10 content tips for busy comms teams
There’s never enough time. And honestly, there never will be.
Which means it’s absolutely crucial we choose our topics deliberately, and execute our content intelligently and efficiently.
Because we’re all here to make an impact, not to spend time adding to the Everest-high mountain of boring and bad content produced daily by harried comms teams.
Here are 10 tips to help you get off the content hamster wheel.
1. Think it through - twice
Is it actually a good idea? Or just another one of your boss’s whims? Consider the time it’ll take to produce, and carefully weigh that up against the likely pay-off. If it doesn’t pass the test, push back or ditch.
2. Will it be a pain in the arse to get signed off?
The time to ask this question is before you get started, not at the end. Don’t underestimate how much time sign-off can swallow.
3. Less is more
One great piece of content is better than ten that don’t provide value. Churning out mediocre content helps no one, but don’t hide behind quality, either.
4. Evergreen or die
If you can’t realistically reuse that content next year, don’t create it in the first place. Choose something else. Every content asset you create is buying you time in the future.
5. Double-check the strategy
Even if it’s a good idea, if it ain’t on strategy, you probably should leave it alone. Be honest, and ruthless. It’ll free up time for stuff which you know will move the needle.
6. Just enough and nothing more
If it’s worth 200 words, or a pic and a caption, just do that. Then move on. Don’t make a high-quality video that’ll get 18 views.
7. Stop farting about it with it
When it’s close enough it’s good enough. The important thing is getting it live. You can tweak it all you want afterwards, but you probably won’t. Because it’s fine, and no one will notice the difference.
8. Replicate it
If you can turn that one-off into an easily repeatable content series, happy days. When you’re busy, finding time for brainstorming and developing ideas can be a nightmare. Instead do it once, then profit many times.
9. Is it an easy update?
Things change, and so do personnel. If Jill the librarian leaves, will this content still be useable? If not, maybe reconsider for something with more reliably lasting value.
10. Hell yes or no
Does that content get your blood pumping? No? It probably won’t grab your audience either. The best content is created when everyone involved is into it, and no one has time for average.
Your time is precious. Spend it wisely.
Got any questions or comments? Email me at seamus@seamus.nz