The Surprising Truth No One Tells You About Content

by | May 27, 2023 | Entrepreneurship

In creating content, it’s easy to get lost in the weeds without ever finding your path.

Here’s the surprising truth no one tells you about content…

It’s Not About the Type of Content

We are often led to believe that content is, first and foremost, about the type of content you produce.

Blog posts, infographics, podcasts, videos. Pick one.

Picking one and sticking to it is good advice. Choosing one that’s matched to your preferences is even better. Even with a team, it can be very difficult to publish blog posts and make videos, as an example.

But you will not automatically be more successful because you publish a certain type of content…

It’s Not About the Platform

Secondly, we are told, publishing is about finding the right platform to publish to.

Facebook. Instagram. YouTube.

All things being equal, it’s a good idea to go where your audience is. And there is no mistaking that you’ve got to tailor the right kind of content to the platform you’re publishing to.

But publishing in the right place will not guarantee success. If you’re delivering the right kind of content, people will come to you.

It’s Not About When You Publish

Having figured out what type of content we want to publish and where to publish it, we start looking at when to publish it.

It’s funny because it’s mostly replacing one obsession with another.

Emails should go out between 9 AM and 12 PM EST on a Thursday. Facebook posts should be published between 8 AM and 12 PM EST on Tuesdays and Thursdays. Or whatever it is.

Look, you can find this information anywhere, and nowadays Facebook will even help you schedule your posts at a time they are more likely to be seen.

It doesn’t matter anywhere near as much as you think it does, though, because people will still tune into their favorite show at 1:00 AM on Monday if it’s the only opportunity to catch it.

The Surprising Truth – It’s About the Personality

Personality, or what marketer Russell Brunson calls a certain “attractive character” in his book, DotCom Secrets, is what creating content is all about. This is a foundation on which you can build.

People will still occasionally stumble across your content if it’s valuable and optimized, but if there’s no personality in it, it’s unlikely you will be remembered and be able to get people on your list and create long-term engagement with them.

Think about it. Oprah can draw an audience and sell to them any time she wants. You can probably think of plenty of others – Adam Sandler, Jerry Seinfeld, Howard Stern, Craig Ferguson, Jimmy Fallon, or otherwise.

If you were to pay attention to your own consumption habits, you’d notice that large chunks of it are based on people you know, like, and trust too.

So, what personality will you establish?