A few important things happened to me this week that feel relevant to share with you.
I used ChatGPT’s voice memo option for the first time and it worked––as everyone said it would––waaayyyyy better than when I typed things out. I used it specifically to help me visualize a process that I’ve had in my head for far too long, but have been wildly unable to visualize. What it gave me wasn’t perfect, of course, but it was close enough that I could see how to visualize the process and then…I did. I expect I’ll be using this more and more.
I joined the crew over at Animalz to record a podcast, and at the end they reminded me that I’ve often said content marketing is “chaos.” And I stand by that. But they brought it up because our conversation made them feel like I had it all buttoned up.
Look, like many of you, I have a strategy. I have documentation of that strategy, including content types, stages of the funnel, content categories, goals, priorities, capacity, etc. I use a project management system, and build briefs for everything––and plan months in advance (I have a full calendar through October right now, with a few bigger pieces planned through February). I am fortunate to have a big, supportive marketing team that helps prioritize and bring things to market.
And still, content marketing is chaos.
I don’t want any of you to think that once you get over the hump of whatever challenge is in front of you right now, that things “get better” or “calm down.” They don’t. Beyond this hump is a hill, and beyond that a mountain, and forever and ever on until you retire. That’s a good thing. The figuring out and overcoming is the work.
It’s when things get too templatized, too monotonous, too predictable that you have to worry. Those are the things for which AI can do so incredibly well. Work your way to the center of your organization. Make content effective and strategic, and always be willing to bend the rules to test new ideas, try new channels, and expand both your expertise and your scope.
Content is chaos because people are chaos. The good kind. The worth it kind. The interesting kind. The “what we’re all here for” kind.
That’s it for this week. I’m still in it, just like you. Creating. Editing. Governing (so much governing recently, honestly). Documenting. Explaining. Encouraging. Rethinking. Visualizing. AI-ing (can we verb it yet?). Deep breathing. Overwhelming. And being grateful for the chaos and the chance to solve interesting problems with co-workers that become friends.
I hope your chaos is like that, too.
