Content creator vs. content creation: How to find the right balance for your business
Content creator. Influencer. Vlogger. Streamer. Blogger. Writer.
As a business owner, do you resonate with any of these terms? Maybe, in fact, you resonate with all of them?
More importantly, do these titles excite you? Or, do they draw up feelings of resentment about your ever-growing list of demands as a business owner?
Our current digital landscape has changed the content creation game, and with it the language we use. And considering the vast majority of businesses aren’t marketing firms, it’s safe to say that the vast majority business owners are what I like to call accidental marketers, so it’s understandable if these roles don’t give you the warm fuzzies.
Chances are, your marketing strategy already involves some form of content creation—whether it’s writing blogs, crafting emails, or sharing posts on social media.
And, as consumers continue to demand more from the brands they support – transparency, values-driven practices, personalization, social advocacy, and meaningful engagement (to name a few) – business owners tend to feel an even greater pressure to be omnipresent online.
So, how far should you go?
While creating content is often necessary to grow your business, that doesn’t mean you have to fully embrace the role of a content creator.
The distinction might be a little blurred, but you have the ability to decide where that line is drawn within your company, based on the boundaries and guidelines you set for yourself.
Let’s explore how to find a balance within your company that aligns with your goals, values, and bandwidth.
Personal brands vs. business brands
Take some time to sit with your thoughts, feelings, and preconceived notions about content creation.
Are you invigorated by the idea of building a personal brand – creating a brand identity that represents and is an extension of you as a person?
For example, content that:
Revolves around your own life as a founder or business owner
Is written in first person (“me,” “I,” “we,”)
Showcases your individual beliefs
Allows your audience to get to know you personally
Organically sells your product / service / offer by sharing how it fits into your life
A personal brand positions you as an ambassador for your brand.
What do you stand for? How does this relate to your business and offerings? What content could you create around your life and self that would in turn help to grow your company?
Building a personal brand offers a lot of flexibility: as you evolve and grow as an individual, your content will naturally shift too. This allows you to pivot your business and content as your interests, desires, or goals change.
As the name suggests, personal brands also allow you to showcase your unique personality – giving you the chance to connect on a deeper and more authentic level with consumers who relate to you.
Of course, personal brands also have their limitations. The line between content creator and content creation might become even more blurred if you decide to go this route.
You may have trouble setting or sticking to boundaries if you feel a sense of pressure to always be “on” for your audience. And you may find it challenging to grow your team or delegate work if everything needs to flow through you for approval and alignment.
Note: if you’re a solopreneur, building some form of a personal brand is likely inevitable. But you still have control over what that looks like, and where you draw the line in terms of what you are open to sharing and what you’d like to keep private. I discuss this in more detail below!
Alternatively, maybe you’re hoping to focus on building your business brand.
In this case your content would primarily focus on your company or organization, positioning the brand as separate from you as the founder, and any other employees that work there.
For example, content that:
Showcases what the brand stands for or values
Is written in third person (referencing the company or employee by name), generally creating the impression that this business is a separate entity, with more than one person working for the company (though this is not always the case)
Focuses primarily on the company product / service / offer
Building a business brand can allow for a greater sense of work-life balance. There is less pressure to show up at all hours of the day to share the behind-the-scenes of your life, and so you can more or less “set and forget” your content (this is not to suggest you don’t need to be engaging with comments or messages though, this is important regardless of the type of brand you build!).
Further, since the content is not focused on you as an individual, you can begin to build a team of freelancers or employees to support with content creation.
Unfortunately, business brands are often more challenging to build and grow. Consumers tend to trust brands less than individuals, and it can be difficult to stand out online amidst the competition.
Weigh the pros and cons of each of these routes. Which aligns more with the type of content you’re looking to share and the business you’re hoping to build?
Within both personal and business branding, there are countless ways to customize your strategy further to fit the unique needs and vision of your company. You’re bound to find a path that feels authentic and sustainable for you.
