or insecurity be the reason you do not push post on that photo or video. You have too much potential just waiting and you are 1 video away from making it big. Isn’t that crazy to think about? Just 1 video could change your entire life and the trajectory of your business. Do not let this slip away from you.
Make Your Content Work For You
If you are hearing me and thinking, ok Sarah I am convinced, I get it now! But I still don’t know what I am supposed to be doing… no worries!
Remember this, you want to be strategically creating and posting leading your audience towards a bigger purpose.
I like to work backwards sometimes. Start with the goal and then figure out the content needed to be posted as a way to support that goal.
You can leave room for spontaneity and in fact I encourage you too but just make sure that as a whole, you are not posting randomly all the time.
Educating your audience. Inspire them to take action for themselves. Serve them with valuable information. And in peak times, sell your product or services.
Content creation is just a form of marketing and it does not have to be as scary as you think it is. By going in with intention and a plan you are already going to be ahead of 70% of other business owners who are just throwing a pasta noodle at the wall and hoping it sticks.
Your content is what allows people to get to know you and your business and I promise that when you stick with it, you will see the results you are after!
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I'm Sarah Elrod
I'm a Cowgirl turned serial entrepreneur.
I'm a horse trainer, western wedding photographer, business coach and ranch wife.
I help women in the western industry grow thriving businesses from rural America.
When I am not strategizing new marketing tactics, you will find me riding my horses, cuddling my cattle dog, or kissing my hot husband.
There is also a good chance I am buying way too many outfits from western boutiques.
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