Content is the hottest word in marketing right now. Create it, edit it, move up in search rankings, and engage with customers on a personal level. Problem is, many of us don’t know what we should write about. We don’t know what our customers want to hear. Sometimes we don’t even know what they could learn from us. If this sounds like you, then you’re at a fork in the road. The first choice is to power through it, forcing out words, regurgitating everyone else’s thoughts, ensuring that, in one way or another, you’re a part of the conversation. There are plenty of articles out there already that will help you take that route. My advice, the second route, the road less traveled, is to not write anything if you don’t have anything to say.
I don’t offer this advice because I want you to remain on the sidelines forever. I don’t, but I’d prefer you gather your thoughts and develop your voice because diving in headfirst. Not just for my own sanity, but for you. There are already too many people pumping out dirty content, contaminating every channel, playing the game just because it’s being played.
The truth is that, at a minimum, each of us has valuable information to share with at least one other person. Usually a lot more than that. Maybe even a whole industry. Just keep in mind that you must own your track record. Better to put some thought into it and not write until you have something original to say than to feel the pressure of potentially missing out and putting out something meaningless.