When we start creating content, we are de facto engaging in the modern “attention economy,” but as small businesses, first and foremost we operate in the actual economy.

The distinction may seem minor, but it’s worth pointing out because many of the trendy modern content creation techniques are designed specifically and exclusively to benefit the attention economy.

(The idea of trends itself is a distinct feature of the attention economy which is not of universal benefit in the actual economy.)

The good news is that you own a business, which means that (ideally) you are not fully dependent on your content to keep the lights on. So, unlike professional content creators who are compelled to play the game and chase the algorithm, you can create content that is dedicated to providing value to your customers, without resorting to tactics designed to capture and mine as much attention from the general population as possible.