I remember not so long ago when I looked at creating content (i.e. writing blog posts and even participating in social media) as my primary avenue for getting the word out about what I do. I also recall that finding time to create that content used to be a lot easier.
While I still think content creation can be a major contributor to your marketing strategy, I’ve come to realize that you can’t always make it a priority when the work begins to roll in. So in an ironic fashion, my blog post this week is about not blogging (and also taking breaks from social media).
Take time to realize you don’t have time
Now you might wonder why I am taking time to blog about not taking time to blog. I really did consider not blogging at all this week because the workload is just too heavy. I’m not complaining; it’s a good thing. But it’s hard to justify the sometimes two hours I spend on content creation when there is paying work to be done. (Paying work to me is the work you do that results in direct payment. For me, blogging and social media don’t fall in that category.)
Every week, Jim and I have a tête-à-tête to come up with a topic for each week’s blog posts and subsequently our #shehechat. This week, we were just too busy. We said the words: “We don’t have time.” We contemplated not posting at all; but I balked at that in the end. Each week we try to focus our topic around what’s going on with us and this week what’s going on with us is we are busy – very busy. So why not blog about that?
Take breaks from social media too
After my brief conversation with Jim about not having time for content creation, I started thinking about my social media participation in the last few days. It’s been brief and inconsistent; again because I’m focusing on the heavy workload. Interestingly, I’m in a different place than I was two weeks ago when I was kicked off Twitter for tweeting too many times in a single hour.
Turning off social media for periods of time has helped me stay focused. While I check it every other hour or so for important messages, I refrain from engaging so I don’t get sucked into a long conversation.
My new content creation guidelines
Despite the realization that content creation can’t always be at the top of my to-do list every day, I realize that blogging and social media are still important for our brand. SheHe Media started off on a blog and took off via Twitter. They can’t be ignored; but they can be toned down when time is a factor.
Therefore, I’ve come up with some new and simple guidelines I’m going to follow when it comes to content creation:
- Set a list of priorities for the day or week. Content creation will end up on that list somewhere and because it does I will usually find time to fit it in.
- If I can’t create content, it’s not the end of the world. If I simply can’t tweet one day or blog one week, I’ll make up for it another time.
- However, consistency still counts. I’m going to do my best to blog every week because I’ve set that precedent. Hopefully, it won’t consistently be at 10 p.m. the night before it publishes like this one.
- Every blog post doesn’t have to be a masterpiece. It doesn’t have to be filled with SEO genius or be 900 golden words. Sometimes saying what I have to say will just have to be enough.
- Be honest with and about my content creation. I’m telling you upfront right now that this probably isn’t the most well-thought-out post. When I don’t tweet for long periods of time, when I return to Twitter I usually tell my followers why I’ve been absent for so long. I’m living by the philosophy that everyone knows I’m human too.
What about you? Have you found it difficult to maintain consistent content creation? What do you do about it?