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Constructing A Content Foundation

 In Content Creation, Content Marketing

We are in the process of buying a new house and embarking on another exciting phase of our life. So, this week I spent two days going through our new house with a home inspector and a number of other contractors. It’s always enlightening to explore every nook and cranny of a structure like that.

I spent more time in the “guts” of the house than I ever do! Home inspectors love to hang out in the darkest corner, looking at cement brick walls, furnaces, electrical wiring. Yuck! I’d rather be looking out the large windows in the living room, and sipping a cup of coffee by the fire place (which, it turns out, needs a new chimney liner!).

But the basement is where all the important things are that make the rest of the house functional and even beautiful. It must be built on a solid foundation. This was underscored by the fact that this house has had work done on the foundation. Support beams have been installed to hold up the walls and make sure the building doesn’t collapse.

Content is the foundation

When it comes to building and marketing our businesses, content is like the foundation. It is what supports our messaging and marketing. It allows us to invite people into our home, share a cup of coffee together and show them around. It provides the foundation for building relationships with prospective clients, partnerships, and more!

Without a solid foundation of content, it is much harder to communicate your value and build trust with people who come across your business, particularly online.

Trying to build your business without consistent content is like trying to build a house with no foundation.

Foundation first

Over the years, I’ve watched a number of construction projects. And I’m always amazed at how long it takes to lay the foundation. They dig a huge hole, frame out the base, pour the concrete, and I’m sure lots of other steps that I don’t know anything about. It’s often weeks or even months before they begin to build UP.

The part of the building that we all see and think about as the end result actually goes up relatively quickly once the foundation is set. And of course, the bigger and taller the structure you want to build, the deeper the foundation must go to support it.

In the same way, consistent content creation isn’t always the most glamorous part of building your business. It requires a lot of digging and diligence. We would rather hang out in the other parts, like we do in our own homes, taking the foundation for granted. But it is truly the “guts” of your business, and needs to be solidly built and regularly maintained to support the growth and operations you desire.

I don’t know much about how to set a foundation for a building, but I know exactly how to build a foundation of content for your business.

Are you a skyscraper or a trailer home?

If your business isn’t growing the way you would like, or feels unstable and inconsistent, perhaps it is time to examine your foundation. Are you a trailer home that could blow over in a storm? Or perhaps you have a foundation, but it needs some more solid beams to prop it up.

How solid is the content foundation your business is built on? Let me know in the comments!

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