We haven’t published a lot of original content in a while. Truth be told, we got busy. We’re a boutique marketing company and if focusing on our client’s success takes over our focus on our own business for a while, that’s ok.
Writing Content & Producing Videos Takes Time
“Why is this so expensive? I can do that!” is something that marketers hear all the time. Just like with anything, with enough practice, you can get good at it. Some clients have been running their own ads for years, and they’ve done a pretty good job! But when they finally decide to look towards a marketing company, they are really investing in two major things:
Why do we pay for anything these days? We do it because we don’t have time to get it done ourselves. Even if you’re not currently an expert at something, with enough time you can figure it out. That’s the beauty of YouTube and all the new apps and tools at our disposal.
- Tools like Canva have made “designing” for your own brand a lot easier.
- Facebook and Google have improved experiences for small business owners by increasing automation and machine learning.
But at the end of the day, you should be valuing your time for what it’s worth. If you’re an expert in your field or running a business, your time is most likely more valuable than the bill rate of the service you’re looking for. So, if you invest your time in the ares that you can make the most impact and invest in services in areas you can’t, it’ll still be a net positive.
Going back to the example of clients running their own ads or writing their own blogs, yes, with enough practice they can get good at something. But what this particular type of practice creates is a sort of tunnel vision.
Experts are so-called because they’ve run into a diverse amount of situations and problems that they’ve needed to overcome. When you’re a marketing expert or content expert, you’ll be able to analyze your performance and techniques across multiple clients, verticals, and platforms. When a business owner only optimizes their own account for 7 years, they just don’t get the breadth of experience to help them come across some of the more unique tricks an expert has.
Here’s the thing, when a marketer combines their diverse expertise with the unique expertise of the business owner, wonderful things can happen. A good marketer is always willing to learn and a good business owner should always be willing to delegate where needed.
Produce As Much Content As You Can
The most important thing in marketing is creating value for the end user. A lot of social media & SEO agencies will try to produce as much content as possible to show their value and get lucky. There’s definitely something to be said for the shotgun approach.
Gary Vaynerchuck’s mentality is to produce as much content as you can. His site has plenty of articles on this topic, but one that hits the nail on the head is “How To Make 64 Pieces Of Content In A Day.” Looks there’s nothing wrong with this approach. There are a lot of benefits, such as:
- Getting past the self-consciousness
- Getting comfortable with the tools and production process
- Juicing up your creativity to spawn even more ideas
- Getting better at understanding what your audience wants
- Appealing to different segments of your customer base
But, for a new agency, establishing our brand and reputation is important. On top of that, finding a mission we can be true to that’s authentic should be another major driving factor in content production.
Your Brand Is Important. Be Authentic.
We see a lot of influencers, marketers, gurus out there that are producing content to garner a bigger following. We were doing something similar for a while. We were creating content that was supposed to be easy proof of our expertise. But what value did that bring?
- For newer marketers it could teach them higher level skills or provide them with more tools.
- For business owners, it really could only show them that we knew what we were doing, but didn’t really provide them any additional benefits.
This Wasn’t Authentic To Our Brand
Sure, producing lots of content can have a great impact on your growth and visibility, but that doesn’t mean that that content should be about anything that pops into your head. While knowledge sharing is important, we’ve decided to align our content goals more around providing value to business owners, debunking the myths and fakes in our industry, and helping people understand the true impact marketing has.
This has required a more focused approach in brainstorming and content development. This is not to say that we won’t publish similar content than we did in the past, but rather, the goal and desired outcome has changed.
We’re Here To Create Value For Business Owners And Tackle The Uncertainty And Deceit In The Marketing Industry
We’ve created the Facebook Group Marketing Advice for business owners, entrepreneurs, marketers, and creators to ask questions about marketing. It’s hard to sift through all the information and disinformation out there and this group aims at doing just that with no implicit expectation of further business or reward.
Prospect Future’s own social profiles will continue to generate content around the most relevant marketing industry updates, provide advice to business owners, and inspire positive change to the industry we are a part of.
We’re excited to start sharing, engaging, and posting more!
-The Prospect Future Team