I’ve been considering all the content agencies I’ve worked with. One thing that gets complicated is the messaging to potential clients and how we deliver the messaging.
Content has gone through so many insanely fast changes in a short time. For example, in the 15 minutes it would take me to run a mile, new algorithm changes are implemented, content trends change, and new AI-assisted platforms emerge.
And they’re all aimed at “making it easier” to create content for yourself.
Content Strategy Truths
They don’t tell you that, now that content is so easy to create, everyone is doing it. So, the hard part now is distinguishing yourself from the hordes of “content creators.”
The other thing they don’t tell you is that distinguishing yourself takes time. It takes a strategy. It takes consistency. I learned this watching marketing agencies jump on the digital marketing train and conspire(?) or brainstorm how to charge for content writing and creation.
Truthfully, the entire system is still so broken. There have been periods when I made a decent living, like online marketing during the Pandemic and Post-Pandemic era.
But now, the big companies have figured out ways to charge more for content writing and SEO. Google has figured out how to make it hard to produce content that ranks.
There’s no such thing as “going viral.” Don’t let them fool you.
Long story short: Yes. You can create your own content, but unless you’re willing to focus 100% of your time on that aspect of your business, you’re better off paying someone to help.
Content-Strategy-as-a-Service
The reason that content strategy-as-a-service will work is that it’s increasingly complicated to stay relevant.
This is because it’s increasingly easy to start a business.
I mean, that’s how I started Penpixel Creative:
- I got a subscription to a website builder;
- Toyed around with that;
- Googled things when I got stuck;
- Which led me to other software or products that enabled me to launch.
But my problem now is this: I have too many subscriptions to services I need to run my business. I don’t have time to run my business while prospecting for clients and dragging them down the sales funnel.
So, just like every other business owner who wants to bootstrap their business, I’m forced into a decision:
- Never sleep, so I can operate the business during business hours and then work the marketing funnel after hours.
- Shell out money I don’t have to get help and hope that I can recoup that investment.
- Give up and return to putting money in someone else’s pocket while being corralled into following rules that make them rich and give them lordship over my body, mind, and soul.
I’m banking on most business owners, operators, and leaders choosing number two.
My promise to them is that I’ll do my fucking best to make sure they don’t waste their money.
The good thing about me is that I make friends easily, and once I’m your friend, I want to ensure you’re happy and prosperous.
So, I’m going one step beyond all other marketing service providers who claim they’ll ensure your success to become your friend.
Friends and Clients
That’s a commitment I’ll probably have to write an entire post about because I’ve been in the business of making friends all my life, and you can’t just declare a person your friend.
You actually have to talk to them and reach out to them and let them know they’re on your mind. You have to lend a hand and show up when they take you up on the offer. And you have to answer the phone or text when they need you.
12 Steps of Content Strategy
See, I told you there’s enough there for an entire post.
Where was I? Let’s see…banking on choosing to invest in help…oh yeah!
I’m hoping they choose to invest in help because I feel a content strategy has 12 things:
- Brand positioning and messaging
- Market and competitor-analysis
- Content audits and content gap analysis
- Setting goals and KPIs
- Figuring out the best formats and channels
- Creating an editorial calendar
- SEO and keyword strategies
- Content distribution and promotion
- Analytics and reporting
- Launching
- Scaling and repurposing
- Ensuring your content strategy fits with your broader marketing efforts
Each of those has its own steps.
Entrepreneurs, SMBs, and leaders who pay attention will see value in my idea.
Would you rather dabble in handling those 12 things to ensure your business succeeds, or would you rather manage me while I do it for you?
One is much easier than the other.
“Bring Me the Solutions, Not the Problems.”
I like that old leadership saying. I don’t know who said that, so I can’t attribute credit. But it sums up what I’m offering leaders: finding and fixing problems and then letting you know it’s taken care of.
All you have to do is watch your business grow.
Deven Bhagwandin 