Once upon a time I had a little conversation with a someone who didn’t really follow SlopeFillers, but was close enough to the industry they saw a bunch of posts come through their feed and had ended up reading a small chunk of my handiwork.
The convo went something like this:
THEM: You’ve written some really good stuff.
ME: Thanks! I’ve also written plenty of duds too, but always fun to hit a home run.
THEM: Not that I’ve seen.
ME: That’s very kind of you, but you probably haven’t seen everything.
THEM: Yeah? How often do you write?
ME: Well, for the first 4 years I wrote a new post every weekday. Now it’s 3x a week.
THEM: Wait, what? How many posts have you written?
ME: At this point…hmmm…probably 1,200.
THEM: Holy s—.
Let me see if I can boil down that conversation into two pieces.
What they were expecting is that I had a knack or skill or whatever for writing insightful marketing stories. That, given the time and resources, it’d be like a home-run derby with the majority of swings turning into home runs.
But the reality is that the content landscape and my fairly average skills mean I’m in the middle of a playoff game. The pitchers are rested and slinging sliders and 102 mph fast balls. If I make contact with the ball at all, I’ll be happy. Bat .250, I’m over the moon.
I’ve been thinking about this a lot lately, how, yes, content is about skill and stories and quality. But it’s also about stepping up to the plate over and over again because no matter how hard you try, even the best content people are batting .300. Maybe .400.
So when I was looking over my list of top YouTube videos uploaded by resorts this year ranked by views, I was surprised to see Wachusett among the typical Jackson Hole and Squaw Valley-like resorts. Then I looked a little closer at how many total videos each of these brands had uploaded during the timeframe I was looking at:
I’ve talked before about Wachusett’s well-known “Instant Commercials” that I think are super clever. But what this process has done is make Wachusett awesome at creating really good content extremely quickly.
And because content is as much a quantity game as it is a quality game, this combination of frequency + quality is giving their best efforts as many chances as possible to succeed.
And they are.
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