[Content] Wishlist? What’s on yours this year?

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Towards the end of every year, I take a little time to reflect on the year that’s been. I consider what went well and the opportunities to grow in the coming year and beyond.

Not only is this exercise valuable personally. It has merit in business too. In fact, many business owners do the same.

Perennial questions arise. How to save money. Searching for growth opportunities. Identifying what needs more attention. In business, as in life, there is always something, right?

In the spirit of the season, why don’t we call it a wish list?

Come on, why not? Even the Grinch had a list like this. Once his big green heart filled with love, well, there was nothing stopping him.

Right now, you could be thinking, Seriously! A wish list? That’s like, so like, childish.

Yes, it is. And it’s also a really creative state that allows you to consider what you’d love to bring to life in the year ahead – and even beyond that.

I do this for different areas of my life, and I do it for my business too. I even do it for my content.

That’s right, I create a content wish list.

It captures all my ideas and helps shape my thinking and direct my actions in this area.

Want to know how it can help you too? Read on.

To create a content wishlist, take a step back

Before you launch like Virgin Galatic into your content wishlist, it’s advisable to take a step back.

Why? Because often we overlook what we have right in front of us.

When it comes to content, this is what happens. We feel overwhelmed and don’t know where to start. We keep creating from scratch when we don’t need to.

Many business owners jump on a content conveyor belt without revisiting what’s already in their content library. Apart from overwhelm and paralysis, you end up with disconnected content, mixed messages, and a lack of cohesion.

Worse still, you could end up creating more work for yourself. For this reason alone, it pays to take an inventory of your existing business content.

Check your website content and decide what, if anything needs attention.

Review your print and digital marketing collateral. Consider what needs an upgrade.

What about your audio and visual content? Is it current or does it need a refresh?

Once you’ve done this, you’ll have the start of your wish list.

Go blue sky with your content wishlist

Now you’ve completed an inventory of the existing content in your business, it’s time to pull out the jet pack and go ‘blue sky’. That’s right, Virgin Galatic time.

What blue sky means is identifying the content you need for your business marketing and communication, and articulating the content you’ve always wanted to create, but just never got around to doing.

Having worked with business owners from diverse industries, one thing I know is they all have a content wish list. Maybe they never called it that, but they have ideas for content that have been running around in their head since forever – and these ideas never made it to the top of the to do list.

If you’re struggling with the whole blue sky thing, let me help.

Maybe you want a website that’s more user friendly and fronts a more contemporary look. If that’s the case, there’s a good chance you’ll need to update your website content, including the words, images, and possibly even your branding.

Perhaps there’s a book bubbling away inside you that needs bringing out to the world.

Have you always wanted to produce a lead magnet to provide value to would-be customers?

Is there an email campaign you’d love to integrate into your marketing?

Or perhaps there’s a marketing landing page you’d like to develop?

What about print collateral? Is there a brochure you’ve been meaning to produce, but you just haven’t ever found the time for it?

And audio/visual? Where are you with that? Have you lacked the courage to go live or create a YouTube channel? If you did have the courage, what audio/visual content would you love to produce? Are you a vlogger or podcast host in the making?

Although this exercise takes a little time, I find it helps make things clear. We feel less overwhelmed. Paralysis shifts to analysis. We might even start to feel lighter. Thoughts might come into your head like, ‘Wow, I think we can do this.’

The final word on content wish lists

In truth, a content wish list requires no rocket science, but it does require a willingness to make it a priority.

Once you’ve made the list of content you’d love for your business, identify the tasks requiring more or less action, investment, and time. You might even call on your content creation team to start work on the wish list (wise). Remember, no business owner is an island, and the right support in good time is invaluable.

You may be feeling decidedly Grinch-like around the topic of content creation. After all, 2020 has been a year of challenge and something as mundane as content surely doesn’t deserve this level of attention.

Hmm. Not sure I’m onboard with that line of thinking.

Call me biased, however I’m a believer in the power of words. And, having worked with purposeful business owners, I know they feel a strong sense wanting to communicate meaningful content with sincerity.

When you start with a content wish list, this is entirely possible, and this makes it a wholly worthwhile exercise during your end of year reflection.

Macushla Collins is a content coach. She helps business owners, content creators and  technical professionals create content that supports clear and conscious marketing communication. If this is the kind of communication you’d like to learn more about, connect with Macushla via the contact form on this website or by reaching out on LinkedIn, Facebook, and Instagram.

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