Are we all sick of content creation yet?

Content creation is the new orange. It’s the thing that every company gets told that they need to do from every hotshot marketer out there.

And it’s true.

It doesn’t matter what business you’re in, you’re in the content creation business. It doesn’t matter what platform you’re creating, you’re a content creation platform.

Except it does matter what business you’re in. And that’s the difference between the good, the bad, and the horrifically ugly.

We work with a lot of businesses that are just getting started. They’re a little bit past the ideation stage but often not in production. We get to help companies work on the work. We get to help them develop the strategy behind what they’re doing, and in some cases we get to help them work on the product itself.

One of the mistakes that we often see at this stage is trying to push out content without understanding who you’re pushing that content at and what you want them to do with the information. Companies think that if you throw enough feces at the wall, something’s bound to stick.

Look, that might be true. But is it good?

There’s a saying about fluency that I really love. Sadly, I can’t remember where I actually heard it, but it goes like this;

“Be so fluent you curse, dream and fuck in that language”

Your customers are that language. Your customers are what you need to be fluent in. Sure, you need to understand your product and you need to be cognizant of what you have at your disposal when it comes to resources, but at the core you NEED to know who your customers are.

What do they LOVE about working with you? What did they HATE about working with you? Why did they choose you?

When you can start to answer these questions and you start to recognize the patterns that exist in these answers, you can start to develop a strategy that’s more than just a list of days of the week and the platforms that you’re on.

When you can answer these questions with fluency, you can create poetry. When you’re fluent in your customers, you can start to say things that they actually give a shit about.

“Be so fluent you curse, dream and fuck in that language”

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