What Does It Take to Make Content All The Time?

Content marketing? That takes a lot of time, doesn’t it? Practically a religion.

Are you in a hurry to get somewhere? Yes. Content marketing takes time. And getting it right takes a lot of work, and by work, I mean practice, not research. You can look at demographics all day, but if you really want to get going, you’ve got to start doing, start failing, learning where to avoid the failures if you can, and keep going.

Pick Whatever Platform You Want

Have you seen Vine yet? Twitter just launched it. It lets you record six second videos. Like this:

Can’t see the video? Click Here.

I just started using it. There’s probably a few ways it could be useful. I thought of one right away, and some of my friends are already making their own version. I promoted who was on my radio show like this:

Can’t see the video? Click Here.

So maybe little six second videos aren’t your thing. Maybe you prefer text? Great! Blog. And keep a great newsletter going.

A photo person? Swell! Use Instagram. Or Facebook. Or Flickr. Who cares? Pick whichever platform you want.

But How Do You Find Ideas?

You try things. You see what people are asking about. I dipped into Twitter and saw people asking about details of social media for customer service purposes. Pow. I could write a post about that. I looked on my free health and nutrition group and lots of people are asking for smoothie and juicing recipes. Maybe I’ll make a quick ebook and pop it into the Amazon store. Or I’ll have a live Hangout on Air and share recipes in real time with people from my kitchen.

Ideas are all around you. You need only scratch a tiny bit to find them. But you also have to have your “and this relates to the people I share things with like this” hat on.

Content is a “Pick and Scratch” Process

If you’re looking to build media and get some attention, you need to produce more content than just a little. Where do you find the time? You pick at it. I wrote this while I waited for a YouTube video I was uploading to process. Where did I find time to do the YouTube video? I had a space between two meetings and I knew I needed to shoot this particular video so I got things ready.

It’s the same answers I can give you for living in a little house. You find ways to keep everything functional instead of wasting it. Small houses save space. Content marketers find time. It’s related.

Serve Your Community Passionately

I think about you when I sit down to write. I think about how I can help you. I think about whether I can educate or inspire or instruct. You’re the only person I think about when I create. I don’t wonder what my colleagues are doing. I don’t wonder what’s trending. I work on finding something I can share with you to be helpful. You’re the focus. And that makes it work.

Here’s a formula I love to remember daily: First, earn an audience. Second, nurture a community. Third, empower a network. (feel like tweeting that?) If so, then maybe I’m doing my job well. If not, I’m still on step 2.

You Must Be Responsive and Fast

Gone are the days of “working on a blog post in drafts for the last week.” If the idea’s worth anything, post it. Even unfinished if you have to. You’re not being graded. You’re being consumed, absorbed, and if you’re lucky, passed around. If you don’t have time for the best blog post ever, what are you doing with your time? Reading Mashable? You have work to do.

Utterly stuck? Go for a walk. Ask yourself over and over again what your community wants. Don’t have a community of your own? Write for the community you want to serve! ( tweetable).

This is bigger than “just business.” This isn’t an avocation. This is a path. Are you willing to put in the work to earn what you want?

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  • http://www.taniadakka.com Tania Dakka

    Don’t make this so easy…you’ll put me out of work:) But I do love everything you wrote. All true – painfully. We can spend days agonizing or we can spend hours creating. It has to be published, not perfect. Thanks – as always:)

    • http://chrisbrogan.com/ Chris Brogan

      But you know that because you just had a streak of published materials. : )

    • http://judahswagerty.com/ Judah Swagerty

      Yes Tania… I had a great idea for a post that would have been a head-banger for my audience concerning the J.C. Penny’s Sales Add bomb! I’m over it now though…

  • http://www.TobyElwin.com/ Toby Elwin

    Dedication to sharing, engaging, and collaborating is such a switch that really opens worlds of reward.

    One of my favorite suggestions I immediately adopted fronk your book, Trust Agents, was to write fewer email responses/answers and post it as a blog for the community to gain and contribute. Very easy.

    Thank you for continuous collaboration,


    • http://chrisbrogan.com/ Chris Brogan

      We agree on this. : )

  • aamir

    Very Inspiring post chris.. U made it look all too easy :)

    • http://chrisbrogan.com/ Chris Brogan

      It’s easy after a while. : )

  • http://twitter.com/Carol_Sheahan Carol Sheahan

    Great post Chris. To the point. I’m new to blogging and it’s comforting to know that it’s not uncommon for it to take hours or even days to create and finalize a post. I thought it was just me! You’ve motivated me to adopt your “pick and scratch” approach so my thoughts and ideas are communicated and shared while still relevant. They don’t do anyone any good just sitting in my head. ;)


    • http://chrisbrogan.com/ Chris Brogan

      You’ll get there for sure. : )

  • seventhman

    I’ve been itching to ask you that question for a long time… and I raise my glass to all the hard work you’ve put. Now, I have to do mine & thanks for the reminder!

