Consistent, far reaching content creation as easy as 1-2-3…
Having seen so many changes in the information and entertainment space over the past 30 years of my professional life, I’ve had the opportunity to become a dinosaur of sorts. Well, that is bad I allowed myself to go “extinct”. Instead, it was always a priority of mine to take the bill by the horns and learn and appreciate the pros and cons of all of the latest tools, techs and tactics that had come to improve or replace the last. It’s in this that I’ve come to understand that one thing is a constant throughout them all: the need for consistent content.
It’s in this that I have been wrangling for years with developing a method that would help those I had helped for decades in the broadcast space with content creation. Until the last ten years, commercial and non commercial copywriting, audio and video production and distribution especially where ruled by the gatekeepers of the transmitters. Those days are certainly long gone thanks in one part to the internet and the other 99 parts to social media platforms. There in lies a double edged sword for both myself and my former clients.
Recollecting the time way back in 2010 when Facebook, Twitter and even YouTube were still in their infancy (of sorts), I was thrilled at the possibilities. At the time, I was working at a small, sub market television station that even by then, was struggling for viewership. Shortsighted as I was, I saw the social landscape as a way to grow the audience by reaching more people. That was true of course but it was also like picking your own switch as we would say in the old redneck south (that’s a living term btw).
What I mean by that is that in pushing the social media platforms I was in effect poisoning my own waters. As my social media engagement grew, the demands and limitations of “must see TV” time commitments on viewers was becoming far more of a burden then before. I was fortunate in that I got to have one more “big broadcast hoorah” with an American Idol piggy back I put together. Just like the big guys version, folks could vote on that weeks talent roster following the airing of the program. I made it as simple as possible for them to do so by allowing folks to call, email, snail mail and even fax in their votes. The response was fantastic. Especially with the mail in option. I got stacks of letters in every day satisfying my feelings of success for the program and adding quite a few bucks into the USPS’s coffers for postage. Dopamine hits for likes are great and all but for me nothing can replace the feelings that came when the mail came to the office everyday. Digital encouragement can never compare to the physical for me. But I digress
Keep in mind you this was 2009 so even the smartphone was in its infancy among the masses in my region. But then came 2010 and things started moving at a warp speed as the smartphone quickly and rightfully so, made television and radios all the more irrelevant in instant information, this is where I get back on point with the need to evolve with the tools and tech. And why I at the time saw the benefits of social media outweighing the negative impacts it would have in an even shorter amount of time. Boy was that switch I picked far bigger and full of more thorns than I could have ever realized.
The positives however were really good at the outset. The social landscape actually helped sales for the station as the clients could then take the commercials produced and share them on their personal streams and they did… but… they then discovered that their customers were telling them how they saw their commercial on Facebook and not the broadcast airwaves. Uh oh. Oops. However, the opportunity still remained in producing the videos for the clients. That is until people really embraced that the selfie could be used for more than just duck lips. Welcome to the world the beginnings of the influencer. Oops and oops again.
The next few years continued to where we are today with all of the micro messaging hitting you from all sides. Now everybody everywhere is an influencer. The tech has allowed for anyone with a message to DIY the production and distribution processes. I won’t say if that’s any more good or bad because the outcome is in general, the same. Except of course for those who still remain scared of the modern tech. On some cases that even includes the most basic of websites.
As I write in free flow here, and the reflections of the past 14 years slamming into my mind like a hurricane season from hell, I must stop myself from recollecting too many details and getting back to the reason I invited y’all here today: the 1-2-3 Content Creation Method I’m now offering as a service or course. It stems from talking to many businesses around the state (Arkansas) that have the fears I mentioned. They also shared numerous horror stories of how they were taken by those who sold them web and content creation services over the decade that left them either cold or ripped off. In many cases those experiences left them as seeing only one option: just don’t do it. Period. That I feel and know is a mistake just as much as cutting advertising budgets during lean economic times. It’s in all of that I took to creating this stream lined and organized method that anyone can do and learn. Proof? It all starts with a story and I’ll guarantee that you have a million to tell about your business, civic organization or charity.
I truly loved telling those stories. Not just for commercial sake but more so for the human interest side of them. The good news if you will. It was and is great to learn about and taste test the offerings of the new BBQ joint on the corner but even more satisfying and flavorful for me was learning the story of how the place came to be. That’s where this modern era of information and entertainment distribution brings me lots of happiness: people are sharing those stories every day all day and available on demand. Sadly though there are those that I mentioned before gave up on this highway. Well, this is my way of helping them shake the nerves and embrace what they too can benefit from todays methods and tech if only they believed they could. I for one know they can. But I also know a little help is in order. In that is where I also know I can help.
To be continued…