Good evening gang!
Most small business owners don't have a content problem.
They have a too many options problem.
You've probably felt it. Someone tells you you need to be on Instagram. Then someone else says short-form video is the only thing that works anymore. Then you read an article that says email is the highest-ROI channel and social is just renting an audience you don't own. (I might even be guilty of saying all these things to some of you!)
All of that is technically true. And none of it is helpful when you're sitting down on a Tuesday morning trying to figure out what to actually publish.
Here's the thing nobody tells you early enough: you don't need to be everywhere. You need to be somewhere, consistently, long enough that it starts to work.
That's it. That's the whole strategy at this stage.
The business owners I watch build real traction from content aren't the ones with the most platforms. They're the ones who picked a lane and stayed in it long enough to figure out what works. The ones bouncing between TikTok and LinkedIn and a newsletter they send whenever they feel like it? Still starting over every three months.
Picking your primary content channel isn't a forever decision. It's a right now decision. Pick the one that fits how you actually communicate.
If you love to write, start there.
If you're more comfortable talking, video or a podcast might click faster.
If your audience is already checking their email, start there.
The worst pick is the one you'll abandon in six weeks because you hate it.
A Quick Sidebar Though...
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Last monday was about learning what kinds of content you need to make.
Remember that you can make all sorts of different kinds of content on every platform. You just need to get creative! |
This week's Quest:
Pick your primary content channel. One. Write it down.
Then answer these three questions about it:
Where does your audience already spend time?
What format feels most natural to you?
And what can you realistically commit to a few times a week?
If you're already publishing somewhere consistently, this task is about naming it officially and committing to it as your anchor.
Everything else is secondary until you've got a real rhythm going here.
If you want a gut-check on which channel makes the most sense for your business, reply and tell me where you're at. I read every one.
And as always: If any of this sounds intimidating for any reason, why not join the Side Quest Solutions Facebook group and lets have a conversation about it!
See you Wednesday,
Steve
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