You would honestly be shocked how often I see companies produce a load of content, or commission a bunch of articles, or create a great big strategy, and then that content never sees the light of day. This happens for several reasons:

• Perfectionism
• Leadership in-fighting
• Not finding a good writer
• No one feeling empowered enough to decide content can go live
• No one properly understanding how to post content to the website

Here’s the thing. Content isn’t about one, perfect article. It’s about a consistent stream of strategic valuable written, visual, or audio content designed to attract and retain a relevant audience.

The first article you publish isn’t going to be perfect, neither is the first video, or the first podcast. And that’s okay. It doesn’t have to be, it just has to be relevant, insightful, valuable, and targeted.

If you never post content, you’re missing out on so much. You’re missing out on leads, traffic, and an audience that listens to you. But the most important thing you’re missing out on, are lessons.

When you publish regular, consistent content, you learn something. You learn what your audience is interested in, you learn what they’re not interested in, you learn what format of content engages them best, and you learn which forms of content have the best impact on SEO. With that learning, comes growth.

Start posting, and start today. Not tomorrow, and definitely not once every executive and their mother, sister, and cousins, have read through the content and changed it until it’s lacking all personality and sounds like a corporate manifesto.

Not only is content a great marketing tool in and of itself, it also provides the backbone to a lot of other marketing channels. Once you have a steady stream of articles, you have content to repurpose for paid social, organic social, influencer marketing and more.

Some common examples of content marketing include:

• Blogs
• Articles
• Whitepapers
• Videos
• Interactive Media
• Podcasts

Pick one, get posting, adjust based on results.