In Neil Gaiman’s amazing illustrated fairystory Stardust, Tristran promises a girl that he’d bring her back a star, in exchange for whatever she’ll give him. It’s the perfect parable for what happens when reality hits.
(He was trying to get in her pants. Ladies, you know this story well already. Fellas, I’m sure you know it too.)
So when a star fell out of the sky, and Tristran said he’d bring it back, the object of his affections happily said,
‘You go get your star, boy. Then when you come back you can have whatever you want.’
Phew, she thinks. That got me out of that. And the silly boy is off thinking he can bring a star back to me.
But Tristran was part Fae, and so when he went over the Wall to find the star, he got wound up in loads of adventures. He discovered not only that the Star was a woman, but that other people wanted her, too.
And, of course, because it’s a fairytale, Tristran and the Star fall in love and eventualy live happily ever after. And the poor lady at the beginning gets to be happy with whatever fella she wanted (who wasn’t Tristran).
The moral of Tristan’s story?
Dreams aren’t often what you expect.
And sometimes when you go looking for the solution to your problem, you’ll find it in places you also didn’t expect to find it.
Just like Tristran didn’t expect that his star would be a surly, gorgeous woman with a broken leg.
Publishing is a lot like that.
Lots of the time, you start out with hopes, and dreams, and visions. Your blog will publish about this or that, and you’ll grow it like this. Or, your LinkedIn profile will be filled with incredible candid videos and people will love them, and turn you into an influencer. Or that your book will be a best-seller.
Reality, when it hits, is often a shock. It might be that it wasn’t what you expected. Or that it was way more effort than you thought it might be. It might even be that you just didn’t think far enough ahead of yourself to make a sensible decision.
That’s why I’m gifting you content valuation formulae with your case study when you quote the code word Stardust.
Once you’ve got the formulae, you’ll know exactly how to assess your publishing: You’ll know where it fits, how much it’s earning (or costing) you, and whether or not it’s valuable for your business.
Which means, if you already have loads of content, you’ll know straight away which pieces of it are critical path for your earnings.
Nobody else can tell you that.
If you want these formulae, the only way to get them is to buy yourself a case study. Or, you know, be prepared to negotiate. 😉