Sometimes inspiration strikes, and you have a wonderful metaphor about your upcoming promotion. The alliteration makes perfect sense. The astrological signs support the underlying ‘feel’ of your product. The Canva assets most recently uploaded ideally reflect your message – no re-sizing required!
You are in Content Creation heaven! Yay, you!
Get to it – make those posts! Schedule those webinars or live presentations. Enjoy watching the audience numbers and sales go up, up, up!
But what happens when you have writer’s block? What happens when you have an idea for the perfect GIF but can’t seem to find it? What happens when you have 30 minutes to put together a 2-week social media blitz and your brain is mush?
Content Curation to the rescue.
Content Curation means leveraging what exists rather than putting the pressure on yourself to create everything from scratch.
Coming from a theatre performance background, I was always intrigued by how the same production – even the same performance! – could be received so differently by so many people in the audience. From a “professional critic’s” perspective, the same show could be panned by one person and raved about by another. When working on new plays with Babes With Blades Theatre Company, we would host audience feedback sessions on staged readings of the new works at various stages of the play’s development. Some of the standard questions asked of the audience were “What is this play about?” and “Who is the protagonist?” Even a well-written play, where I believed I clearly knew the answer to both of those questions, would generate a sometimes heated debate among the audience.
Similar is not the same.
What this means as business owners is that the story we are telling can be understood differently, by different audiences, at different times, and in different places. You may post the SAME image & message about your upcoming sales promotion on your blog AND your social media, but only see responses, actions, and interactions from the blog post. Or, you may see tons of comments on your blog, but find that all the actual sales came from people who saw the message on social media.
Making old things new again.
Have you been in business a while? Take a gander at your past content (blogs from when you started, a newsletter you sent 6 months ago, even a book you recommended to a friend last week). Chances are you’ll find something that was truly inspiring at the time – and you can present that same information either in a different format or from your newer, more experienced, perspective. If it was blog, maybe do a live stream where you literally talk through the concept. If it was relevant 5 years ago, but maybe isn’t an evergreen topic, what’s a similar theme that’s happening in that arena now? Or a completely opposite one? Did past-you share something that current-you is grateful for? The reminder that sparked you could be the same spark your audience needs today.
You may find yourself feeling like a broken record, repeating, restating, and rephrasing the same message. Don’t fret – you are the only person who hears 100% of your messages 100% of the time! Besides, when it’s a good enough song, putting it on repeat is the way to go.
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