    • http://chrisbrogan.com/ Chris Brogan

      There you go! I’ve answered ahead of your ask. : )

  • http://profiles.google.com/lucrecerbraxton Lucrecer Braxton

    What a good post. Definitely great reminders to just do the damn thing with passion.

    • http://chrisbrogan.com/ Chris Brogan

      True that. : )

  • http://twitter.com/copyblogger Brian Clark

    >>Gone are the days of “working on a blog post in drafts for the last week.” If the idea’s worth anything, post it.

    I’d have to disagree with that. Working on one high value piece of educational or thought leadership content for a week can pay off way more than 5 half-assed posts. Take the time to create something truly worth sharing, not your random thought for the day.

    • http://chrisbrogan.com/ Chris Brogan

      We can agree on that, if that high quality post is coming. I’m seeing many people just locking up because they don’t post ANYTHING. Not even junk.

      • http://www.bernixiong.com/ Berni Xiong (shUNG)

        Agreed, as I heard Seth say that’s “stalling.” Overpreparing when it is good enough to go is an excuse people use to stall taking action.

      • http://twitter.com/Ani_LifeProb Ani

        I agree with the statement. Blog posts are not classic literature peaces and it’s good because many don’t have too much time to read deeply philosophical or research based articles in blog posts. Sometimes we all just need small, light and thought provoking ideas

        • http://www.nixonvs.com/ Nixon Virtual Strategies

          Hee heee – peaces.

          • Ani

            Sorry – English is not my mother tongue.

      • http://twitter.com/copyblogger Brian Clark

        Producing quality takes time. It’s not stalling.

        Now, if you’re actually stalling, stop that! ;-)

        Also, if what you’re calling “good enough” isn’t working, it’s not good enough. Said with love.

        • maynardwelsh4mx

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          top of the range Chevrolet from making $9407 this month and-even more
          than, ten-grand lass month. this is definitely my favourite-work I have
          ever done. I actually started five months/ago and immediately startad
          earning more than $84… p/h. I use details from here,,­ ­ ­A­s­k­2­5­.­­c­o­m­

        • http://twitter.com/samrexford #SM Strategist

          I think both things are true, there’s not just one path, but many.

    • http://twitter.com/RaubiMarie Raubi Marie Perilli

      I completely agree. I think it’s good to keep a blog filled with fresh content, but it also needs to have a good balance of both deep, resourceful content and short, less developed posts.

  • tomRmalcolm

    “Are you willing to put in the work to earn what you want?” Wow… now that’s a great “in your face” question!!

    • http://chrisbrogan.com/ Chris Brogan

      Kinda shuts things down, right?

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  • http://www.heartachetohealing.com/blog JoAnne Funch

    what a great post Chris – just what I needed today – I totally have enough content!!!

    • http://chrisbrogan.com/ Chris Brogan

      Well neato!

  • http://www.tessahardiman.com/ Tessa

    Loved this quote: “You’re not being graded. You’re being consumed, absorbed, and if you’re lucky, passed around.”

    I can almost jinx myself by trying to perfect my work before “shipping” it. That quote will serve as a good reminder, Chris.

    • http://chrisbrogan.com/ Chris Brogan

      Don’t jinx yourself. I did it today. : )

      • http://judahswagerty.com/ Judah Swagerty

        Chris, I don’t believe you… you’re just saying that to make us feel better ;)

        • Shoutheasken1961

          i agree to chris. And Tessa loved that quotes too :))

  • mike

    Double Your Money Every Sale

  • http://www.ethicalbehaviorboy.com/ Michael Belk

    Chris, I have a lot of ideas, but my problem is using the ones that are interesting to my readers. I have many interests like investing, stocks, government process, elections, etc but not many people are interested in that stuff.

    • http://judahswagerty.com/ Judah Swagerty

      Michael… write what your interested about and then your readers will align themselves with your writing! Write to see how you can serve your audience but staying within the ideas and interest you have like investing, stocks, government, etc. You could also set up multiple blogs to contribute!

      • http://www.ethicalbehaviorboy.com/ Michael Belk

        Thanks Judah, I have topics I avoid because they are too inflammatory like politics, religion, etc.

    • http://chrisbrogan.com/ Chris Brogan

      Filter, Michael. Or find a way to bucket them such that people want to see all your ideas. YOU have all those ideas. You’re not required by law to share them all.

      • http://www.ethicalbehaviorboy.com/ Michael Belk

        Chris, thanks for the advice. You are right I do not have to share them all.

  • http://twitter.com/jbalauat John J. Balauat

    Great stuff, Chris. I love how you say to “pick at it.”

    • http://chrisbrogan.com/ Chris Brogan

      Thanks. It works for me.

  • http://www.nixonvs.com/ Nixon Virtual Strategies

    Chris, I couldn’t see the Jim Kukral video and then the link under it that says to click it if you can’t see the video just opens this same page in a new window. ???

    • http://chrisbrogan.com/ Chris Brogan

      Then I apologize. It renders on 3 mobile devices (2 apple, 1 android). Might have to wait til you’re on a laptop.

      • http://www.nixonvs.com/ Nixon Virtual Strategies

        I was on my desktop at the time. No worries, just thought I should let you know.

