I botched a blog post that I published earlier in the week. There. I said it.
The good thing is that by making some mistakes on this post, it reminded me of a few rules I try to apply to all of the content I create, and maybe it can save you from making some of the same mistakes.
Earlier in the week, I published a post about the Grammy Awards’ social media efforts, and an opportunity I felt they had missed to fully capitalize on the incredible social media activity that was buzzing about the event.
You can read the post in question here.
At the time, I felt like I had identified what would be a unique angle on the social media activity for the event. I was thinking that while most people would be commenting on the incredible viewer involvement and engagement with the Grammys on social media, I’d be identifying an area of opportunity for the awards show.
Until I reflected on this post again today, I thought that I had published a quality piece of content. In reality, I failed to follow a few rules that I typically try apply to my blog posts, and now I feel like I’m the one who missed an opportunity. I’m hoping that by reviewing the mistakes I made with this post that there might be a few tips that you can apply to the creation of your content.
Create obvious, easily applicable value
Much of my botched post describes the opportunity that I feel the Grammys failed to capitalize on. It goes on to make recommendations for what the social media managers could have done, but never demonstrates how this thinking can be applied more broadly. The net result is that unless you are very specifically a social media manager for the Grammys, you would have had to extrapolate value from the post and spend time thinking about how my recommendations could be applied to your social media efforts.
How you can apply this:
Make things easy for your readers. If you are hoping to impart knowledge or experience, make sure that your points are clear, and that you serve up your content in such a way that your readers can easily apply what they have read. Your content will be seen as more valuable, and your readership will appreciate you connecting the dots for them.
Ensure that your content is relevant to your targeted readership
While the intention of my post was to demonstrate how social media could have been more meaningfully integrated into the Grammys’ broadcast, the reality is that the subject matter is most relevant to an incredibly small segment of people interested in social media, and is probably viewed as being irrelevant to the majority of people who are likely to read my blog.
How you can apply this:
Ensure that your content will be relevant to your targeted readership. If relevance isn’t immediately apparent, don’t worry, but make sure that you find opportunities to tailor your messages to be more directly relatable. Try things like applying lessons learned to familiar and relatable opportunities for your target reader.
Publish contextually relevant content when it is contextually relevant
I hesitated. I knew when I was watching the Grammys that there was a post I wanted to publish about the event. I should have published it as my regular Monday post, which would be the day following the awards, but I didn’t. I published it on Tuesday, the day after the world was buzzing about the Grammys.
How you can apply this:
Bear down. As Brian Solis so astutely noted a couple of years ago, ‘news no longer breaks, it tweets’. A result of this is that if you want to be commenting on news, pop culture, or current events, you really need to be a part of it in real-time, or very near real-time. To do this, you need to be prepared to interrupt your normal publication or posting schedule, you need to be quick and nimble with your content ideation, and you need to work your butt off to produce quality content in record time.
At the end of the day, things happen. Despite your best efforts, not every piece of content you create is going to be your very best. This said, it’s important to learn from your mistakes and try to mitigate them in the future.
What content creation missteps have you learned from?
What methods, techniques or tactics do you employ to ensure the content you publish meets your standards for quality?
It would be amazing to hear your thoughts and discuss this with you further in the comments, or on Twitter @RGBSocial
Image Credit: Veer
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