The Rise and Fall of Business Busyness and How it Affects Your Content

May 19, 2023
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I recently wrote a post about how our business seems to run in cycles:

  1. A crazy month 🤯
  2. A slightly quieter month 📉
  3. An even quieter month📉
  4. A busier month 📈
  5. An even-more-crazy-than-the-last-crazy-month month 🤯🤯🤯

and so on....

I think a lot of us are like this too; one minute business is mental, and the next it's quiet. So, how should your strategy towards creating your own content change in that time? How do you focus on making sure that you can still provide great work for your clients, whilst maintaining the consistency of content that encourages fresh leads through the door?

Bulk Content Creation

The key is Bulk Content Creation (BCC).

Now I can hear some gurus saying "Your content needs to be fresh and keep up with the times and trends which can pop up and disappear in 24hrs - you'll miss them if you only do bulk content creation".

Yes, I 100% agree, but these happen maybe once every few weeks. Every now and then a TikTok trend blows up, people like it, and then try to ride the wave. But 90% of your content doesn't have to be like that.

Advantages of Bulk Content Creation

The reason we like BCC is because it allows you to create a high volume of good quality content during your quieter business months. This gives you a catalogue of content and the ability to drip feed it into your various channels - social media, email, etc. - over the next few weeks and months.

Bulk Content Creation in Practice: Edinburgh Business Stories

Our podcast - Edinburgh Business Stories - involves myself and ActionCOACH Alan Smith having amazing conversations with multi-million pound business owners in Edinburgh. These come out every other week, but that doesn't mean we shoot, edit and schedule a new podcast every fortnight. If we were to film just one of these every other week and have the edit complete in time for it to go live it would probably work fine - but no one would think that's the smartest way to go about it. Instead, the smart plan of action is to record three or four in one go, get them edited and then give yourself a few weeks or more before the next shoot is needed. Compared to the constant stress and rush of having an edit that needs finishing, this is a far more efficient way of doing things.

The Problem with Content Creation

The problem with content creation is your "normal" content generation requirements often don't have a deadline. You don't need to post on socials every day, it doesn't really matter if you miss your weekly email campaign, no one likes your LinkedIn content anyway, so missing a week when you are busy won't matter. So, when you get busy, you just stop. Your social media channels, email campaigns, and fresh website content all run dry. How can you stop this from happening?

The Solution

Most of the time, I find YouMore is as much of an accountability partner as it is a content generation machine for your business. Our job is to make sure you stay consistent with your content. It is so easy to think "I am busy, I don't have time to film/post/create/share", but much smarter folk than me have said that, when you are busy, that is the time to really push your marketing and keep your foot on the gas.

So, bulk create! Let's make sure that in your downtime we create as much content as we can, with variety to keep things fresh and interesting in the long run. This will also save you a lot of time; rather than us coming out to shoot 3 or 4 times, we can come out once, capture loads, and then spend the next few months editing and implementing it. As a result you'll have a steady, consistent flow of content across your channels.

We are used to being the driving force behind your content generation and implementation, and this is by far the most effective and efficient way of producing your content - both for you and ourselves. So when you're thinking about your content for the future, consider bulk creation!

In the meantime have a read of our other articles on the evergreen and deciduous content and the pros and cons of bulk vs. spontaneous content creation.

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