Personal vs. personable content
Whether you decide to focus on creating a personal or business brand, there’s another distinction to be made within the type of content you share:
How personal will you get?
I have an entire blog post about the difference between personal and personable content, as it relates to online privacy and openness online.
Essentially though, it’s up to you to decide where your comfort level lies when it comes to opening up and sharing online.
This is yet another opportunity for you to set the boundaries that feel right for you.
Here are some questions to consider:
What details are you comfortable sharing about the people in your life or company? Will you use their names, or stick to general descriptors?
How in-depth will you share about the struggles or challenges you face within your business or life?
Are there certain topics you or your company prefer to avoid altogether?
Will you share photos and videos? What guidelines could you establish here to protect your privacy, and the privacy of those around you?
Is your personal or company location public? How specific will you be when it comes to sharing location(s)?
Will you share content in real-time? For safety reasons, consider creating a buffer by waiting to post about an event or activity until after it’s over, especially if your content leans toward the personal side.
The choice is yours. How far is too far for you individually? What feels good? What are you okay with?
Remember, when it comes to oversharing,
“We all have different comfort levels. I may see the possible ramifications of what someone else shares and decide I couldn't share that kind of information because it's out of my comfort zone. But the ramifications may not exist for the other person in the same way, or that person may not be bothered by them. Oversharing isn't about the sharer – it's about the person who is taking in what's shared.”
Take some dedicated time to reflect on what aligns with your personal values and comfort level and go from there! You can always shift your strategy over time.
Setting goals and implementing boundaries
With so much external messaging seeming to impose guidelines and ‘rules’ for success, it’s easy to forget the autonomy you have as a business owner.
The reality is this: your business is uniquely yours. You have the power to make the rules and define your own path.
So, how far do you want to go?
First, take time to clearly establish your marketing and business goals. What are you hoping to achieve by showing up online?
While you can’t control desired outcomes like follower numbers or engagement level, you can control your own actions and goals as they relate to these outcomes.
Consider how you can aim to reach your goals, without overstepping into the content creator space any more than you want to. Build your marketing strategy accordingly.
Which platforms will you have a personal and/or brand presence on?
How often will you show up on or create content for each platform?
For example, 1 monthly email, 1 monthly blog post, 3 weekly Instagram and Facebook posts.
Can you set up software, tools, or processes to support you?
For example, software which allows for social media or email scheduling, or the creation of a content calendar to help you plan out your week or month.
Can you ‘contain’ your content creation to certain hours or days by batching tasks?
With each of these questions and considerations, be realistic. Do you have the resources (time, energy, budget) to show up on each of these platforms? Can you commit to this level of content production consistently?
I often find it helpful to set an initial baseline for content creation with myself and clients. This is my firm, non-negotiable number.
On weeks where I’m feeling particularly inspired I can always go beyond this number, but I am intentionally choosing to do so. And I don’t feel the pressure to go beyond this baseline if I don’t have the time, bandwidth, or desire to.
Get comfortable with your decisions
With any decision in life or business, there’s an associated opportunity cost.
If you choose to set firm boundaries around your content and that involves sharing less transparently or reduced posting levels, there will inevitably be a trade off in terms of engagement and potentially sales.
Less posts = less eyeballs on your brand.
But these boundaries are also likely allowing you a lot more freedom in your life and business.
With less pressure to be active online, where else are you able to show up? What has this reduced posting allowed you the time and energy to do (in your life AND business)?
There’s a balance to be found here, which can be found with an intentional look at your business goals and personal desires.
Where does it make strategic sense for you to show up?
Are you doing something because you feel you have to? Or is a particular platform or post frequency a real lead generation avenue where your time and commitment yields important and valuable results for your business?
Once you’ve set your goals, frameworks, and boundaries, remain steadfast in them (easier said than done, I know).
This is your business, and it’s essential that you feel aligned with and excited about how you’re showing up.
By honouring your boundaries and staying true to your values, you’ll not only create a more fulfilling experience for yourself but also build a business with lasting impact.