Creating Content

Do you create or do you regurgitate?

When it comes to content marketing, there’s a growing trend in making more meaningful content for customers that incorporates custom crafted messages delivered thoughtfully, rather than inundating people with a steady stream of crap.

Personally, creating custom content is what I prefer but just because I like it doesn’t mean that’s what the people I’m working with need.

Meaning, sometimes people need the same message – in different forms of delivery (blog, IG, video, podcast, ebook, email, etc.) consistently dripped and shipped.

Partly because people don’t have the same attention span they used to and partly because the amount of content is so vast and the level of noise so high that regurgitating the same message is the only way (for now) to gain their attention and attract them to your product/service.

It’s something my inner artist is in active discussions with my inner pragmatist about.

Artist Sarah Graham in her London studio. Photo from Material Girl

Watch Those Hands!

So here’s a tricky one. See the fingers this woman is holding up? As an American, this is the nonverbal way to say, “peace”.

In England, it’s the “V for Victory” if the palm is facing outward but something considered very rude if the hand is turned the other way.

Which, if you’re creating content for a global audience (something you should be doing) means when you use stock photos you need to be especially careful to not send the wrong signal.

In fact, quickly Googling “hand signs around the world”, I found that there are so many ways you can get yourself into trouble that you need to seriously be careful when you select your stock photos!

Don’t believe me?

Read this article and then tell me what this photo means to people from Latin America.

Catching Their Eye

Where do you stand when it comes to standing out?

I’ve got to admit, personally, I’m the least likely woman I know to need or want the spotlight and yet … what I realize when I look at this photo is the same thing I realize when I look around my home.

Beauty, personalized and meaningful, stands out and grabs my attention every single time. If you come to my place, you’ll find things you might not see elsewhere that I’ve surrounded myself with. Things that have meaning and memory – even if not “designer”. That, to me, is the ultimate expression of beauty.

Translating that back to this picture, you may see a woman holding a plant. If that’s all you see and it does nothing for you, no harm, no foul.

But, if, like me, the first thing you saw was an “offering” or the giving of a gift, then maybe you also looked even closer and saw this wasn’t your ordinary plant and these weren’t your ordinary hands.

If so, then the standout part for you might be, like me, that you approach the viewing of things (and people) differently.

Which is where I’d encourage you to focus when you think about your business, your customers and how your content, social and digital marketing efforts are having the impact you want and shining a spotlight on what you’re offering to others.