Writing content seems like an awful lot of work. As someone who writes a LOT of content, I understand that to be true. Writing blog posts and social content and engaging on both and making it all make sense is a lot like smashing your face off of the dining room table every few minutes. As a content creation agency our big focus is always on that finished product. But we know the truth.

Content is hard.

But much of that difficulty comes not from the actual task, but rather in the way we approach it. And that’s why I want to talk a little bit about chefs.

Have you ever read a cookbook? Like really read one?

My wife has MANY cookbooks. She has some really great ones. One of my faves is one that she doesn;t have, that I bought for a dear friend for Christmas. It’s called Thug Kitchen.

Now if you’re not familiar with Thug Kitchen it combines three of my favourite things; comedy, cooking, and extreme profanity. The book is hilarious and one of my favourite things (aside from the absolutely delicious food) is that every single recipe tells a story. Every single recipe is about the process. It’s not about the finished product.

Most of us are a little frightened of writing about the finished product. Maybe we’re afraid that it will come across as too salesy or maybe we’re afraid that people will expose us as a fraud or maybe we don’t want to give away those secrets that we don’t really have.

Whatever the case, many of us don’t like to write about the product, but the process is where the money is.

Think of the cooking shows you love. Are they about the meal? No. They’re about how they got there. Chuck’s Day Off isn’t about a meal.. It’s about the local fire department that put out a small fire in his restaurant and how he prepared a meal for the crew to thank them.

It’s about the process.

As a content creation agency, we’re VERY concerned about the process.

Ideas aren’t easily replicated. But anyone who works in an agency will tell you that as you figure out the process, things look up.

Most of us think about things as an end product. But a recipe REQUIRES the work. Sure you might get an instant pot or one of those actifry things and speed up the process but if you’ve got an onion and you need diced onions, you’re dicing onions. And great stories don’t go “I had an onion and I needed diced onions so I diced an onion.” Great stories reflect the process.

Read a good cookbook. It’s more than just a list of ingredients, times and temperatures.

And whether you’re working within a content creation agency or you’re on your own, make a meal and tell a story.

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