Contentment is a good thing, right? I mean, we should be content with what we have. We should be content in the good times and in the bad.
In the Bible, Paul says he had learned to be content no matter the situation, whether he had plenty or had nothing at all.
But, when it comes to your content, the stuff you produce for your business: blogs, videos, white papers, e-books, webinars, etc., I'm going to have to respectfully disagree with Paul's idea of "being content in everything."
If you're content with your content, you might as well be disappointed with your content.
I recently wrote a blog titled, "Make It Awesome, or Don't Make It at All." In it, I make the point that producing content just to produce content is worthless. As Joe Pulizzi of Content Marketing Institute says, your content has to break through the "daily purge" - that process we all go through every morning when we open our inbox and delete all the crap we expect won't add any value to our lives (business or personal).
And, the same is true with more than just your email outreach. It applies to your blog, your web content, your videos, your social media posts, your workshops, your internal communication, everything! If it's not awesome, don't bother.
Find yourself producing content just because it's Tuesday again and you always publish a blog on Tuesdays?
Put out videos that are just "okay" because your content calendar says it's time for another video?
Post content on the same social media channels because that's what you've always done?
I've been guilty of this myself.
It's easy to fall into a routine, to just produce and distribute "good" content, instead of AWESOME content. In fact, one of the "7 Deadly Sins of Content Marketing" is "sloth" (laziness, redundancy, inactivity) which can also describe contentment.
Being content with your content IS a deadly sin. It wastes both YOUR time and your AUDIENCE'S time, because it wasn't worth the time invested on either end.
So, if you hear yourself saying, "Things are going pretty well. Let"s keep rolling as is." Then it just might be time for a change!
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