Are You a  Content Creator or a Critic?

So, as some of you may have heard, content creation is all the buzz in the marketing world right now; namely Internet marketing. I’m sure it’s always been a legitimate goal to create value through content you are providing to your clients whether it’s a brochure, a book or software. However, with the way social media and the Internet is woven into our daily lives, we are inundated with information. I referenced it a bit on my first blog post where I encourage you to read less and apply more.

content creation is kingFrom social media memes, images and videos to blogs aimed to inform and educate; the push to create something valuable has taken off at a rapid rate. If you haven’t noticed, everyone now is a writer, a photographer and goes on 5 vacations per year. 😉

Where the struggle lies is helping to promote the creative process of finding that “just right” piece of content in a timely manner without shutting down your creative team completely. Yes, as an employer or client, you want to have innovative content produced at light speed and you want it all to go viral. The truth is, very few images or videos go viral. Furthermore, for those that do, the process wasn’t intentional nor was it overnight. “Viral” videos take months to cultivate a following.

What I want to point out is a few tips from the perspective of the creator and a few from the critic.


  • Take risks but support them with case studies
  • Provide different versions of the same content that might be appealing
  • Don’t get so wrapped up in making it perfect that you miss deadlines but make sure the intent is carried out
  • Don’t get discouraged if you feel you are always tweaking something. A brand’s message has to be “just right.”


  • Encourage communication through the process so at the end you don’t feel like “the whole thing is wrong.”
  • Be specific in what you’re asking for so you’re more likely to receive it in a timely manner.
  • Set realistic deadlines.
  • Be cognizant of how many times you reject a particular creator. If it’s happening a lot, consider a new way to express what is not being solved.

While I do not consider myself an artist, I do feel I create a lot of content and keeping these strategies in mind, on both sides, will seemingly save everyone a lot of time and heartache in the long-run and keep your marketing goals running smoothly along.

Can you think of ways to keep the content flowing?