Quality content starts with creating content your audience finds helpful or solves a problem for them.
Content marketing is quickly becoming the buzz word of the year and for good reason. It allows for brands to establish themselves as experts in their fields and coupled with the power of social media allows you to showcase the best your brand has to offer all while embracing the philosophy of providing usefulness.
The problem with creating content is that too often smaller brands without the leverage of huge budgets and teams of content creators are often hung up on the notion that quality content needs to be perfect and that if they don’t create perfect content they will be ignored. This notion that content needs to be perfect often freezes individuals and brands from producing any content at all and puts them at a disadvantage that could eventually lead to losing the front of mind that most brands are so desperate to capture.
This paralysis and fear of not creating content also extends to the tools we use as well. It is common place for many of us to feel that without a professional writer or designer on staff or without purchasing the best digital camera on the market to use in creating content they will simply fail and decide to not engage in content creation at all. If you look in your pocket chances are you’ll find a very powerful content creation tool at your disposal in your mobile phone and personally my phone is more powerful than my first computer. These devices that we carry with us often have HD cameras that allow us to shoot and edit great photos and videos that we can use in our content marketing efforts.
Move fast and break things
If the content you create has a misspelled word, a grammatical mistake or some choppy camera work in the end who cares because the quality of the information and the message you are sharing will carry through.
You also will learn from the experience, making the creation process go quicker the next time as you will know where you went wrong previously and each iteration going forward will improve upon the last until you reach the point where the quality of your presentation matches the already high quality of information that was contained in the content you were already creating.
What brands and especially brands with a limited budget need to remember is that in this era of social marketing and content creation is that the way to differentiate yourself is through helping others and becoming a resource that others turn to when in need of assistance and further information. Your budget and your fears cannot limit you in this endeavour or you will end up losing to a competitor who is willing to put themselves out in front of their audience regardless if their flaws and mistakes show or not.
Getting hung up and frozen in place trying to decide what type of content to create, be it image, video or written or basing your content decision on what others are doing should not influence how you produce your content. Instead turn to your audience and choose to create the content that best aligns with what they are looking for and what best serves the need of your brand. If you create videos that do nothing to help your brand and your audience then you have wasted precious resources from your business that could have been invested elsewhere.