Hope is not a content strategy: Stop launching content you can’t sustain

Them: “I want a podcast. I want a newsletter. I want a webinar. I want a …”

Us: “You’ll get nothing and like it!”

Well, at least that’s what we might like to say at times.

Sorry, I had to just get that out of my system. It was probably cathartic for many of you as well.

There’s nothing wrong with the tactics above. The problem is what it takes to do them well.

For those outside the communications profession, two issues are often underestimated:

1. Creating content is difficult.

2. Attracting an audience is even more difficult.

Let’s explore why.

FACT: Creating content is more difficult than you think

Start with a classic request: “We need to start a newsletter.” If you’ve worked in communications for more than a hot minute, you’ve received this request. You probably had to fight off rolling your eyes at least once.

Newsletters are fine, but they require something most people don’t have: a steady stream of engaging ideas for content and someone with the time and skill to write them well.

What most people have is maybe two to five content ideas, basically enough for one or two issues of what we would define as a newsletter.

Launching a newsletter also promises a few things to an audience: regular distribution and “news.”

Actual “news” is not easy to find. Launching a newsletter and trying to fill it weekly, biweekly or monthly is exhausting. In fact, it can become a major part of someone’s job requiring:

• An editorial calendar and intake process

• Writing, editing and approval

• Distribution channel management

• Measurement and analysis

A better approach? Just send people information when you have an organic need that comes up. Keep it simple and don't promise the launch of a regular publication.

FACT: Attracting an audience to your content is even more difficult

OK, now let’s look at another common request for content support: creating a podcast. I love podcasts and listen to many, but taking a “build it and they will come” attitude generally results in tears.

One of the first questions I ask anybody who brings up wanting to start a podcast or video series is “how much money do you have to spend to promote this?”

Nearly 90% of the time, the answer is none; 5% of the time it’s a little bit; and 5% of the time it’s unlimited — whatever it takes to make this a success! I lied about that last one. It has never happened in my experience, but a communicator can dare to dream. Right?

I think we’ve all become a bit spoiled in the social media era, where a popular celebrity, political figure or influencer can launch a tactic and have hundreds of thousands of views.

This might be obvious, but we are not those people. Getting more than a few hundred — at best — people to engage with your content is going to be hard. Very hard. You will need budget for promotion to drive engagement. Even then, you still might only find a niche audience.

Crucial questions that must be addressed:

• Is there actually an audience interested in you?

• How much budget do you have?

• Where and how will this be promoted?

• How will content be developed, created, reviewed, and approved?

• What metrics will determine success?

Without a strong promotional strategy and some budget to back it up, it’s likely a vanity project — and that’s fine if you adjust expectations accordingly.

Going back to our first example, newsletters can seem like a good bet because distribution can be relatively easy.

You just send it by email to your employee or customer base. And that’s fine, but will they actually read it, and do they want to get it?

The same problem applies to podcasts. Almost anyone can produce one or two episodes, but a consistent, robust audience is incredibly hard to develop.

Won’t AI solve all of this?

No, but thanks for asking that. We have all seen many posts about how AI makes content so easy to produce. We can now 1000X our output!

Yes, that last part is true. AI can increase output, but it can’t guarantee relevance or distribution that reaches an audience to take action: reading, watching or listening to whatever you produce.

All of that still takes humans in the loop. Humans working hard to produce good content that people actually want.

The bottom line

Creating content is hard and finding an audience is harder. I think that’s always been true and always will be.

That doesn’t mean you should never launch newsletters, podcasts or other content, but you need to be realistic about what success will take. And as communicators, we must push people on what they are really trying to accomplish and set the right expectations on what it will take to have success.

If you have a shortcut — or an easy button — for all of this, do let me know. My guess is that if you do, you’re keeping that knowledge to yourself!