Quick tips about great content creation

Last month we touched on the buyer’s journey and the importance of hashtags which are key to being found in relevant topics of interest. Today we will take a look at best practices in creating content that is compelling.

Find Your Customers

I am frequently asked how a business can reach potential buyers when there is so much noise in the marketplace. How do you find customers? In the best of circumstances, you don’t find customers. They find you. This is one of the most important principles driving the new rules of sales and marketing which I've learned from David Meerman Scott and some 30 years of practical experience.

Seek Experiences

To get away from the noise of product being pushed at all of us, we seek experiences that speak to us as individuals. To bring your story to a personal level and engage like-minded people is what your ultimate goal needs to be. Engage your audience at every step and know that regardless of which social media channel you use, video will be the most promoted means to deliver your message. Promoted because social channels have learned that video is compelling. Creators of powerful videos know that authentic stories still need good lighting and composition to engage viewers.

Engage Others

Short form video can be done with cellphones. Some of the best storytelling comes from simple concepts. My friend, Bruce Jones, went on a trip to Europe. He is a graphic artist who also sells “how to” books and pamphlets. By deciding to draw a picture each day of his adventure and sharing it across several social media channels, he engaged his regular followers and friends. When he asked us to choose which piece we liked best and why, he engaged in dialogue with his audience. When someone asked him to imitate the style of a famous artist, he chose three different artists who he admired and began to add his interpretation of their style to his daily sketches. Sharing an initial photo, followed by sketch and video commentary, he drew those most interested in his passions into a sphere of dialogue with him. The project was defined by the length of trip and the destinations visited. The endpoint was known before he started but the surprise encounters that unfolded served as a compelling treat to his engaged viewers.

Learn Key Lessons

Build upon a skill that you have

Take an everyday or recurring task and turn it into a story

Work within the framework of things you are passionate about

Ask for help and engage others in the task at hand

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Important Tools

Smart phones, laptop, an easy-to-use camera

Acquire basic photography and video skills

Practice leading good Zoom calls

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TALK – PLAY – EXPLORE PHOTOGRAPHY is a program I’ve created to help anyone interested in making compelling images and marketing compelling events. Reach out to me for more details or join me for a First Iteration of this as a workshop at Maine’s First Ship where we will be touching on many of the points in this column.

This article first appeared in The October 2022 issue of The Cryer and on my blog.