Wrecking Ball: How Great Content Can Ruin Your Life

We live in a land of riches.

True Detective. The Wire. House of Cards. Modern Family. Mad Men. The Sopranos. Downton Abbey. Sons of Anarchy. Shark Tank. 30 for 30. Friday Night Lights. The list goes on. If you wanted to, you could submerge yoursaelf into a lifetime of the best writing, the best acting, the best producing, the best content we have ever seen. You could hook yourself up and never leave your digital living room.

But what about your own content?  What’s the status on that?  Because remember, as good as it is, everytime you watch something great, you are in effect watching someone else fulfill their dreams. And it’s time you participated in that.

That said, it’s not easy. Even getting out this weekly blog can be a challenge. Last week, I was invited to speak on a panel with Matt Heinz over at Heinz Marketing and Tyler Lessard at Vidyard, and what came out of it were some simple strategies to continue your march to content greatness.

But first, some trends on the marketing front, courtesy of marketing consultant Meghan Bardwell:

  • 75% of all web users visit a website after viewing a video – Digital Sherpa
  • Website conversion rate is nearly 6x higher for those companies with a strong content marketing strategy (creating content regularly for their audiences) – Aberdeen
  • 73% of all marketers are creating more content than they did a year ago.

The beauty of good content is that it can create credibility and relevancy in market – and when those two intersect with need, you’re positioned to make a powerful connection with the people you want to reach.

ACTION ITEM: Here’s some quick tips on how you might approach this –

  • Refine your story in this context: how does your product or service or solve a problem for your audience. Speak in the language your audience (and not you) want to hear.
  • Define your goal: A lot of people throw content onto the Web without a clear vision of what they want their audience to do. For us, it’s about driving people back to our website (the online real estate we own versus rent) to see our work and contact us.
  • Develop a realistic editorial calendar: don’t commit to creating 30 videos, a daily blog post, an engaging Facebook and Twitter stream, all at once. Look at the next three months and determine when you can create small bite size pieces of content that hit your audience’s sweet spot. For us, it’s a weekly blog post, a daily FB post, random tweets, and the release of videos we’ve made for clients. We’re gearing up to do more, but this is manageable right now.
  • Have fun.

Content can ruin your life if you’re too busy watching it, or too busy missing your own internal deadlines for creating it. So be reasonable. And don’t beat yourself up about it. There’s always tomorrow.

To listen to the full webinar, click below. There’s some good stuff in there. (And my apologies: you have to listen to numerous beeps and chirps as people join the call – over 200 people attended the webinar so it is a bit annoying. But as with all content and storytelling, it’s trial and error).

Go write that screeplay. Go shoot that bit. Go.

Author: Chris Donaldson

Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.