Originally published on February 11th, 2021
When it comes to creating content, there’s an unlimited amount of ideas and ways you can position yourself and your company.
One of the biggest mistakes I’ve seen advisors make over and over again in the short time I’ve paid attention is
1. Not creating content
2. Creating content for other advisors.
I’ll see advisors getting a lot of engagement on post and when I look who’s engaging with it, it’s other advisors. I won’t dive into this because I don’t know the reasons these advisors are creating content, but this leads me into the point I’m trying to make.
Be intentional when creating content.
Don’t look for just any engagement, look for the right engagement.
Your content should only do a few things - put your name in front of people, inform/educate, or entertain. Or a mixture of all three.
Ask yourself . . .
“Why am I creating this content?”
“What’s my goal with this post I’m about to publish?”
If you don’t have an answer, probably shouldn’t publish it.
Also, some content is created to build brand and some content is designed to create some sort of action from the end consumer.
A few CTAs that can be done with content are:
- Subscribing to email list (so you can drip market)
- Listen to a podcast (so they can get to know you more and hear your expertise)
- Read a blog (to show you solve a potential problem they have)
- Book a meeting (tough to do without prior touch points)
Whatever content you’re creating, it needs to be intentional.
Are you creating content to grow your business or to feel that sweet, sweet dopamine hit when someone, anyone, likes your post?
Check out my other work
I write daily essays and blog about personal finance, entrepreneurship, and the creator economy - as well as a weekly Q&A newsletter.
I tweet about creating, crypto, money, and writing - and publish weekly videos, essays, and the occasional sketch.