The content you already have — Kelford Labs Daily

If you’re not creating content to demonstrate your value, I bet I know why.

You simply don’t have the time to create something new. You’re already flat out with plenty of other projects and problems, and you’re not in the market for another.

So when I say entrepreneurs and their businesses should be creating content, that can often sound like I’m saying you have toil away at some new creative project. One you have neither the time nor inclination to dive into.

But, I don’t mean that.

No, I think there’s content you already have in your business that you just need to repurpose and present.

Think about this:

Could any of your existing client documentation be stripped of identifiers and repurposed as blog posts?

Could your onboarding process (or any process documentation) be turned into a series of posts about how you do what you do (and why)?

Could the questions your clients ask you be turned into a newsletter series?

Think about the last time a client expressed a bit of embarrassment that they had to ask you a “simple” question. What if you answered that question publicly (again, stripped of identifiers)?

Is it possible your prospects and other potential clients have the exact same question?

Look, I know businesses should be demonstrating their value at a distance via content.

But I don’t think they need to suddenly spin up a whole creative exercise that’s out of their wheelhouse or agonizingly difficult or prohibitively time consuming.

I’m just saying that you should take the value you’re already delivering and demonstrate it at a distance, publicly, via channels you control.

Let’s face it, many (most?) of my newsletters are directly inspired by questions I’m asked every day, or my imagined responses to questions I wish I was asked. Or my side of arguments I’ve been having in my head anyway.

I just need to write them down.

So don’t think of content as something completely new. Don’t think of it as something that takes up your time or takes up your creative resources.

Think of it as a way of taking what you’ve already done and transforming it into extra value.

Simply by distributing it.

Simply by demonstrating it.

And that can take almost no time at all.

Kelford Inc. shows you the way to always knowing what to say. Finely crafted marketing messages for hands-on entrepreneurs.