With the ever-growing and rapidly adapting online world – spear-headed by the social media giants – taking over the scarce attention we all hold dear in the modern world, there is most certainly no shortage of content being created and consumed for the majority of the human population. 

With this comes an easily attracted habit of consumerism – not necessarily or specifically in purchasing form, but in the form of content consumption.

You know the feeling, the one where you’re lying in bed with the fullest intentions of slumber and your hand starts creeping towards the lure of your phone screen, containing within it all your favourite social media and online channels.

Before you know it you’ve lost that extra half hour of sleep you’ll crave in 8 hours from now for the reward of hundreds of new pieces of mini content now swimming around in your brain.

This would of course be all fine if those new pieces of knowledge about those around you were ultimately worth knowing – but the plain truth which we can all practically agree on is that each time we put down the phone to sleep again, we can’t help but wonder if it was worth it…

But of course with consumption of content inevitably comes a creator of content. One cannot exist without the other, period.

And this is where as a business owner that values content it starts to get serious.

Because as a business owner in the modern world, creating content for your audience to consume is critical.

It allows them to receive value first, to follow your story and to ultimately build trust with you.

It also can’t be denied that as a business owner, consuming content is a major way to learn – there is an avalanche of content online for business owners to get their hands on that will rapidly help them grow their business.

But there is also an undeniable correlation between content creation and business success, coupled with a correlation between content consumption and business growth plateau.

This is because content consumers differ greatly from content creators in their mindsets.

Content consumers are told what to think whilst content creators are the ones doing the telling.

Content consumers are continuously wondering what the next step to take is whilst content creators are out there taking the steps already.

Content consumers are dictated by the market trends whilst the content creators are out there creating the new markets.

But the mastery of content is found in the balance between creation and consumption.

When we first start out in business, the swing is going to be heavily in the favour of content consumption, then as we begin to get some runs on the board it becomes our responsibility to share our learnings with others – resulting in the swing moving back towards the content creation end of the spectrum.

If you’re noticing that your business growth has come to a halt, take a look at your current actions and whether they suggest you’ve been consuming content, or creating it.

Consuming content is all well and good, but only when it is backed up by action that is taken as a result of the learnings received. 

Is it time to take your eyes off this piece of content and go create your own?

Darcy J Smyth is the Lead Trainer and Creator of the Tonal Persuasion Method for Sales – a methodology designed to help you close sales without the dreaded ‘Hard Sell’ in the modern business world.

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