When my company works with clients on content strategies we always start by asking about internal resources – who could create content inside your company?
A common answer to this question goes something like this:
“Well Jane, the CTO, is the real expert – she speaks at all of the conferences and has been featured in the New York Times a bunch and has a ton of really great insights on the industry – but she’s just so busy. So Billy the intern is writing a post a week. We can probably have him do more if that would help?”
Prolific interns can hugely help with content creation and promotion, but unlocking a consistent expert voice (or voices) can have a transformative impact on your company’s marketing efforts.
In this post I’ll walk through some specific tactics and strategies for getting great content out of a busy entrepreneur or C-level executive.
Carving Out SOME Time
I’ll go over some specific things you can do to get more content created in a limited amount of time later in the post, but as with any productivity improvement, you can learn how to do something faster and better, but you still have to do it. You need some time to actually dedicate to content creation efforts.
If you’re here reading this, you probably believe in the importance of content, so I won’t spend time making the “case for content” (it’s been done a lot if you still need incentive), but I will give you a few specific tips for finding more time in your day.
Identify the Least Productive Chunks of Your Routine
A friend of mine worked at a large company where they had an annual process where they would measure everyone based on certain performance metrics, and would lay off the bottom 5% of performers every year (even when they were aggressively hiring and expanding). You can probably do something similar to this with your daily routine.
Use a tool like RescueTime to monitor your activity. After a few weeks (or even a week) you’ll have a really specific look at where you spend your time. There’s probably a chunk of time every week that you can eliminate either by delegating that time or just spending zero to very little time on that task. Then, structure your day so you’re dedicating some time to writing and thinking, ideally at the best time to write and get ideas for you.
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