Here I am, espousing the value of content marketing, yet not doing much of it myself. I know that content marketing plays a big role in inbound marketing, driving people to my website from Google or social media. I understand that consistent content marketing builds trust and authority with readers, and it can take months for this to happen.
And yet, my blog posts have been sporadic in the past three years since relaunching my business. And I finally just launched my own monthly newsletter. I say one thing and do another. What gives? Am I a content marketing hypocrite?
No, I just fell into the trap of every other small business. I’ve got too much on my plate, and I’m trying to juggle it all. Content marketing fell by the wayside as I put all my client work first and my marketing efforts second. Can you relate?
It takes a shift in mindset (and approach) to realize that consistent and sustainable content marketing can go hand-in-hand.
Taking a service mindset
To shift my mindset, I had to stop looking at “content marketing” as a task on my to-do list and start looking at it as the “why” behind my business. I remembered what drew me to content marketing in the first place. I adore writing and I love helping people. Bingo!
Writing + Helping = Content Marketing
(By the way, this is about all the math this word-nerd wants to handle.)
Looking back, I can now see these two passions have been blossoming since childhood.
On the writing side, I wrote stories as a young girl to share with my family. (Fun fact: I titled my first masterpiece “Johnny Saves a Little Tree.” Sounds like a riveting tale.) I published a neighborhood newsletter (“The Oak Street News”) with my childhood pals, with me serving as editor, of course. I lamely attempted to keep a journal. (Most diary entries consisted of “Washed my hair” and “I love my cat.” Apparently not a lot of self-reflection going on at age 10.) But by high school, my love of writing would spill over into hilarious short stories I’d write for my friends and soul-baring notes I’d pass to them between classes. (Remember, these were the pre-texting days before cell phones. We wrote notes on actual paper.)
On the service side, I dreamed of being a teenage candy striper (yep, I’m dating myself with that term) at our local hospital, doling out books and magazines to patients as I rolled down the hallway with a cart of reading materials. I served as an officer in Key Club, the high school component of Kiwanis service organization. I trained to be a literacy tutor with Literacy Volunteers of America because the thought of adults not knowing how to read literally caused me to tear up. (Reading. Is. My. Life.) Then I got heavily involved with Big Brothers/Big Sisters of America, serving as a Big Sister, board member, and marketing committee chair. I’m a helper at heart.
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Walking the Talk
Which brings me back to content marketing. I finally realized that whenever I’d chat with a prospect on the phone, exchange emails with a client, or provide pro bono content marketing services to my favorite Orlando nonprofit (Edible Education Experience), I thrive on serving others! I love brainstorming ideas that will help businesses, nonprofits, and associations grow, achieve their goals, and help their target audiences.
This lightbulb moment made me realize that I need to walk the talk for my own content marketing. Yep, I might be tight on resources, but I need to provide consistent content that helps my target audience.
Everything I say or do in person, over the phone, or in emails becomes fodder for my blog and newsletter. In fact, that’s why I wrote blogs such as 7 Things You Need to Know About Content Marketing and What Valuable Content Marketing Legwork Should You Do First?. A few conversations with a client sparked the idea to write about some content marketing fundamentals.
I want to share what I’ve learned with others looking to learn about the same thing. If you’re a small business owner, a marketing head at a mid-size company, or an exec at an association or nonprofit, you share the challenge of marketing with limited budgets and resources. I feel your pain. And I want to help.
Aiming for Consistent and Sustainable
Even if I can’t yet commit to a weekly blog post, I can write one monthly. Ditto for my monthly newsletter. My goal is connection, not perfection. I want to inform, inspire, entertain, and, ultimately, help readers live better lives. And to do that, I need to be consistent with my content marketing.
I’m doing what’s sustainable for me right now—a monthly blog post and monthly newsletter. Easy peasy. As I build up momentum, I aim to write at least two blogs a month, and, ideally, publish weekly blog posts. But, just like any small business, I understand the time constraints of trying to do it all with limited resources.
So, no, I’m not a content marketing hypocrite. I’m a busy entrepreneur wearing many hats. As long as I consistently share practical tips, insights, and resources about content marketing, writing, and working with freelance writers, then I’m achieving my goal.
The lesson? Consistent efforts, no matter how small, move you toward your content marketing goal. Do whatever you can sustain, working with what you’ve got. Aim for connection, not perfection.
Want to keep me accountable and consistent in my content marketing? Sign up for my monthly newsletter at the top of the page!
