The Content Marketing Delusion: Work Still Matters

单集文稿 ...

• 00:03

  Today's riff is called the content delusion, or why you still need to hustle.

• 00:08

  So there's this unfortunate delusion that's been sold in the world of entrepreneurship, especially in the online space, and that is that the road to growth is paved with content.

• 00:19

  You can write, film, record, produce killer content, put it out there, and the world will rush to your doorstep.

• 00:26

  You don't have to put your quote self out there anymore.

• 00:29

  Just put your content out there.

• 00:31

  Boom.

• 00:31

  Success, instant winning.

• 00:33

  But then there's this nagging little thing called reality.

• 00:39

  So forget the fact that I actually really struggle with the word content for the moment.

• 00:44

  The problem with this strategy and the claims that go along with it is that it preys on a particular fear and it's based on a partial lie.

• 00:53

  The fear is exposure and judgment.

• 00:56

  We're terrified of exposing ourselves to in the flesh, failure and rejection.

• 01:02

  We don't want to go out there or be in a room or even in the world when the light bulbs don't go on and everything we work to create falls flat.

• 01:12

  So it's easier to just put out our content into that scary space.

• 01:16

  And that way we can stay cloistered and protected in our little content creation caves and have everybody come running to us.

• 01:26

  And if it fails, it'll still hurt, but not nearly as badly as if we've been face to face talking to someone and being rejected by them out there in the bountiful yet exposed badlands.

• 01:41

  So we tell ourselves, when people reject content, it's about an idea.

• 01:46

  And when they reject conversation, it's about us.

• 01:50

  And it's easier to handle a failed idea than a denied self.

• 01:55

  So we hide not just behind the idea, but behind the screens that serve as both a shield and a sword.

• 全部文稿