I have heard some really bad advice about content creation, content marketing, and brand journalism.
The Internet is filled with some great advice, but there’s a lot of crappy advice that I’ve overheard, read online, or been directed to follow by
clients—and which I’ve strongly advised against.
What follows are my eight least favorite pieces of advice on content production. Please add yours in the comments below:
‘It’s all about video’
“You have to create video. Everything is video now.”
This is uttered as if television hasn’t existed for 85 years. Video? What is this “video” you speak of? If video was the be all and end all it would have
rendered text, audio, and images worthless. They’re not, and that’s why video is not the only way to communicate your story and message.
My irritation with this (and other) bad advice is that it’s uttered without any inquiry into the goals or desires of the company and its audience.
Yes, video is valuable, but it’s not necessarily for everyone. What’s the best way to convey your story and information? Is your business visual? Do you
have really interesting stuff to show? Would a picture of your product and its workings be a far easier way to demonstrate what it is you do? Do you have
dynamic and smart people who work at your company that are great on camera? If yes to any and all of these, then create video. If not, then you don’t need
‘Create viral content’
I have a video on my old YouTube channel that has almost 400,000 views. It’s viral, but has
absolutely nothing to do with my business, and therefore it’s done absolutely nothing to help my business. That’s what most viral content will do for your
business too. Nothing. Unless you’re in the business of selling cat toys, an adorable cat video is not going to do anything for your business. (Read
“Popular Videos Aren’t a Sign of Impending Business Success”.)
Asking a video producer to “create a viral video” is the equivalent of asking a film producer to “make an Oscar-winning movie.” We all know that’s not how
content is produced. You try to produce the best content you can, and then you hope for the best.
At Spark Media Solutions we have techniques to architect virality into content, meaning we have
methods to insure a certain level of pass-along, but in no way do we say to our clients that we create viral content.
The reason everyone wants viral content is they want heavy distribution without having to pay for it. Who wouldn’t want that? Planning to go viral
often leads you down a completely inappropriate path, where you’re looking for ways to “game the system” and not necessarily create videos that are
appropriate for your business.
‘You have to be on __________’
Whenever a hot platform emerges, you will inevitably hear an expert tell you that you have to be on this new platform (e.g., Vine and Pinterest).
To prove their point they’ll parrot a bunch of statistics about the new platform’s growth and then point to a few examples of companies that have done
really well using them. Here’s one thing no one takes into account with these new platforms: Someone has to be on the front page on Day One, so someone is
going to be insanely successful by the mere fact of being there.
For example, every now and then you hit the social media lottery and your identity is the one recommended on Facebook, Google+, or Twitter. When that
happens, you start getting thousands of followers for no apparent reason. It has to happen to someone, and they’re the ones who will be touted as success
‘Build content to increase followers, engagement, and/or views’
When we see numbers increase we think we’re doing the right thing. Honestly, if you just open an account on any social network and do literally nothing you
will see your numbers go up. Post a few things, and you’ll see those counts go up a little faster. Social media numbers go up regardless, and we get
excited about them and tout them as levels of “success.” They’re often not. They’re usually just vanity metrics because they look good, but in reality they
don’t show how your content posting translates into actual business.
The mark of artistic success is how many true fans you have. A true fan is someone who is so dedicated to your work that they will purchase
whatever you put out, attend your next show, and go out of their way to let everyone know about you.
Journalist Kevin Kelly noted that in the Internet age an artist can make a living if he or she can assemble 1,000 true fans. The real advice should be to create content to attract and retain true fans.
You have to publish every day, or X times a week
Oddly, I get this more as a question than a piece of advice. I’m always asked, “How many times a week should we post?” That all depends on what information
you’re disseminating and what your audience demands. You could get by just posting one article a month as the new online magazine Matter does. It’s building a strong brand on just that kind of content development. Yes, more is always better, but
not at the sacrifice of quality. So, if you can make something twice as good by posting half as much, then focus on making it better.
Get an intern to do it
This falls under the same category as, “What’s the cheapest we can pay for this content?” There are many media sites that have figured out how to run a
business on producing the cheapest content possible. Publish a ton of content that drives traffic and place advertising around it. It’s simply an
arbitrage-type system. If a page costs me $ X and I will make an average of $ X +$ 1 through advertising, then it’s worth it to me to produce as much content
at $ X as possible.
If that’s not your business model, which is most of us who are not trying to make money from a media site, then avoid the low-cost content technique. If
you’ve spent a fortune building your company brand, cheap content will quickly reverse that trend, and you’ll be spending so much more money trying to
build back a brand you’ve tarnished with low-rent content.
Make sure it’s perfect before you put it out there
In certain situations this may be true, but so much online content thrives on imperfections. It’s the way content evolves and people get to touch it and
engage with it. This is not the same as producing cheap content.
Extremely popular blogger Chris Brogan has a litany of posts that get hundreds of comments while some of his posts
only get a few comments. In an interview I did with Brogan in my “Be the Voice” series, I asked him why there
was such a great dichotomy.
“I usually write my blog posts so that they’re not entirely finished. I leave a lot of open space for you to add your opinion. And the reason I do that is
because I want you to feel like there’s some contribution and some give or take to the experience. I’m not writing thesis and essay and editorials. I’m
writing things where I have something in my mind and I want to share it and get your ideas too,” said Brogan. He does it because people love to give their
If you want some engagement with your content, it might be a good idea to not make it perfect. Also, you may have limited information and won’t have the
time to make it perfect. In some situations it might be best to just put what you know out there and create the piece as a living story that you’ll update
This is dependent, though, on what’s most appropriate for your brand. If you’re part of a medical outfit and you put information out there that hasn’t been
thoroughly vetted, then that could not only damage your brand but also bring about a lawsuit.
‘Create great content,’ or, ‘It’s about quality, not quantity’
This simplistic advice is not advice. It’s like telling someone at Goldman Sachs to “buy low and sell high.” Sadly, experts I truly respect in social media
have uttered this completely useless bromide. It’s obvious.
The “secret” to creating great content is this: Hire really good and experienced writers, producers, and photographers—all of whom will probably be
expensive—to produce the content for you.
Yeah, I know you wish it was something else.
Ultimately, what is most annoying about bad advice is it doesn’t take into account the goals and audience of the company creating the content. Before
anyone gives you content advice about your business, make sure they know your business and your audience.
In short, if it sounds like bad advice and something that would make you feel dirty, it probably is.
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