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By Jonathan Gebauer (@jogebauer)

Content creation is at the heart of any successful social media strategy. But there is one thing that will make all the difference between you and all the others out there.

And that is the passion you put into your content creation.

Passion is what made blogging and bloggers become more successful than established newspapers. Passion is what made home made content generate more views than professionally optimized brand content by advertising agencies.

Passion is what made people like Philip Bloom or Jeff Bullas become industry heroes when all they had at their marketing disposal was a blog and a few social media accounts.

Passion is what allows your blog post, which you can write in 10 minutes of your time, to become your secret marketing weapon.

Here is the story of my most successful post ever:

I was pretty pissed off, and I decided that I needed 10 minutes to write a rant. I wrote a post called: “Social Media Is Heading In The Wrong Direction – Don’t Follow”.

I even said in the post, that I was not sure that it deserved any attention due to its unprofessional creation history.

And then it took off. It didn’t exactly go viral (nothing I wrote ever got viral). But whenever I tweeted it, people went all over it. To this day (2 years later!) I receive replies of people loving what I wrote.

I believe that is because I passionately believed everything I said in this post.

I can teach you social media strategy. I can teach you content strategy. But I cannot teach you how to put passion into your content. If you write blog posts, you have to believe what you write about, not hire an editor to make your words more beautiful. If you shoot video, take your Iphone and shoot something you love, before you hire a team to shoot something beautiful.

Without that, you are going to fail. Or at least not be as successful as you could be.

When Steve Jobs came back to Apple in 1997, he changed the direction of the company in many ways. But one of the first things he did was to fire all marketing agencies they had been working with.

Because they failed to convey a message of what Apple stood for, believed in and was passionate about. Because they were engaging in a battle about product features and specs. (They were behind in the technology game and they couldn’t win this battle.)

But they could win the battle of being passionate about there message.

You can too. But you won’t win the battle of competing with somebody else.

You need passion – and you need a message.

(By the way: This post took 9 minutes to write. Guess I’m getting better.)

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