I hate the word “content”. Unless you mean content as in satisfied or happy. That would make a “content creator” a happy, satisfied creator. That sounds nice.
But someone who creates satisfaction and happiness through the content they produce would be a “contentment creator”. You see the difference. I’m not splitting hairs or going all Suzie Dent on you here – this stuff’s important. But that also sounds nice.
What content creators really are – or should be if they’re worth their salt – is “creative communicators”.
Creative communications is about three things: message, audience, delivery.
What are we saying?
Who are we saying it to?
How, when and where are we going to say it?
I look at each piece I’m working on, consider these points and determine the best approach. Over 30 years’ experience as a creative professional helps. It’s instinctive by now.
My mantra is “don’t think, feel”. More accurately what I do is feel then think.
What does this need?
- Video or animation?
- 16:9 or 1:1?
- Voiceover or just music?
- Under a minute or “long-form”?
- Public or in-house use?
- YouTube, LinkedIn or website?
There are many permutations.
Sometimes – often? – what I deliver can be challenging. My background is not corporate, so I like to think I bring fresh perspectives from outside the box. This informs the “content”.
Sometimes I get to push boundaries.
Sometimes I have to be reined in.
Usually, the end result is a bit of both.
So how have I applied these things here?
This post was originally written for LinkedIn, a professional platform.
On LinkedIn people like text, but not too much. (This is bordering on too much.)
This is a personal post on my personal page, so I can say what I like, within reason.
It’s a good place to demonstrate my skills, experience and style.
Various levels of boss might see it.
A recruiter handing a job with a fat salary might see it.
The tone is informal and direct. I’m talking to you and you alone.
The sentences and paragraphs are fairly short.
I considered the expletive below, decided it’s OK.
I pondered on mentioning my experience. That’s me shining a light on myself. But it’s valid and something people might not know: I’ve been around the creative block. That means I know the hotspots and the shit holes. Hey, I could take you on a tour! Just follow my umbrella ☂️.
I changed “how, where and when” to “how, when and where” because while the former is potentially more accurate, the latter flows more easily. I wondered why “hotspots” is one word and “shit holes” two.
Where’s that Suzie Dent when you need her?
What this did
- Took you on an informative, circular journey that started and ended with a light-hearted reference to a well-known, British lexicographer, that topped and tailed with a lift in tone.
- Used groups of three where possible, because the human brain – and thus language – works more effectively in threes: look at the sentences and the bullet points and the phrasing.
- I even did it here, see?
Martin Sketchley 