There is an underlying word entrepreneur Gary Vaynerchuk uses in his appearances, which garner thousands of views on multiple media platforms: Content.

The game is about attention.

It’s something that, as a journalist, I have believed since before I even ran into him on YouTube. It’s really simple math.

The more people who know about your company, the more likely they can be converted into paying customers but it’s not an overnight thing.

It’s going to be an underlying theme in the new year so be prepared to get sick of it.

However, content can mean so many things in today’s world and knowing the right way to go about sharing it is key.

For instance, Vaynerchuk is fortunate enough to have a team of videographers, designers and others who basically create content from his appearances.

When was the last time you talked to your fourth in command about their lives? Why not make that a series of posts?

Marco Santana

That’s what you need to do.

Look, I know, I know: not everyone has a team. But you can be your own team and you have your subjects sitting in your office.

When was the last time you talked to your fourth in command about their lives? Why not make that a series of posts on your company’s social media about that person?

• Lessons to learn from “The Last of Us”
• My thoughts on Orlando’s tech community
• Repeat after me: “My people are my content”
• Reporting on the Pulse shooting. 5 years later.
• On rocket launches, historic tragedies and tech

The interconnected nature of the world today means more people are interested in someone else’s story.

Get on their radar by giving it to them.

You want an exercise to start this off with? OK, easy: pick someone who you employ (if you’re a one-man band, you’re up, pal). Ask them about their hobbies and what they enjoy doing.

It’s what I do every day when I write about startups.

Anyway, take your discussion (or self reflection), snap a pic, turn it into 100 words and, voila, you have a post for Twitter, Instagram, Facebook and any other platform.

Yes, the platform matters and will determine exactly HOW the piece comes together. But what’s important is you highlight the people behind your company because that’s what people want nowadays.

If you have any comments about this post, let me know. I’d love to talk to you about your business.