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Fresh insights for creating valuable media

for small businesses and professionals who want to create worth-the-while content

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  • a value-based media and communication philosophy
  • DIY content creation and curation ideas
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The Latest:

  • afterthought

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    1 minute
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    If you are a local small business, chances are your content is only one part of your lead generation process, and maybe not a very big part.

    Maybe most of your leads come from referrals or warm network outreach.

    If that’s the case, your content might even end up being an afterthought that you have to force yourself to remember.

    Maybe you force yourself to post on social media to stay top-of-mind for past customers and those who already know you, even if those people aren’t looking to buy right now.

    Maybe you force yourself to post on social media frequently so those who have been referred to you will have something to look at and know your business is still running.

    But maybe, if your content is an afterthought, maybe it’s not being as effective for those critical mid-funnel prospects as it could be if you took the mental energy from that forced posting routine and put it towards strategically developing one or two quality pieces of communication that clearly express what a prospect wants to know when they are in the act of shopping for your offering (i.e. when they are on your website.)

    And maybe—just maybe—your social followers who aren’t actively shopping for your offering wouldn’t even notice you took a few months off.

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