There are two pillars in digital marketing *Paid* traffic and *Earned* traffic.
Paid traffic is pretty simple. You pay your money and you get your attention. It’s valuable and pretty easy – but it’s only half of a good long term strategy.
Earned traffic comes as the fruits of content marketing. Because it’s harder it’s almost always neglected. But it’s the X factor which can put a lot of distance between you and any competitor.
Content marketing needs stamina, endurance, creativity and more than anything – execution.
Ideas are cheap. Execution is priceless.
I’ve often see social media *experts* posting content scheduling calendars online. They do this so other people can bypass the creative process of working out what to post and when. Super helpful?
I have two problems with this.
The first issue is that if you just follow the same content guide as everyone else how can you hope to stand out. You’ll just add more noise – and nobody needs more noise.
My second issue is that ideas are easy. With a few little hacks it’s easy to generate content ideas. What’s harder is execution. Putting posting dates on pretty calendar is not going to move you to write, draw, film or record a damn thing.
So.. You need two processes.
You need a content idea generation process which you own and understand. One aligned with your values, your audience and your mission.
Secondly you need is a production schedule. When are you going to *create* content?