Getting Stuff Out the Door

No matter how much content you produce and post, I'd be willing to bet that you think you ought to be doing more. And if your job responsibilities include marketing, I'd double-down on my bet.

Contributing interesting and valuable content to the worldwide conversation is easy to do – there’s virtually no barrier to publishing – but it does take time and focus. And that’s always in short supply.

For instance, I have an e-book idea in the works about brand journalism, and another idea to start posting Google+ video interviews with content marketers. Great ideas, but they haven’t seen the light of day yet.

What’s on your desk that you can’t get finished?

Gary Vaynerchuk, the hyperactive social media marketer, has figured out one way around the roadblocks. He has assigned one of his employees to be his Content Assistant, to help Gary capture more of his ideas and turn them into finished content. I think this is a brilliant idea and a likely new corporate communications job. I liked it so much I blogged about it in my last post (thanks for the inspiration, Gary!).

Don’t despair if you don't have a Content Assistant following you around. Here are some tips for getting more content posted:

• Break it up into smaller chunks. You don’t need to write a novel or even a 1,000-word post. Shorter is better anyway.
• Share visuals. No writing involved.
• Trawl Twitter and LinkedIn and other social media for interesting links you can share. Even better, write a one-sentence intro to the link when you re-post it. Again, shorter is better.

Working with people to achieve their content marketing objectives is what we do at JGC, so if you’d like some help navigating the roadblocks, give us a shout at contact@jgcllc.biz.