Don’t let the Instagram and Tik Tok influencers fool you: no one enjoys going to the gym. I certainly didn’t dig it, in the five times I’ve been during the course of my life. You’d rather be anywhere else, doing anything else, but you drag your sorry carcass to Omni-Fit, because you feel like you have to. You put in the work, and then, to be fair, you feel really good afterwards. You hate doing it, but love having done it.
The same kind of dynamic comes into play with content marketing. You know it’s a good idea, so when you first resolve to get cracking, you get up early and write the heck out of some articles or video scripts a few days running. You feel good. You’ve coaxed some engagement out of your audience, and you’re winning at life.
But then a month in…it starts to feel like a bit of a grind. Other, more exciting or urgent tasks are vying for your attention. And then, just like the gym, you skip a session. It’s no big deal, is it? You can just catch up next time, ‘cos there’s no immediate negative effects that are going to cause you grief.
But then next time rolls around, and you’ve got even more urgent stuff to do, and really, if you’re busy, isn’t that the main thing? Before you know it, you haven’t created anything for a few months. The thought of getting back in the mix just seems like too much hassle, especially when it’s a long game that only starts to show serious results if you stick at it. Better to write it off as an interesting phase in your life that you’ll come back to once things have cooled down a bit…
Yes - the parallels between content marketing and gym-going are pretty clear. The bottom line is that both take a fair amount of dedication and commitment before you start to see results. And people will delight in telling you: there’s no short cut to success. But there is. It’s the simplest thing in the world. It’s a personal trainer!
Some seasoned veteran who will be on your case if you’re a minute late, forcing you to do the work, not letting you slack off. They also know the best exercises you should be doing, and exactly how you should be doing them. Heck, they might even give you dietary advice.
Sweet, sweet accountability is the key - you’ve engaged this person’s services, and now you’re infinitely more likely to follow through, and get better results.
But here’s where the parallels can diverge. In the gym world, personal trainers are there to push you to the limits of your endurance time and again; your results are built on unending misery, sweat and tears. In the world of content marketing, that doesn’t have to be the case. If you hire the right kind of seasoned veteran to lend a hand, they can make the whole process so easy, you’ll actually get giddy with excitement at the thought of your next session.
In effect, you identify the exercises and machines you’d like to take a crack at, then they do all the heavy lifting, and you get the results!
Of course, like any hastily constructed, admittedly loose metaphor, there are caveats. Content marketing has to have plenty of your personality in its DNA, and the person you hire has to have a cast-iron method of capturing that. The output’s got to be relevant and useful, and that means you and your teams being incredibly good at what you do, and being at the cutting edge of everything that’s happening in your industry. Can’t fake it, man.
So look, if you’re one of those people who’s incredibly motivated and gets up in the morning, protein shake in hand, itching to start creating inspiring content for your organisation, then shine on. If you want the same results but don’t have the time, take heart, because there is another way. Simply find a personal trainer who’s on your wavelength, throw the sweaty lycra in the bin, and get set for maximum gain, with no pain…