Content: whenever you can, wherever you can

Clients often feel like they don’t have the time or resources to devote to developing content. I’ve left this video raw and unedited to make a point: content trumps production values.

Quit worrying about doing it right and focus on making it good. And that starts the same way this video did: listening to you customers’ questions. When a customer asks a question that allows you to share insight, there’s a good chance that others are wondering the same thing and it would make solid content for you to share.

This is THE key distinction: no one cares about what you want to say. You MUST care about what your customers what to know. Educate, inform or entertain. Those are the three pillars of content.

Then you make a video like the one above and put it on YouTube. Or on Snapchat it might look like this as part of your story:


But, what if you aren’t comfortable with the thought of being on camera?


On Instagram and Twitter and maybe Facebook, it might look completely different… more visually striking and broken up into bite-sized goodness:

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None of these elements of content took more than 5 minutes to make, including posting it here for you to see, and it was all accomplished on a cell phone on the trail or sitting in my car at the trail head. Will some pieces of content take longer than this? If some don’t I’d be afraid you were doing it wrong. But most of your social media efforts can be done in a matter of seconds, by simply sharing cool information from other sources you’ve found.

“Content” is not advertising. It is not about instant gratification for you. It is a relationship that builds one interaction at a time over an extended period. It is a series of conversation starters that allow you to get to know one another better.

Your presentation doesn’t need to be perfect. It doesn’t have to take much time at all out of your day. But the content— the message– better be good.