3 Questions you should ask yourself before creating tons of content for your business

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According a HubSpot study, if your business has less than 10 employees, you should be publishing content 11 times per month. Businesses that posted 11+ pieces of content monthly drove up to 3x more traffic than those that published 0-1 posts per month.

But for those of us who are one-person businesses or only have a small team, 11 pieces of content sounds overwhelming.

Practical Content Advice for the Solopreneur

Now, I’ll be the first to tell you that I don’t have a blog on my website. I write the occasional article for my friends and readers here at Millo.co, sure—but I’m definitely in no position to publish 11 pieces of content a month.

That’s not to say I wouldn’t benefit from it. There are inarguable benefits to publishing content on a regular basis, including:

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  • More website traffic
  • Industry authority and trust
  • Fresh content for search engines
  • Increased website rankings
  • Top of the funnel lead generation opportunities
  • Building a subscriber base

But for me (and many of you solo freelancers and small business owners with limited time and resources), it’s just not the first item on my priority list.

If you’re not sure if you should be investing the time and energy it takes to publish several posts a month, here are 3 questions to ask yourself:

Do I Want More Business?

That may be a surprising question to many of you.

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For others, you’re working a full-time job and have a carefully managed group of recurring freelance clients. Or perhaps you’ve built your own successful business to a point where you’re comfortable with your current workload and want to protect your personal and social life.

Wherever you’re at in your business, you may have a variety of reasons not to publish tons of content. But the fact remains, content creation can and will (if done right) lead to more business.

It’s up to you to decide whether that’s something you’re after.

Am I Ready to Commit?

Let’s not kid ourselves. Generating high quality content on a regular basis takes energy. A lot of it.

I always tell my clients the same thing: If you’re not willing to roll up your sleeves and stick to a regular (and relatively permanent) content schedule, hold off altogether.

Having a barren or abandoned blog on your site can speak volumes about your commitment, professionalism—and ultimately—your business.

Do I Have Something to Contribute?

There’s nothing worse than empty, sales-y content.

Many companies make the mistake that having a blog is all about optimizing for search engines. The truth is, your audience is smarter than you give them credit for. Most people are brand-skeptics online and totally hypersensitive to sales pitches.

Unless you can earn their attention and trust by providing interesting and useful content, you’re going to be wasting their (and your own) valuable time.

What’s Your Verdict?

Ultimately, only you can decide if the content approach is right for your business.

While the pros are many, there are certainly cons in the amount of time and energy it takes to do content well. But if you’ve got the energy and desire to dive into the content deep-end, it has the potential to be worth the swim!

Share Your Thoughts

What are your thoughts on content generation? Have you been able to leverage content to grow your business? Let me know in the comments!

Click here to add your comment.

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About Brian Glassman

Brian Glassman is a freelance designer, front-end web developer, and marketing professional in the Greater Chicago area. When he’s not going the extra mile for clients, you can find him listening to (loud) rock music, enjoying a craft beer, or nerding out on his gaming PC. Twitter | LinkedIn | Instagram

 

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Comments

  1. Producing great content takes a lot more resources than people realize. I recently wrote about the benefits of not publishing on my business blog for over a month. I was surprised how much time I was spending on my own content when I could have been working on paying client work instead. Thanks, Brian 🙂

  2. Creating content for your website is one thing. Creating GOOD content is another. I think many small business owners don’t always know the difference. I post when I feel that I have something valuable to say. I cannot see putting info on my site just to do it. Thank you for your great article!

  3. Clarissa says:

    Hi Brian

    Thank you for this honest article, and this kind of honesty needs to be spoken out in this market. I am in the process of creating all the content for my blog, as I will be officially launching my blog on the 1st of May 2016, and over and over I have been asking myself, will I be able to keep up with the demands of content creation.

    Truth is, I don’t see another way to build my brand or email list, without doing the work, as the cash flow is low.

    So in answer to your article is this. Is there another option?

  4. Really good questions!

    And my verdict is:
    If you want more business and you have something to contribute, there’s no better way than creating content! But you must be ready to commit, especially when you have your own blog.

    If you have patience and good strategy it”s a powerful tool that can bring great results!

  5. Hi Brian! Great article! Definitely I’ll work on more articles on my website that might help some startup designers. I’m not sure how writing for designers will bring me more projects but I’m doing it for the sake of help not for projects or search engine optimization.