The Need for Rapid Content Creation
Sep 24, 2015
After hearing Brian Fanzo of iSocialFanz speak on the topic of mobile live streaming and thinking like a fan at the Triangle AMA luncheon, I began to think about rapid content creation as a whole. How can companies large and small become creators of rapid content and why should they?
Quick recap of Brian’s Presentation
Brian discussed how we are the on-demand generation, since we are living in a mobile world where mobile speeds are faster, and internet is everywhere. Everything is happening faster. We, as consumers, have a greater desire to get updates in real-time, and find out information as quickly as possible. This puts pressure on brands to create content more quickly, sometimes at the cost of quality. View the presentation here.
This reminds me of a great quote from a Lemony Snicket book:
“If we wait until we’re ready we’ll be waiting the rest of our lives.”
If brands worry too much about being perfect when live streaming or creating other forms of rapid content, they will get left behind. Tools like Periscope, Meerkat and Blab.IM are giving us the ability to give audiences real-time, unfiltered, on-the-fly content. But, to take advantage of these livestreaming tools we must lose the notion that we have to be perfect.
During Brian’s talk I scribbled down my notes in a visual-style, and immediately took a picture and tweeted it, before the presentation ended. This was my simple of way of quickly capturing and relaying the information I learned to anyone that might care.
While this isn’t necessarily a great drawing, it gets the point across in a unique way. If I would’ve tried to hard to make it perfect, I might have missed things, and missed an opportune time to post it on social media.
This is just one example of rapid content creation. Others include livestreaming, live blogging/normal blogging, social tiles, etc. What makes rapid content valuable is when it is posted or streamed while the topic is top-of-mind for the audience (i.e., a current event – See the story about Oreo’s social tile) or for the business (i.e., a company announcement – See Mashable’s journey on Snapchat).
Can companies big and small partake in rapid content creation?
Our Executive Strategy Director, Cait Smith recently posed this question in a blog post about rapid content creation:
“How can we become more focused on message, speed, imperfection and quality of information vs. quality of production? Is sharing content rapidly, imperfectly, quickly mostly reserved for companies and CEOs who have already ‘made it?’
In response to Cait, I don’t think it is reserved for the large, well-known companies. In fact, I think it is more expected of smaller companies, like startups, that are quick to try and fail. It is the large companies that adapt to the startup-mindset of iteration and improvement that are most likely to succeed at rapid content creation.
Learn more about how to create an organizational culture that is focused on content creation in this blog post, Building the Bridge to Become a Company Creating Intentional Content at Scale.
When I was in elementary school, I would get in trouble for doodling in the margins on homework and tests. So, I had to start carrying around a “doodle pad” to keep those important papers clean. That doodle pad has now taken form in my planner, sketch pads and Field Notes. And, some of my best ideas come from putting pen to paper.
While I got a degree in business marketing, I let my creative side out through freelance graphic design while in school. Post graduation from NC State, I worked in PR, then went on to get my Masters of Global Innovation Management in France. When I came back, I still found myself wanting to fuse together marketing and creative in a job. I wasn’t sure that job existed until I found my role at Centerline as a Marketing Coordinator/Graphic Designer. Now I enjoy using my skillset to develop strategies that further the growth of Centerline as a whole.