  • http://judahswagerty.com/ Judah Swagerty

    “What are you doing with your time? Reading Mashable? You have work to do.” haha… love it!

    • http://chrisbrogan.com/ Chris Brogan

      You know, no fault to Mashable.

  • http://www.ryanhanley.com/ Ryan Hanley


    I like the idea of previewing your guests on Vine. That is the kind of use I see value in. The recipe idea I think is cool, but I don’t know if it has long-term value, maybe as a preview…

    But the point is there are definitely uses for this kind of thing. It’s the creation that comes out of it that is exciting. But in the long game the 6 seconds seems trivial and restraining…

    Love the creativity buddy,


    • http://chrisbrogan.com/ Chris Brogan

      I think people are still early days on this. I’ve seen some great stop motion animation. It’s the art phase, not the analysis phase. : )

      • http://www.ryanhanley.com/ Ryan Hanley

        “the art phase” = hanley schooled.

        Thanks dude.

  • http://twitter.com/jkbtulsa Janet K West

    persistance, persistance, persistance.

    • http://chrisbrogan.com/ Chris Brogan

      Sprinkled with growth. : )

  • http://twitter.com/bobbiklein Bobbi Klein

    Enjoyed this especially “But you also have to have your ‘and this relates to the people I share things with like this’ hat on.” So many times we have overlapping networks and communities and we must find the best way to get that information out to the correct crowd.

    • http://chrisbrogan.com/ Chris Brogan

      Very true!

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  • http://writtent.com/ Sergey

    These advices and thoughts seem to be just what every content marketer needs. Very appealing, I’m glad I found this post. Serving your community appears to me as a basis of everything, this is where content should come from at the first place. I’ve learned a lot from this post, thank you.

  • http://www.socialwiseonline.com/ Erica Price

    I’m loving this. Thanks for the inspiration.

  • Dave Crenshaw

    Very inspiring post, Chris. I especially love this: “Ideas are all around you. You need only scratch a tiny bit to find them.
    But you also have to have your “and this relates to the people I share
    things with like this” hat on”

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  • Codrut @ StartABlogHowTo.com

    I think there’s time for brief content, and time for insightful (viral bait posts) – that’s why we have multiple platforms, each with their pros and cons.

    What do you guys think about Vine – will it take off? When? Why?

  • http://www.facebook.com/hannah.m.couch Hannah Mary Couch

    Totally agree. Gone are the days of a weekly or even daily paper. People want relevant information NOW, and they don’t want to have to wait or look around for it.

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  • Elisha Faith

    til I looked at the draft saying $4300, I didn’t believe that…my… father in law was like truly taking home money in there spare time at their computer.. there friend brother haz done this for less than twenty three months and just repaid the dept on there house and purchased a gorgeous Lancia Straton. we looked here, jump15.comCHECK IT

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  • http://twitter.com/AmandahBlackwel Amandah T. Blackwell

    Hi Chris,

    “You try things. You see what people are asking about. I dipped into Twitter and saw people asking about details of social media for customer service purposes. Pow.”

    I was on LinkedIn and saw a couple of posting in my groups that gave me a few ideas for blog posts and articles.

    I believe it’s important to keep your eyes and ears open, as you say, “Ideas all around you.” You can find them at the hair salon (I have a hair appointment today and will keep my eyes and ears open). You can find them through conversations with people. You can find them anytime, anywhere. Record the ideas. Choose one or two, write a blog post, or pitch an idea to an editor. Keep the audience in mind, of course.

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  • http://twitter.com/codiehaddon Codie Haddon

    “Small houses save space. Content marketers find time.”

    That really seems to be the key to almost everything in life — especially everything that matters. We have to find time, and sometimes even make time, because it’s not going to make itself. I have definitely seen some of my best blogs come out when I’ve only had a few minutes to get the idea on “paper.” However, I usually like letting the thought sit for a day then looking over it to post shortly after. I can see though that in the commercial realm, the faster you can get content to the “consumers, absorbers, & passer-arounders” the better.

    Great post. Thanks!

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  • audreyaudreyaudrey

    Chris I’m trying to get to grips with why make professional content all the time and it is surely to market self or product etc in essence so shouldn’t you restrict to a key few compatible areas rather than include light weight ‘I’m off to bed now’ tweets to keep building a personal profile? Certainly you have to keep up the momentum and you give good pointers on that thanks Audrey

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  • Phyllis Edson

    While I like the article, I’m afraid of six-second videos. No wonder we all have ADD.

  • Yvonne Miaoulis

    Our VP is obsessed with his Nutribullet. He’s a walking infomercial.

    “If the idea’s worth anything, post it.” – As a perfectionist (the procrastination kind), this is what I have to keep reminding myself. Thanks!

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  • helentfield

    before I looked at the bank draft 4 $6844, I did not believe
    …that…my mom in-law trully making money in there spare time from there new
    laptop.. there uncles cousin has done this for under 15 months and just now
    repaid the morgage on there apartment and got Alfa Romeo. read more at,
    jump15.comCHECK IT OUT

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