I recently heard the term “contentpreneure” and I like it. It describes what many of us are doing these days.
According to Forbes, “An entrepreneur who uses content as a key pillar of their business strategy. Examples include a startup producing blog posts to market their SaaS product, a consultant who creates YouTube videos to build their personal brand through informative content, or an agency that uses a thoughtful newsletter magazine as the core of how they market their services. Content is key in how one positions themselves as a thought leader, especially when produced consistently and in service of building a community.”
The article goes on to point to content creation as a route to earning (through monetization of online platforms or collaborations).
But I don’t think content creation necessarily has to be paid to have value. One of the interesting things about online marketing is that much of it is about building community. The content creator on Instagram or Pinterest is making content to share as a means of attracting potential customers to their website to purchase a product or service. But the way content creators develop customers is not through hard sell. Instead, it’s about providing value, education, entertainment, or nurturing.
I love that as contentpreneures we can fully invested both in running a business and being a maker. Was there ever a time when those two facets of entrepreneurship were so intertwined?
I’ve noticed a trend lately of friends and colleagues leaving social media to escape its toxic qualities. And yes, that certainly exists. But I’m currently inspired by the array of creative opportunities social media and online marketing are offering to innovative makers and small business owners.