We’re always rushing around to get content to our audiences. Produce! Produce! Produce! is all we’ve been hearing for a while now. How do we keep it up?
We straight-up DON’T. We can’t keep producing content until we’re blue in the face if we’re not certain that it’s making a difference to our business. We have to STOP and take the time to think about our goals, our audience, and how to reach them. Without strategy, we’re just creating more work for ourselves with NO RESULTS. Ain’t nobody got time for that.
Think about the changes Google has made to Panda: it’s not about quantity. More than ever, it’s about quality. We need to create killer content to get up there in search ranks. How do we do that? How do we figure out what content is really going to resonate with our audiences?
Well, first, you have to know who those audiences are. Which is why we have people like Jason Yarborough of Social Fresh to help us do that. Jason stops by the show today with a brain-exploding bonanza of information for your ear hole. He preaches the good word that digital marketing isn’t just courting, it isn’t even dating anymore, it’s being in a serious relationship with our community. And I say “Amen!” (I literally say it in the podcast.)
Jason (aka Yarby) talks about taking the time to research and to truly listen to what your audience and influencers are saying before jumping in. When he’s consulting, he says up front that anything worth launching takes six to eight weeks to get it ready to rock. He doesn’t want to hear “but we don’t have time” because it’s all about whether or not you’re willing to take the time to make what you’re doing top quality. I’ll say it again: It’s not dating, it’s a serious relationship.
If there’s one thing I’m taking away from my talk with him this week, it’s that “you can make a lot of noise and make no difference, but you can be as quiet as a mouse and make all the difference in the world.” Listen up for some straight wisdom on how to make that difference to your audience.