Getting and Staying Ahead for Content Creation: A Case Study

Let me start by sharing that this is not a typical case study.

A couple weeks ago, I wrote about how authenticity is not just a buzzword and I included a quote from Elizabeth Gilbert that rocks my world. “Authenticity is collection of choices we have make everyday. It’s about the choice to show up and be real.” And today, I am going to be really frank and honest with you. See, while I know the strategies and methods to success, I have the damndest times implementing them because, you know, human person.

Let me start by sharing that this is not a typical case study. A couple weeks ago, I wrote about how authenticity is not just a buzzword and I included a quote from Elizabeth Gilbert that rocks my world. “Authenticity is collection of choices we have make everyday. It’s about the choice to show up and be real.” And today, I am going to be really frank and honest with you. See, while I know the strategies and methods to success, I have the damndest times implementing them because, you know, human person.

But the big thing that I feel really sets someone up for success is owning their shortcomings as much as their successes. And because I’m pretty much an open book at this whole business thing and transparency is really important to me, I’m coming clean.

I’m sharing my shortcomings like I would in a case study.

This is not going to be pretty, nor is it going to be self deprecating. I made the decision that I am going to share this as objectively as possible while being this close.

So with all of that out of the way, let’s get started reviewing the content creation portion of Nicolina McHugh (the business.)

If I have set expectations for readers successfully, then I am not meeting them, creating an inconsistent and unsatisfying experience for my audience.

What I Know To Be True As Of This Writing

This is a list of facts. No excuses, no reasons listed, no justification. Just facts. So bear with me.

  1. I have not written a blog post since last week. That’s right. It has been a week since I sat down at a computer, opened my content calendar, and actually did something about the queued up content. I have two guest posts to write, which have not yet been done and this leads straight into point two which is…
  2. I am not ahead in content creation. My goal was to get and stay ahead in content creation by a minimum of one week so that if I need to walk away for a week, I can. I want to have a failsafe built into my system, but it is going to take time and energy to get there that I have not been putting forth.
  3. I am not creating consistent content. This is a problem for several reasons. First, if I have set expectations for readers successfully, then I am not meeting them, creating an inconsistent and unsatisfying experience for my audience. Not good. Second, I am wasting time in my business by creating content calendars and schedules if I’m not following them. This is a time management issue. And third, I am losing trust before I gain it from people that I know that I can help with their business.
Negativity bias is a thing.

How This is Impacting The Big Picture

Know, like, trust factor is suffering. And this is a big problem. See, when you read my blog, I am encouraging you to explore the rest of it, setting an expectation that there will be new content on a regular basis, and of course, hoping that someday, we may work together. By not creating content that has been implied is coming, I’m leaving you hanging and that damages your opinion of my business and blog.

Some info to wrap your head around.

Negativity bias is a thing. Negativity bias states that even if you have a positive and negative experience of the same caliber, you are far more likely to be more impacted by the negative experience.

5:1 ratio. That’s right. 5:1. And that is how many positive experiences you must have in order to erase a negative experience.

Americans tell an average of 9 people about a positive experience while telling 16 about a negative experience. (That’s almost twice as many, folks.)

So what does it mean when your know-like-trust is suffering?

Well it can mean really negative things overall for your growth as a company. And I’m not even talking dollars and cents here. I’m talking about visibility, audience, and your email list.

Helpful hint: People don’t give their email addresses to people they don’t trust.

Steps To Improve Content Creation in Nicolina McHugh

As of right now, things aren’t looking rosey in this post. The prognosis ain’t great to be honest. But that doesn’t mean that it can’t be fixed over time and with some effort. The following are steps that I can take to get things back on track around here.

  1. Actually USE my content calendar. I mean I’m giving the thing away for free! I know it works. I’ve made it work. But the part that isn’t working right now is my use of the system. I talk a lot about systems, but what I feel like I need to work on as a business owner is utilizing the systems that I have put in place to stop these issues.
  2. Decide what needs my attention and give my attention to it. This might sound simple, but when you’re flying solo like I am this can be daunting. And though daunting tasks suck, they are usually daunting because they need to be done most of all. So time to set some realistic goals around content creation and get skippy.
  3. Improve use of time. So time management is not really something I thought I struggled with. But I’m seeing the reason that I don’t manage my time well is because I don’t know how much time tasks actually take. Using a time tracker to set a baseline is the first step to seeing how I’m using my time, on what, and where I can shave off minutes or add time spent.
  4. Build routines around content creation. Because I am a creature of habit (like hardcore), I know that I need to be establishing routines around content creation much like I would around working out (not a great example) or getting clean and dressed and fed in the mornings before work. Routines leave little room for error and for someone who thrives in structure, they are a vital part of getting anything done.

Final Thoughts For Now

As you can see, I’ve got a ton of work to do.

But laying it all out there has been super beneficial to seeing where the problem lies and how to fix it.

I hope that you found this useful. Perhaps you’re struggling with content creation as well and needed to know if nothing else, you’re not alone.

Let me know in the comments below what you have found to work for keeping yourself on track with creating content!


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