Working in digital marketing, a key part of my job (if not the most important) is creating content.
Thinking of new ideas and ways to engage an online audience is difficult enough when life is normal. The internet is always changing and, with it, the way that people intake information. However, I have personally found that creating content has never been so difficult, yet so easy, as it is at the moment (and yes, by “at the moment” I am indeed referring to the impossible-to-ignore global pandemic. Fondly referred to by my family as the ‘apocalypse’).
I have a feeling that most content creators will currently be sat at either end of this spectrum, either finding it incredibly difficult to think of fresh ways to say “uncertain times”, or finding inspiration in the bizarre, new world that we’re living in. I’m no expert but, if you think the process of content creation hasn’t been changed at all, I’d say you were probably doing something wrong.
My current positions have me making content for two completely different organisations with vastly varying audiences and communication objectives. Whilst, at the beginning of lockdown, there were plenty of new content ideas flying around with everyone wanting to know what was happening in relation to x, y or z, 2 months in … the Coronavirus is getting pretty old.
I’ve just finished reading Dan Kelsall’s book ‘F*cking good content’, in which he discusses his views of scheduling social media posts. His primary argument is that content scheduled weeks in advance is rarely ever as relevant at the time of posting. In my opinion, this could not be more true in our current world. Restrictions are changing every few weeks, our moods are changing every few days, and it appears that Boris’ strategy is changing every few minutes. The content that we’re producing needs to reflect that.
I don’t think that my content is a perfect example of what I’m describing, but I’m not beating myself up about that. I’m trying to communicate with my audiences in a way that’s relevant to the situation. I’m trying to focus on starting conversations and creating new relationships. I genuinely think that, when all of this is over one day, people will look back at how businesses (and individuals) responded when faced with a crisis; they’ll remember how they were treated and how things made them feel.
There is no right or wrong way to cope with an ‘apocalypse’, but the least we can do, as content creators, is speak to our audiences in a way that is understanding of that. Hard selling doesn’t make sense in a lot of industries right now, but sharing values and working on brand image do.
My stir-crazed, isolation ramblings are not intended to lecture, criticise, or advise others on how to create content in these “unprecedented times” (had to throw that one in there for you, you’ve probably heard that 10 times today already), but I hope that we all use this change as a chance to be a little more human. Our audiences are built up of humans (and a few Instagram bots, no doubt), so our content should be tailored accordingly.
Now … back to my coffee and book, it is a bank holiday after all!
Grace Appleby 