If you’re only creating content for content’s sake, you’re missing something important. Yes, every internet savvy creative entrepreneur is supposed to produce regular content for the blog and other online outposts, but there’s more to the writing process than sales pitches and knowledge transmission.

The internet beast is insatiable, and if your only reason for writing a blog post or producing a newsletter is to check another chore off your list, you’ll always be stressed about keeping up.

When your heart isn’t in the words you produce, you’ll never connect to your readers the way you hope. You’ll start to believe that this whole content marketing thing is a racket and that writing on behalf of your business is just a waste of time.

To remain true to your creative business vision and to keep your personal equilibrium, you must get more out of the writing-for-your-business process than “I got it done.”

Expect Your Writing to Give Back to You

Good, consistent content supported by a smart, sustained online sharing strategy will build your business because that’s plain good marketing. But, if you expect more from your writing practice, you’ll receive even more in return.

5 Unexpected Benefits of a Writing-For-Your-Business Practice

The writing process reconnects you with your “why” and helps you go deeper into the mission of your company and the meaning of your work. There’s no better way to stay true to the entrepreneurial adventure than through the personal exploration and public declarations that are inherent to this new art of online writing.
If your mission is at the core of your business, writing also helps you explore the outer edges of the work. Drafting into “what if…?” style questions will reveal new possibilities and directions.
You are able to speak more fluently about your work and what you have to offer in any setting - at an in-person networking event or in an online exchange where it’s appropriate to talk about how your company can help solve a problem
For all that you may identify as a “creative” it can be easy to lose track of your creator’s mojo due to the demands of entrepreneurship. Writing is your chance to stoke the fires of your creativity while still remaining engaged in your business.
When you start telling your business’s stories you’ll find yourself uncovering new aspects of your own story. Even if you don’t reveal everything in the public narrative, this sort of personal insight is invaluable and the essence of true success.

But Sometimes, the Writing is Still a Struggle

This post ended up being a killer to write.

I have a long term business project on my mind, my schedule is thrown off due to the snow, and life just wants my attention to be elsewhere.

Writing about how wonderful it is to write for your business seemed disingenuous as I had just peeled a crying baby from around my neck, thrust her into my husband’s arms, and growled “please, I just have to get these damn ideas on paper and then I will make dinner!”

This post ended up being the greatest test of my authenticity and my alignment to my own mission.

After a few false starts, I scrapped my original idea and wrote into the pain and frustration of having to write in the first place. I railed a bit against the content creation imperative and my own self-imposed editorial calendar. I ranted about how hard all this was and how thankless it all felt.

Most of what I wrote was garbage and only a few phrases will appear here in the final draft, but in that for-my-eyes-only scribbling, I caught a glimpse of why I’m doing all this.

As much as I kept saying I felt guilty for abandoning my teething babe and for admitting that I didn’t want to hear my kindergartener practice whistling any more, I needed the break. Only the “mama just has to get some writing done” announcement would secure me passage to the quiet oasis on the other side of my office door.

The writing practice is a demanding one, but it's all the sweeter for the sweat it occasionally demands. I see the greater worth in the process and only by walking through its fires can I emerge on the other side, honestly able to tell you that you can stand the heat and you will create something important.

Is Your Business Sustainable? Your Writing Practice May Reveal the Truth

I wrote myself out of my fevered angst and ended up feeling better when I took my own medicine, but what if writing for your business never seems to get easier or offers up the fringe benefits I describe above?

You deserve (and need!) a business that you can maintain. It may not all be effortless, but, ideally, your work only requires the smallest degree of push and strain. Content marketing (ie. blog writing, podcast production, YouTubing) is key for anyone who wants to drum up business online and it will take up a portion of your workweek when you’re taking it seriously.

If you feel like writing for your business is a constant “<sigh>, if I must,” something is wrong. This sort of resigned martyrdom will come through what you write and you’ll never get the results you hope for.

I’d love to help you through this struggle. Contact me and we’ll set up a brief chat to clear away some of your writer’s blocks and come up with a few solutions so you get more than just a blog post out of your next writing session.