The Art of Creating Content
Balancing Authenticity and Longevity
I’ve long focused on creating efficient content, and in an era where social media acts as a conduit to global interconnectedness, creating authentic and engaging content is a pivotal aspect of any successful online strategy. The power of social media platforms to amplify a message and build a community is indisputable. However, understanding the dynamics of content creation and optimisation, particularly in terms of blending live with timeless content, is essential for those hoping to leverage their social media presence truly.
Authenticity, some say its a pivotal pillar of social media success, I’m more of the view that is fundamental and a multifaceted working of genuine content. On one hand, it’s about being genuine and transparent, sharing real-time insights, updates, and experiences. On the other hand, it’s about creating evergreen or timeless content that continually resonates with audiences, regardless of its time of publication. Balancing these two aspects is fundamental to maintaining an effective social media strategy.
Live content breathes life into your social media channels. It could be live-streaming an event, sharing behind-the-scenes peeks, real-time updates, or interactive Q&As. These interactions are raw, unfiltered, and extremely authentic. They create a sense of immediacy and urgency, prompting your followers to engage right away. Live content brings your audience on a journey with you, creating a deeper level of connection and fostering a sense of community.
Timeless or evergreen content, on the other hand, provides enduring value. It's not time-bound and remains relevant long after its initial publication. This could be tips, how-to guides, thought leadership articles, or inspirational quotes. Timeless content is the bedrock of your social media presence, anchoring your brand's voice and identity. It's a constant source of value for your audience, helping to build trust and establish your brand as an authority in your field.
Content fatigue, is a phenomenon where audiences grow tired of repeatedly seeing similar types of content. Or the brand owners feel like they’ve run out of things to share, which is a trap that many social media managers fall into. To avoid this, it's crucial to diversify the content you share. Instead of producing a bulk of content from a single shoot or event, try to repurpose and reimagine it in different forms.
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One of the keys to maintaining relevance and avoiding content fatigue is the strategic balance of live and timeless content. While live content gives your audience a reason to tune in and engage immediately, timeless content keeps them returning for more. It provides steady engagement, acting as a buffer between your real-time updates.
Your social media calendar should have room for both of these content types. Understand your audience's preferences and behaviour. Certain platforms might be better suited for live content (like Instagram or TikTok), while others might be more conducive to timeless content (like LinkedIn or Pinterest).
A key component to remember, social media is all about creating genuine engagement; too often, we forget and think we are creating imagery and videos that are commercials. Social media is not TV; social media is not a magazine but a genuine way to connect your brand to your audience. This doesn’t mean you need to be all humour and meme driven; you can still be professional, just don’t be too stiff; the world is full of dynamic, interesting things, some tidy, some messy, all awesome.
As social media landscape continues to evolve, the balance between authenticity and longevity remains a constant pillar of a successful social media strategy. Creating a robust blend of live and timeless content enriches your online presence and creates a dynamic and engaging community. This way, your social media channels become more than just platforms for broadcasting messages. They become spaces for conversation, interaction, and meaningful engagement. They become an extension of your brand's identity.
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