Do you need to stretch your comfort zone when it comes to creating blog posts, videos, streaming conversations and virtual events?
If I could only do one type of marketing forever it would, without hesitation, be content. Content marketing is just so powerful, flexible, customizable, human and engaging.
So, good for you for recognizing the value of content.
The Good and the Bad
There’s some good news and some bad news.
The good news is that content creation and marketing is one of the best ways to build a brand community, reach new markets and audiences, strengthen your brand and tell the stories of your space and community.
Now, the bad news.
There is no shortcut to creating great content. You have to start where you are and be willing to create so-so content.
By doing that, you determine what you did well and where you need to make improvements.
That way, your next piece of content will presumably be better because you learned some things. You measure and adjust and, before you know it, your content jumps up to being pretty good. When you continue to make improvement, your content can then move into being really good. And occasionally you’ll create a piece of content that is great.
Coworking Out Loud
The quickest, most effective way to move through these stages is to be brave enough to work in public—to put your content out there before it’s great, or even good. I call that coworking out loud.
Great content is the goal, but we have to be willing to create so-so content to get to great.
You have to be brave here.
Putting yourself out there means getting vulnerable and human, which can be super uncomfortable.
Practicing What I Preach
I know this because I’m currently practicing what I preach. I’m comfortable writing. It comes easy, I get it, I know what resonates, and I’m comfortable with my abilities and the tools I use.
Video creation, however, is a different story. I am just a few steps beyond being a total video newbie.
But, I want to get good at it.
I intend to have a vibrant video presence across the channels. LinkedIn video is hot right now. YouTube holds a ton of potential. We get great engagement when we do video on Instagram and Stories.
So I need to improve my video technique, skills and comfortability.
Just Do the Thing
The only way to do that is just do the thing. So I am. Each week, I’m releasing a video on LinkedIn, then we’re sharing it across our other channels throughout the week. As predicted, the videos are far from great, but they’re out there.
And each one (ideally) gets incrementally better.
At some point, I’ll hit good. Then maybe I’ll have some videos that are great. We’ll see. But in the meantime, I’m focused on creating, making changes where I can, and improving as I go.
The Only Way Through It
The only way through it is through it.
You simply can’t improve what you’re unwilling to do.
So start stretching your content comfort zone today.
ProTip: It is immensely helpful to have a group of people to support you as you stretch your content comfort zone. In the Marketing Lab, we have 33 workspace operators, a robust resource library, weekly worksprints, peer to peer training, group coaching and so much more. We’ll help you create content that attracts members, strengthens your brand, and amplifies your brand values and mission. Email me to learn more.
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