Call me old school but content creation just for the sake of creating content can’t be the only viable long-term strategy for customer acquisition. In fact, if blogs, podcasts, articles, reports, thought leadership, and point-of-view pieces were the answer to all our business development woes, every freaking business on this planet would have been doing great!
I’m not suggesting that content is losing it’s grip. Nope. Good quality content still has it’s place and creates enough tension to get noticed. But as they say — quality is in the eyes of the beholder. And chances are, the ones who resonate with your content may not even know if you exist! Sure you can reach them through more content and try your hand at ads or other superficial (or artificial… intelligence… whatever) means but you’re bootstrapping and have got bills to pay. Now what?
A typical bootstrapper, freelancer or a small (or even medium sized) business owner are better off getting in front of people, as in physically, than waste time creating stuff that may or may not get in front of the right people. This could be in the form of meetups where you can deliver a keynote, or participate in panel discussions, conduct mini-workshops. Perhaps you can consult with a nonprofit/chartiy on a pro-bono basis just to get to know the board members, who definitely know a person or two benefitting from your service.
Note that I’m not asking you to attend networking events. Handing out business cards to random people is silly and unproductive. The idea is to position yourself as someone who knows his/her stuff. That’s the kind of people businesses want to invest in.
These are real opportunities you can unveil in the time you invest to create all that content. And here’s the kicker — should you choose, document this journey of yours by either recording the video and strip out the audio. Now you have content for your YouTube channel and podcast! On weekends, blog about how your week has been, the key learnings, insights you’ve had, and assertions, if any. This sort of public journaling not only clarifies your thought process as an entrepreneur/professional but also resonates well with the kind of audience you want to attract in addition to the ones who’re on the same path are you are.
I know, I know, GaryVee has been doing this for ages. But my focus is more on growing your business than creating content. And if you’re super busy with the latter, it’s time to reconsider how best to do it without burning out or losing sight of the main thing — acquiring customers. Not doing that isn’t an option. The ideas above assert on one major point — getting in front of real people. That’s comes first, creating content second. And I believe it’s still optional. Seriously. I believe you can live by with just posting a weekly journal on your company blog.