Drop your content expectations | Ryan R. Sullivan, Podcast Principles

What’s the one marketing trend that you wholeheartedly disagree with?

The thing that I would disagree with is any trope that tells you that consistency is the thing that’s going to change the game for you, or quality is the thing that’s going to change the game for you. You know anything where it’s one of these one-track solutions, consistency might have made it for your business and your market.

But that has no bearing on essentially anything else.

So I’ve said it and I’ve been this person, you probably have to where we say these things of consistency, you have to have consistency, or you have to have quality or you have to have this or that. It’s never one thing.

If anybody’s telling you the answer is one thing, whether they’re telling you it is one thing, or it’s definitely not one thing. That’s not true.

It’s all about what’s going to work for you – there is no one-size-fits-all business advice.

No business is the same.

Even even even from one McDonald’s to another McDonald’s. It’s not the same, right.

So yeah, I think those tropes and kind of that one-track mind thinking of like you need to do this just doesn’t really apply to all businesses.

If you could talk to all B2B revenue leaders in the world for 1 minute, what would you say?

Stop worrying about expectations, when it comes to your content, just make great content for the sake of making great content.

Everybody talks about demand generation, and we got to generate all this demand and all these marketing companies and sales companies going crazy trying to figure out what to do.

The reality is you should have caught you should have business demand for your business. And you should have demand for your content.

Sure, the content should lead people down the journey. I’m not saying don’t make it part of the journey.

I’m saying have a podcast for example, that people just enjoy watching in general that has nothing to do with what you’re selling. It’s probably tied to your industry, your business, your market, your beliefs, ideas, opinions, that’s the foundation of it.

But people go in or b2b companies go in or whoever I mean, it could literally be a comment from content creator, beta b2b, we see it all the time.

You can tell I know if you’re doing this to sell me stuff.

That’s gonna immediately like that’s gonna immediately make me tune out. And I’m not stupid as a consumer, whether it’s b2b, b2c, I don’t care, whatever terms you want to use, as I said, they don’t apply to what I do, they don’t help me. But if you want, you can use all the terms you want. But at the end of the day, like, just make the demand for you content.

I’m also trying to just incorporate more of me into the content more of my story.

Even if you’re a 500-employee business, you should be doing that. So I think, drop the expectations and really go into this with a mindset of how do I just make this content great for a certain ideal audience member ideal listener, or whoever can take value from?

What’s the most important character trait that helps you succeed in your career? Why?

The first would be trial and error.

And because like, because I couldn’t decide on on one for this, but the first would really be that kind of iteration that trial and error like I want, I’ll be honest with you, I’m in a place where I’ve 7000 followers on LinkedIn, like I want to stop, like I want to give up like I really do, because I don’t like the platform.

I don’t really like using it.

I don’t love engaging on it. It’s working really well.

But like, and I’m just speaking for transparency here and like how I feel. But if I just went with how I felt, then I wouldn’t have any results, right?

So I’m going to trial and error and keep doing what I’ve been doing on LinkedIn for the last three or four years and just figuring out what works. And really having a balance between like I said, maybe making a little more content that gets less views and less likes but more content that I like to make, right?

And then number two, my I just have a genuine curiosity for people.

I just love people, man, like everything in life I get from people. It’s my favourite thing. I think there’s two types of people. I think there’s people where they’re in a room full of other people, and it drains their energy, they want to go home they want to be by themselves.

There’s other people like myself who people give me energy, I can be tired and lazy and I don’t want to do anything and I can connect with somebody and literally reinvigorate my energy for the next eight hours.

So that’s the type of person I am but really, one is more business that trial and error and the other is more personal, really that genuine interest in people which has been you know, I don’t want to say I’m successful, but any success I have had has definitely came from that.

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