I'm now six months into my junior content producer apprenticeship, where the name of the game is content. Working in an agency with a variety of clients, there is a lot of content creation needed. This is the process of generating topical ideas that appeal to certain audiences and creating written or visual content to engage and influence behaviour.
The content we produce at Rumpus is wide ranging and in any day can cover B2B PR LinkedIn copy for the built environment, to construction or fintech blogs to the other end of scale, quirky facts about toilet rolls, to goofy Tik Toks about milkshakes. Thinking of all these ideas across a wide range of clients and developing them can require some challenging mental gymnastics. So, I’ve collated some tips and tricks that can help!
Back to the future
Look back at your content from previous weeks/months and see what works. Is video content performing best and driving engagement? Or a quote from a senior team member? Make the most of this knowledge to create a content strategy moving forward. Keep the content your business has previously produced organised, so it’s easy to track and edit for future use.
All about angles
If you’re struggling to produce fresh ideas, try focusing on one hot topic at a time and run with it. Think about the diverse types of content you can produce using one current point or idea – video, graphics, polls, text. This strategy saves time on hours of research and keeps the content cohesive, one topic at a time. It also gives you more flexibility and freedom to try new content formats you might not usually use.
Have a sneak peek
It's okay to look at what others are doing - these can be your direct competitors or companies who are known for doing social well. Innocent smoothies content team do a great job of producing light-hearted, funny content. Aldi is famed for having a great Twitter account, with their signature quick witted and often very reactive tweets. A personal favourite is Specsavers with their genius billboard adverts and reactionary press adverts. So, have a sneaky stalk at other content because it can inspire some of your own. The trick isn't to copy someone else’s work, but to simply see what themes are being used. The least it should do is inspire you to go one better, a springboard for your own ideas.
Cut the fluff
This strategy is straight from Ellie Middleton on LinkedIn, who talks about cutting out useless content that's published just for the sake of it. For those of us producing content regularly, deadlines and targets often mean it is easier to default to fluffy, fill-in-the-gap posts. This point also highlights the difference between a quick win and quality content. If you can gain an understanding of the differences, it can really help with creating content, allowing you to spend more time on content that matters.
I can confidently assume that everyone has experienced writer's block at some point. I would be incredibly surprised if you could sit for a day and smash out a content plan or blog without even a brief mind blank. So, when you do hit that wall, pause, walk away, and focus on something else. This allows you to come back fresh to re-work an idea or bring in more ideas to use - maybe even better ones than before!
Producing top-quality content is a constant battle and there is a lot going on behind the scenes. Generating ideas from your research, then writing and producing graphics/images to bring it to life takes a long time. Add into the mix scheduling, promoting the post and getting people to engage with it, is just a glimpse of the activity going into each post.
This is just part of what we do, head over to our Rumpus socials and see what we get up to.
Hope Edwards, junior content producer