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The Promotion Gap: Rethinking the Role of Content in Your Business
It’s a noisy world–and you’ve got to cut through that noise to get noticed. What’s the point in creating content that nobody reads or watches? How long will you keep up your content creation journey if you don’t see results? Using curiosity and tension in your content is one of the best ways to ensure your viewer will keep viewing. If you want them to move from your audience to your community ultimately, you’ll want to learn the why + how behind open loops. Read on for the how-tos and seven examples of open loops you use in your content today.
Content can indeed play an instrumental role in our business growth, but it’s only going to do that if it’s promoted effectively, if it’s optimized for its target audience, your best client, and if it’s designed to make a true impact.
listen to this content
Listen to this episode on:
Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe
Highlights in this episode:
* [00:00:52] Taste outpaces expertise; reach for improvement.
* [00:04:02] Redefining what task completion means in regards to content.
* [00:05:43] The three things your content needs to be effective in your business.
* [00:06:03] Close the promotion gap in business with 2 methods.
* [00:07:28] Switching to a biweekly podcast schedule.
In the world of content creation, like much of creative work, there is often a divide between our aspirations for quality work and the actual skill level we possess. This disparity is known as The Taste Gap, coined by Ira Glass. While the taste gap can motivate us to improve our skills, it is The Promotion Gap that poses a danger for content creators, especially those who rely on their content to market their businesses.
If you’re like 90% of the creators out there, [publishing] is the end of the time that you’ve spent on that content, and that is a problem.
Understanding the Promotion Gap
The promotion gap occurs when content creators put in the effort to create valuable content but fail to invest sufficient time and energy into promoting it. Many creators consider their efforts complete once the content is published or distributed, but in reality, this is only half of the battle. Without effective promotion and optimization, the potential of the content remains unfulfilled.
Key Takeaway:
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It’s a noisy world–and you’ve got to cut through that noise to get noticed. What’s the point in creating content that nobody reads or watches? How long will you keep up your content creation journey if you don’t see results? Using curiosity and tension in your content is one of the best ways to ensure your viewer will keep viewing. If you want them to move from your audience to your community ultimately, you’ll want to learn the why + how behind open loops. Read on for the how-tos and seven examples of open loops you use in your content today.
Content can indeed play an instrumental role in our business growth, but it’s only going to do that if it’s promoted effectively, if it’s optimized for its target audience, your best client, and if it’s designed to make a true impact.
listen to this content
Listen to this episode on:
Apple Podcasts | Spotify | Stitcher | Google Play | Amazon Music | How To Subscribe
Highlights in this episode:
* [00:00:52] Taste outpaces expertise; reach for improvement.
* [00:04:02] Redefining what task completion means in regards to content.
* [00:05:43] The three things your content needs to be effective in your business.
* [00:06:03] Close the promotion gap in business with 2 methods.
* [00:07:28] Switching to a biweekly podcast schedule.
In the world of content creation, like much of creative work, there is often a divide between our aspirations for quality work and the actual skill level we possess. This disparity is known as The Taste Gap, coined by Ira Glass. While the taste gap can motivate us to improve our skills, it is The Promotion Gap that poses a danger for content creators, especially those who rely on their content to market their businesses.
If you’re like 90% of the creators out there, [publishing] is the end of the time that you’ve spent on that content, and that is a problem.
Understanding the Promotion Gap
The promotion gap occurs when content creators put in the effort to create valuable content but fail to invest sufficient time and energy into promoting it. Many creators consider their efforts complete once the content is published or distributed, but in reality, this is only half of the battle. Without effective promotion and optimization, the potential of the content remains unfulfilled.
Key Takeaway: