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Like many of us in the field, I fell into content marketing coincidentally.

But I fell head over heels in love with it. Truly, madly in love with the whole idea of how it works. I loved the idea of merit-based marketing.

And then that love faded. Slowly, inexorably, it faded - a bit at a time over the past couple years.

The focus on SEO, perhaps, or the false-feeling flattery and fake smiles which make up so much of this industry. The never-ending output, feeling like you're clogging up the internet's pipes. Or simply the fact that passion can be a difficult thing to maintain day-in, day-out for five years.

Before I fell farther, though, I was lucky enough to have a conversation with Tommy Walker and Aaron Orendorff - both of the Shopify Plus content team. My content saviors.

This is our conversation. It's one that anybody looking to grow a business with content, or tired of trying to grow your business with content, should hear.

  • JQ

    Jason Quey

    over 2 years ago #

    @aaron_iconicontent_com - This quote is gold - "Because if you're a writer worth your salt you want to get better and sometimes the worst thing you can do is have an editor say 'This is great. Excellent. Run with it. Feed the beast."

    And I totally relate with you, James. It feels like day-in, day-out, I'm just feeding the content beast.

    • JS

      James Scherer

      over 2 years ago #

      Hey Jason. We just spoke about this on Slack, but I want to reiterate how tough it can be when you feel like you're just "feeding the beast." I imagine many content creators out there feel, as you and I do, that you can pour your time into content and never see what comes back from it. ROI is hard to measure, appreciation (beyond social media vanity metrics) is hard to see.

      This conversation with Shopify's team brought it home to me that the whole point of content is to show both your readers and yourself what you're capable of. Even if no one reads a word you write, there's still something valuable in challenging yourself to be better.

      Thanks for reading and upvoting!

      • JQ

        Jason Quey

        over 2 years ago #

        "appreciation (beyond social media vanity metrics) is hard to see."

        Even worse when you thank sharers on Twitter, only to find they are automation bots.

        I guess that's why I like to optimize for compliments from my peers. :)

  • AO

    Aaron Orendorff

    over 2 years ago #

    Thx, Jason. And look at you James … makin' me look smart.

    But seriously, I had a fantastic time talking with you and Tommy. Now to see it all come together … seriously, thx!

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