That's insane right The best part about eating

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and say, "Hey, can you finish this bowl of ice cream for me I just want a really messy bowl."  ice cream is the process of eating it. And since we are so absorbed in the process itself, some interesting actions unfold. I mean, we tinker. We make ice cream better. Add toppings. We put it on things, on things, and next to things. We innovate because we focus on the process rather than our obsession with the end itself. What does this have to do with content marketing There is nothing. I just wanted to talk about my favorite desserts. Just kidding – of course the answer is “everything”. If you study the most creative content marketers, you'll find that they approach their work the same way most of us approach a bowl of ice cream:


they make the process important and the final Not the result. And as a result, they get better end results. Too much contentmarketing goes through the motions. JayAcunzo says he finds the most joy in the process. Click to Tweet The action also has psychological benefits. That's right – there's science at work Special Database  here. It's not just one guy hanging out on a frozen treat. And that science is just one of three key behaviors that drive the most creative behaviors in us. 1. Truly creative content marketers do essential work, not “telics” Here's the science behind the ice cream metaphor: When you eat ice cream, you are inherently motivated to eat it. You do it for its own sake, regardless of the end result. The opposite of essential is telic. If an action is telic, it is done for the sake of an end result – created for a clear purpose. If you focus too much on that end result, that is, if the activity is completely telic, it becomes something no one wants to complete, and very few people will do anything cursory. Here's the rub, my friends: marketers have turned content marketing into a telic activity.






A formula is required. Best practices are required. We want to skip to the final result as quickly, cheaply, and iteratively as humanly possible. Put another way, too much content marketing creates movement. But the best among us find joy in the process. They love creating things, tinkering with frameworks to do it, and testing processes and workflows. Because it's just for fun. And this actually gives a better end result. Carefully selected relevant content: 7 characteristics of successful content marketers Example: Julie Kim, Director of Content Marketing at Slack Slack is the fastest growing business app ever. Its internal communication and chat tools are nearly ubiquitous, especially among tech-savvy companies. And that content focuses on the content itself, not the results generated from it. And Slack can ultimately get better results. It all started with a focus