“Passionate” has become one of marketing’s favorite words. We are all instructed to share our passions, to make our passion for our business apparent in our content marketing.
Is it true? Do you need to be “passionate” about what you do? Is it a must-have, or just a nice-to-have?
The truth about passion in business
Since we often associate the word passion with romance, we immediately associate it with that all-consuming feeling of love and lust. Outside of romance, passion is defined as:
A strong or extravagant fondness, enthusiasm, or desire for anything” (Source: Dictionary.com)
Chances are, if you have devoted your life’s work to something, you do feel a strong fondness for it, even if identifying it as “passion” is something that, at first, doesn’t seem to fit.
But it might. When we look at passion through the lens of business, it might not be quite as all-consuming. To some, passion might translate itself as a commitment to professional standards; to others, it might mean a devotion to developing expertise. It might not mean that every person you encounter at a cocktail party gets an earful about how much you love accounting, sales or your landscaping company.
For some, passion for business is all-consuming (think: any of the stars of Bravo’s Million Dollar Listing New York; seriously, when do they relax, read a book, or…sleep?). For others, it is more subtle, yet not necessarily less serious.
I spent a good part of my career trying to find my passion. The “do what you love” mantra always hit me in the heart; I wasn’t sure what I loved. I thought I had no overwhelming “passion” for anything.
But that wasn’t true. Writing is my passion. It never left me thunderstruck because I was always writing, for years — from the time I was physically able to write, I was writing. When school or work didn’t provide me the opportunity to do it, I wrote at home. I wrote publicly and I wrote privately. And when the concept of content marketing was introduced to me, my connection to it was instantaneous. These are my passions, but I tend to be quiet about them (that’s my personality), and my passions are quiet ones, things that in many ways never seemed to fit the definition of the passion that is always held in such high regard (and also, I apparently need more sleep than Ryan Serhant).
Passion and content marketing
When you hear that you should share your passions through your content marketing, it might make you a little panicky if you feel less than passionate. In those moments, focus on the definition of passion, and realize that you do have it, and you might have quieter ways of expressing it.
You might not be your industry’s greatest cheerleader, but you don’t need to be. You can convey your passion—whether it’s quiet or loud—through your content marketing approach. I’m willing to bet that you do have a passion, and it’s a story worth sharing.
If you need a little help exploring how to share your passion with the world, sign up for our personalized Script Your Story sessions. They’re fun, insightful and great at building content marketing confidence.
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