Sarah here. As a web designer, I know that content is what makes a website an effective, hard-working selling machine. So I asked my friend Brogan to talk about the vital importance of content creation. I know you’re going to love this guest post!

Have you got so much going on right now that you think this must be what going mad feels like?

*Slowly raises hand*

We’re constantly making decisions. In fact, as entrepreneurs, we often struggle with decision fatigue because of all the hats we’re wearing.

• Should I buy that course/program/mastermind?
• That website theme looks EPIC. And it’s 70% off!!!!

And what about all the day-to-day decisions we make in our businesses—including our content?

• Should I be upping my Pinterest game?
• Do I really need to start/keep blogging?
• Should I start a Facebook Group? (Should I CLOSE my group?)
• Is my email list big enough? Maybe I need a new sales funnel!
• I suppose I should be posting to Instagram, using Stories and going live on Insta too. Multiple times a day!
• AND WHAT IS THIS NEW VERO THING AND SHOULD I BE ON IT?!

Then before you know it, you’re in a decision-making frenzy and in need of serious help. Pronto.

• So. Many. Decisions.
• So many possibilities.
• So little time.

This is the never-ending cycle of Shiny Object Syndrome.

(We all know where THAT ends up… a burnt out, exhausted hot mess, not getting the clients we need, whilst spiraling into discouragement + despair. FUN.)

News flash: Shiny Object Syndrome happens to us all. And thankfully, the solution is ridiculously simple: Take a step back and check in to see if it’s *really* where you want to spend your time.

No joke; it really is that simple.

• Does the idea of joining a new social media platform stress you out? Or excite you?
• Do you really want to be making Instagram Stories? Or tweeting up a rant-storm? Or going live on Facebook every day for 30 days?

Take. A. Step. Back.

Seriously. I mean it.

Step away from the laptop. Close it. Sleep on it. (The decision that is. Not your laptop.)

Dial down the FOMO. Notice how you feel. THINK ABOUT IT.

• Do you really WANT to do {insert thing you’re deliberating}?
• This is what you’ll find: (Spoiler alert!)

You “need” to do way fewer things than you think you should.

How to Figure Out Where You Should Actually Be Building Content

So here are a few of my fave tips to help you answer that Q: is this where I really want to be spending my time? Where should I be building out my content?

Are your dream peeps there?

First and foremost, it’s really important to remember that you’re creating content for business. So, it makes sense to check that your dream clients are hanging out on whatever platform you’re looking at. Because if they aren’t there, then what’s the point of you being there?

The second part to this is to work out if they love being there. This is because you want them to be actively engaged on this platform and checking it daily (or multiple times a day). You don’t want it to be just something they’ve signed up for (because they heard it’s really cool) but they don’t actually use it.

Ask yourself: What social media platforms do your peeps love? And what’s their life like outside of business? (E.g. If you’re targeting busy, first-time mums who also run a business, then you probably don’t want to be sending them 2000 word blog posts every week.) Think about the type of content that best suits your audience and start there.

How many other projects are you working on at the moment?

As Greg McKeown talks about in his AMAZING book, Essentialism, the more projects you have on the go at one time, the less progress you make on each of them.

But, if you focus your attention on a few key areas (e.g. 1-2 social media platforms instead of all of them; writing your blog posts instead of writing + video + podcast + ALL THE THINGS) you make more progress overall.

Ask yourself: If you’re saying yes to this new project/thing you’re deliberating, what are you going to have to say no to? Because trade-offs are real, my friend. We can’t do everything.

Does this new thing make you feel expansive? Or contracted?

This episode of Marie TV from back in the day is such a goodie for helping you answer this Q, so I’m just going to encourage you to hop on over and watch it. So. good.

Bottom line? You don’t have to live in the never-ending cycle of Shiny Object Syndrome. You can TOTALLY reach your business and content-related goals. And you can do it by doing content your way. Minus the should’s. With personality + joy. Less, but better.

Ask yourself: Take a step back and check in to see if it’s *really* where you want to spend your time. Notice how you feel.That pause will make you a better content creator. A better marketer. A better entrepreneur.

Because the ONLY way to stop creating content like everyone else is to get off the bandwagon and create things that excite you and your peeps.

So if you’ve:

• Taken that step back and you feel like there’s too much content to create, it’s all over the place (+ nothing seems to fit together) AND you’re busy with clients/kids/life.
• Reflected and your gut is saying, YES, I do need help with my content!

Then you should:

• Join the Content Her Way Inner Circle: the 3-month long mastermind experience with less trendy, glitz + glamour, get your content done in 5-minutes crap and more practical, fun + actionable stuff that works for us mortals in the real world.

So you want to create amazing things? The Inner Circle is the incubator for your content-and-copy-dreams. Ideas percolate. Magic spits out.

Want to see what you can create? Your imagination truly is the limit.

Brogan Micallef is a Jane Austen and sci-fi obsessed content lover for people who want to grow their community through content.

Her writing has been featured on Blog Society, The Female Entrepreneur Association and One Woman Shop and she’s even been called a “content strategist mixed with a splash of psychologist.” Brogan has helped online entrepreneurs, coaches, web designers, fellow writers, and photographers craft stories, messages and content for their varied audiences. She’s also the creator of Content Her Way – a content revolution that helps busy entrepreneurs hone the art of doing content their way.
You can find her blog posts, Youtube show, online classes and group mastermind experience at broganmicallef.com and she also loves hanging out on Instagram.