Sometimes things just sort of sneak up on you. And before you know it, you’re going at your businesses with guns blazing. You’re taking to heart the latest internet marketing advice saying you should be offering webinars every other day. Believing that if you’re not on Facebook doing live videos on the regular, you’re missing the boat.
You’re posting, podcasting, pinning, tweeting, instagramming, snapchatting — you name it. You’re pumping out fresh blog content and getting emails out to your lists each week. It’s exhausting, right?
And what’s worse is those things that you’re not doing — it’s likely you’re feeling super guilty about them. The heavy cloak of all the things you should be doing lingers at the back of your mind.
But here’s the question: why are you doing all of these things?
Do you really know?
Are these marketing tactics that take up precious time and space in your day really serving you and your business?
One way to find out is to ask questions. I’ve found that posing questions can be a key checkpoint in creating a meaningful content strategy.
The simple act of questioning is a powerful practice. Because it’s just way too easy to turn on auto-pilot and not even notice what you’ve taken on without a second thought. But using the tool of questions can help jolt you awake and make more conscious and intentional decisions.
Here are 8 questions to ask yourself when creating a heart-centered content strategy:
The first question is “why?”. This is the single most important question you can ask yourself as you develop your content strategy. This one-word question has a way of getting to the heart of the matter.
For each piece of your strategy – social media platforms, content topics, maybe a new weekly email to your list – ask yourself: “Why am I doing this? What purpose does it serve?”
Your why doesn’t always have to be exactly tied to a business goal, but it should at least connect to your values and support your brand in some way.
2. What’s your unique perspective? What’s different about you and how is it represented in your strategy?
This question is all about how you want to be seen. How are you positioning yourself in the eyes of clients? Making sure your unique point of view comes out in your content is key to connecting with your audience in an authentic way.
3. Am I doing this (insert marketing thing here) because I think it’s truly helpful for my audience, or just because I think I should?
This is a big one to watch out for. Anytime you tell yourself you should do something, investigate further. There is no one size fits all content strategy.
4. Will I actually feel good doing this? Am I truly passionate about this?
Not everything you do is going to make you jump for joy. But if your heart is not in it, its going to be tough. If you are resisting getting something done and don’t feel inspired, look closer.
5. Is the content schedule I’ve committed to feasible with the time I have available? Have I carved out enough time and space in my schedule not only to produce the content but also to promote it?
If you overload your schedule, it’s setting yourself up for failure from the start. Make a reasonable content plan and actually schedule the time to do it on your calendar. Start smaller and add more as you go along to risk making commitments you can’t keep.
6. Do each of my chosen social media platforms really make sense? Do I like being on them? Is my audience actually on the platform? Can I commit to engaging with my followers each week?
Don’t try to be everywhere. Pick a few social media platforms where your audience hangs out, and where you really feel connected.
7. Do my content topics map back to what I’m selling, whether it’s a product or service? And if not, is there another purpose it serves?
You only have so much time in your week to create, right? Be sure that your content supports your products and services in some way.
8. Is there another way I can accomplish the same goal that will feel better or be more fun?
You’ve got to be able to enjoy your work. We’ve already established that not everything you do will be fun. But, if you have filled your day with a bunch of stuff you hate, it is guaranteed you’ll have a really hard time getting things done. So, pay attention to what lights you up and do more of it.
The bottom line is that it’s really easy to operate with blinders on and not be conscious about what you are doing and why. And let’s face it, you can waste tons of time on marketing activities that have no real impact, or that you actually might really hate doing. I’ve been there. But it doesn’t have to be that way.
So here’s my advice: Get centered. Get clear on what you are doing and why. Create a content strategy that makes sense and feels authentic. And the next time you think of adding something new, work through the questions above first!