Sorry Joe Pulizzi, but when it comes to content punditry we defer to the Jedi (Content) Master. The force is strong with that one. Just look at what he’s said on Twitter:

A lot of marketers (not you, of course) are doing content marketing just to say they do content marketing. If you’re not producing content for the right reasons, it’ll show. No one wants to spend time with something half-baked. That’s why “Attack of the Clones” is rated so poorly by moviegoers.

If you’re intermittently creating content marketing, either fully commit or give up now. The great green one didn’t become supreme in his abilities by cutting corners for 800-plus years — and neither will you. A disciplined approach you must take.

This goes hand-in-hand with the previous tips. Quality content takes time. The research alone should consume a few hours, at the very least. Then there’s writing, editing and more editing. And that’s just for the written stuff! Nothing done well is done fast, so plan accordingly.

Don’t expect to see instant success. Sometimes it can take weeks and even months for the most valiant of efforts to pay off. The battle for Endor wasn’t won in a day, so cool your jets. If your execs are pressuring you for results, tell them the cautionary tale of Anakin Skywalker (a.k.a. the guy who couldn’t be bothered to take the time his craft demanded).

Everyone suffers setbacks. But doing the same thing over again and expecting a different outcome is lunacy (Death Star 2, we hardly knew ye). Our advice: if it seems like something’s not working, dive deep into your analytics. You may start to see patterns that can help you pivot. Perhaps your videos need to get to the point faster or your ledes are weak. Sometimes we try to rationalize flawed decisions, but it’s hard to argue with data. Search your feelings, you know it to be true.

C-3PO started out as a protocol droid and ended up a hero. You too can be the hero of your own saga — if you step outside of your comfort zone. Known for blogging? Try podcasting. Excel at infographics? Experiment with an interactive narrative. What’s the worst that could happen? You fail and learn something from the experience. Trust me, uncertainty is nowhere near as frightening as a rancor monster. Only one of them can bite your head off.

As I wind this down — I have a movie to get to — there’s one final piece of Yoda’s advice I want to leave you with:

This is a great reminder than even if you succeed at one thing, don’t get comfortable. Continue to create (and innovate) in ways that surprise yourself. You’ll need to in order to respond to changes in consumer behavior, what your competitors are doing and more. Rest assured, there will be disturbances ahead.

May the Force be with you!