Do You Know Who's Creating Your Content?

It's a fair question. Why do I ask?

Well, if you're outsourcing your content creation, you need to understand their background. What skills do they bring to the table? Can they think past linear executions and show you real strategy? Or are they simply mailing it in and doing whatever automated software is cool this month is telling them to do.


As I have said before, you can create and develop content sitting behind a desk. Sure, I'm writing this article. Sitting in my office, watching my 12-year-old lab stretch across the floor. However, I'm usually out talking to and getting to know my clients' audiences. 

Once you do that, you can then begin to understand what is they want from your brand AND THEN what you can start creating. It's very organic. Not in it'll-happen-when-it-happens sorta way, but in a sense that you actually give a damn as a brand. Now you're actually listening.

Smart content can be developed, curated and diced up in different ways to not only work harder but be more efficient. For instance, look at Garden&Gun. Living in Charleston, SC, for 13 years before moving to the Asheville area, I am a big fan. They write great articles, and they know how to use them. Every so often I'll see a social post and I know exactly what issue it came from. The article was written a year ago, possibly, but it's still relevant and people probably forgot about it. 

That's smart. They're using their own content efficiently. 

So, think to yourself. (I can hear the wheels turning right now)

Who's doing my content? Do they know my brand? Do they know my audiences? Are they making it work as hard as it should? 

Doing Videos The Right Way

So, still on the fence about adding video content to your site or landing pages?

80% of all internet traffic will be video by 2019.


Yep, better hop off the fence and get moving, but before you begin, please listen to what I'm about to tell you. There's a right way to do video.

1. Know Your Brand - Understand how your brand talks, walks and looks like. That will help you as you relate to your audience. 

2. Say Something - Get to know your audience. Find out what they're looking for that your brand can help communicate. Dig deeper. It's not all about you, but talk to them.

3. Be Entertaining - Have fun and be yourself. And if you can't do that, there are other ways around that. You don't have to be on camera. Get creative. 

4. Short and Sweet - Get in and get out. Simple as that. Don't linger. Make your point and move on.

5. Be Efficient - The smart way to produce video is to think about how you can get the most bang for your buck. When I was the Creative Director on Terminix, we created a Ride Along series with Terminix drivers. A fun way to get to know the keymen. So, we would pre-plan and shoot 5-6 in one day. That content would last us for a full season. 

And as you've heard me say before, keep it simple. 

Oh, and I'll leave you with this if you're still thinking video content isn't right for you. 90% of consumers say videos can help them make buying decisions. 

Yep, I think you're hearing us loud and clear.



Darth Vader's Guide to Great Content

Ok, we all know who Darth Vader is. Right? I hope so. If not, please move to one of our other posts. 

Darth Vader was a content expert before his time. Well, he was in a galaxy far, far away, but it holds true to our galaxy as well.

So, what did he know? 


He knew brands need a voice. (Feel free to read the rest of this post in James Earl Jones' voice)

When he talked, people listened. It was what he said, and how he said it. Never varying from his brand and always backing it up with action.

Sure, I know, Darth Vader ... content ... bit of a stretch, but it's really not if you think about it. You still remember him, don't you? He's one of the most iconic figures of the last century. That voice of his did something to you. And it's not the only voice you're hearing. 

Every day you're hearing different voices coming at you. The smart ones are whispering thoughts to you and have you nodding your head long before you know it. 

It's not the force, but it's darn close.