You’ve heard the saying that perfect is the enemy of progress. And nowhere in marketing is that saying more relevant than content marketing.
For all the good intentions, ideas and effort, there are infinite content programs languishing in myriad reviews and approvals that are preventing them from getting into market and creating attention for their owners.
And if you don’t get content out the door, what’s the point?
No one wants to publish irrelevant content, or content that misses the mark, or content that’s going to get you sued. But analysis paralysis is not the way to refine content or protect yourself.
We all care about what we put out into the world. But if you overthink it, nothing will ever make it out the door in the first place.
What you are trying to achieve with marketing content is something fresh and relevant that might get the attention and interest of a prospect on a given day. And the objective of that is to have them think of you when they are ready to solve a particular problem or need they have.
Something that never gets published has zero percent chance of achieving that, so the bar is set low!
Aim to get content out the door, even if it’s not perfect. Remember that you want your prospects to know what you can do for them, not solve their problems then and there on the page. You can fill in the details at your first meeting with them.
Marketing content that needs a legal stamp of approval is a fool’s errand. Not only will it be caught up in endless red tape, but it will also be blanded to death and end up full of disclaimers. Lawyers have their place, but best to have them stick to contracts and leave the content creation to marketing.
There should be nothing in your marketing content that needs a lawyer’s tick of approval. If it does, consider a new approach.
Content marketing is like riding a bike – you have to start somewhere. Sitting there looking at your bike and worrying about stacking it will not provide any momentum or progress.
You need to get on the bike and start riding. And just like riding a bike, your initial attempts at establishing a content marketing program might not be pretty and you may even end up falling down a few times, but guess what?
You’ll start getting the hang of it, and you’ll become more confident and faster. And pretty soon you’ll be able to get where you’re going without a second thought.
If you’re still on training wheels with your marketing content, we can give you a decent push to get you on your way.