Notice that we haven’t even gotten to writing yet, which for most advisors is where a content program would likely focus, at least at the start. That comes next, after you’ve gotten your elevator pitch down and have spent some time watching yourself opine on the topics that matter most to you.
That’s when you start writing, and for every minute spent writing there should be five spent editing, with more time spent cajoling people who you know will be honest with you to give their feedback on what you’ve produced thus far.
There are other factors to consider and issues that will arise (we haven’t even discussed how to fight through writer’s block yet), but the steps above should help get your content program started from a position of strength.
Chris Sullivan is the managing director of MacMillan Communications. He was horrified the first time he watched himself speaking on video.