Content Creation: It’s All About the Goal, Not Just the “Post”

Let’s talk about content creation, shall we?

So many businesses get caught up in the idea of “We have to create content!” They say things like, “We need to write a blog post,” “We’ve got to send out an email,” or, “We have to post something on Instagram.” But when I ask them, “What are your goals? What are your intentions?” they often stare back blankly.

It’s all good and well to be told by your niece that you have to start posting pictures of your restaurant on Instagram or writing blog posts about your medical practice, but unless you have a clear purpose, it’s just noise. You can’t simply post for the sake of posting. So, let’s break it down a bit, using restaurants as an example (because they’re the businesses I interact with the most).

I often hear restaurant owners say they want to share pictures of the chef, their amazing staff, or the wonderful front-of-house manager. Don’t get me wrong, that’s great content, but if you want me through your doors, show me something that will make me hungry. And nothing gets me through the door faster than mouth-watering, appetizing photos of your food. Seriously. I’ve seen restaurants post photos of food that are, frankly, a little too random to make me take the bait.

Take it from me: you want to share photos that sell your business, not just random moments. And that’s true whether you’re a restaurant, a medical practice, or a gym. If you’re a gynecologist, for instance, you can’t always post photos of patients (you know, Hippocratic Oath and all). But you can share behind-the-scenes glimpses of your practice- show off your state-of-the-art machinery, the cozy waiting area, and, hey, even the stylish decor! Yes, you heard me right. Sell your space. It’s crazy how many medical professionals overlook how important first impressions are, especially when it comes to the decor.

I once told a doctor I know that they had great taste in design. They were shocked, saying, “It’s just a surgery!” But you know what? I’ve been to plenty of clinics where the walls are plastered with cringe-worthy posters. The “Do you have an STD?” kind of vibe doesn’t exactly scream “comforting.” But this doctor’s space? Sleek, clean, and minimalistic. It made me feel at ease, and I told them they should absolutely highlight that in their marketing. If I’m choosing between a sterile, clinical space or a doctor’s office that feels like a spa, guess where I’m going? Yep, the one with the calm vibe.

Now, here’s the thing. Content creation isn’t just about sharing anything. It’s about strategy. Some businesses get it wrong by thinking that as long as they’re doing something online, they’re doing enough. But, as I’ve seen, it’s not just about posting random stuff- there’s a method to the madness. One restaurant I used to follow nailed it with stunning pictures of their food. Then, they got bought out by a more corporate company, and suddenly, all their posts had logos, design elements, squiggly lines, and corporate branding. What happened? I went from wanting to dig into their burgers to getting distracted by all the branding. I wasn’t focused on their delicious food anymore, but rather, on their unnecessary logos in the corner of every single post. The food? It became secondary.

The lesson here? Sure, post some behind-the-scenes stuff- show your staff, build your brand’s personality, and let people see the human side of your business. But if you’re a restaurant, I hate to break it to you, but your friendly waiter won’t get me in the door. It’s the picture of your food that will.

And here’s the best advice I give to content creators and business owners: repurpose your content. It’s a no-brainer. Whether it’s written, visual, or audio content, creating content is time-consuming, expensive, and can be resource-draining- especially if you’re a small business or just starting out. If you’ve already put in the work to create something, why not make that content work harder for you?

Take a blog post, for example. Break it down into bite-sized social media posts. Create a series of posts from the same content. If you’ve written something, turn it into a podcast episode or a video. Repurposing not only makes your content work harder for you but also expands your reach. I’ve used this strategy myself. I’ll write a blog post, record a radio segment about it, then turn that into a podcast episode. Now, my content is out there in multiple formats, reaching different audiences who prefer different types of media. And guess what? It works.

Let’s say you’re making muffins (because who doesn’t love muffins?). You could write a blog post about the recipe. Post pictures of those delicious muffins on social media. Share the muffin recipe on your radio show. But the catch is, radio is transient. If someone misses your broadcast, they’ll never hear about your muffins. But if you record the segment and turn it into a podcast, now people can listen to it whenever they want. That’s four different ways to reach your audience with the same content!

Benefits of Repurposing Content

• Reach a wider audience: Different people consume content differently. Some prefer reading, others watching videos, and some like listening to podcasts.
• Maximize your return on investment: You’ve already created something. Now, make it work harder for you.
• Boost your SEO: Google loves fresh content, so by creating multiple formats (blogs, videos, images), you’re increasing your chances of being discovered.
• Cater to different learning styles: Not everyone learns the same way. Repurposing ensures you’re reaching people in the format they prefer.
• Save time: You’ll spend less time creating new content and more time focusing on what matters- growing your business.

How To Repurpose Content

Take a blog post and break it down into social media posts.
Create an infographic based on your post.
Turn it into a PDF for people to download.
If you have visuals, transform them into GIFs, animations, or videos.
Have a video? Turn it into a series of bite-sized snippets.

So, if you’re a content creator, business owner, or marketer, repurposing your content is the key to maximizing your efforts. And if you need help figuring out how to create, distribute, and repurpose your content, feel free to reach out to me.

I offer content creation workshops that can help you make the most of what you’re already doing.

Get in touch via LinkedIn or email edward(at)jozistyle(dot)joburg.