On CEOs Who Don't "Have Time" to Create Content

I’ve talked to CEOs who don’t want to sit down and create content.

They realize that LinkedIn is important and that they should put out content but they don’t want to spend any time on it.

I’ve gotten this question way too many times:

“Can’t you just post some Forbes articles on our LinkedIn page?”

Sure, but it’s not like it’s gonna do anything.

Creating content is hard. Creating relevant content that is helpful, thoughtful and stands out is hard.

People want to make a hard thing easy. People want to have an alibi so they can say “we’re doing content.” And then they’re surprised they are not getting any results.

You need to put in the time to:

- Think about who you're talking to, what they care about, and how you can address their problems

- Structure your thoughts in a way that adds something to the conversation

- Engage with people, answer comments, and answer your messages

You can’t expect your content marketing to show results if you only spend 1% of your time on it.