WiP #01: 5 Creators. 5 Tips.

In true imposter syndrome style, the first edition of this newsletter is not about me.

I'm sharing 5 short interviews with people in my network from different professions who are all in some way a 'creator'.

I specifically chose these people because they juggle different hats and use content creation to grow their businesses and personal brands.

If you’re looking to start growing an audience of some sort, I highly recommend you read through these tips.

1. Andrew Odong: Creator Communities Lead at YouTube

When did you decide to create regular content?:

Having worked in social media for some time now, I understand how important it is to create content consistently from an algorithmic perspective but also to grow and nurture an engaged audience.

But understanding the theory and what this looks like in practice are two VERY different things…

I still battle with creating consistent content to this day!

But most recently, I became a LinkedIn managed creator and that has given me the opportunity to re-evaluate my content, build more of a strategy around what I post, when I post and what I want to be known for.

I try to commit to at least 3 posts a week, but also give myself grace when I’m just not feeling it. Cos you know… Mental health and all that jazz!

What advice would you give to someone who wants to create more?

Firstly, I would encourage folks to think about the “why” behind your content.

What are you trying to achieve? Do you want to strengthen your personal brand? Do you want to attract new business? Position yourself as a thought-leader? Get brand partnerships? Secure more speaking engagements? Build a community? Impart practical career tips?

It’s so important to have a clear understanding around why you want to create content.

Secondly, I like to use the 3 V’s Framework (Shoutout to Ash Turner at LinkedIn!) which are your Vision, Values and Voice.

And finally, get your content pillars down packed.

What are the 3 things you want to talk about/be known for?

On top of this, stick to a cadence that you feel comfortable with, whether that be once a week to start or 3 times a week. Then build over time as you grow in confidence and competence.

Where do creators waste time?:

Good question! Hmm I think constantly comparing yourself to what others are doing and becoming hyper focussed on trends.

There is definitely merit in taking learnings from creators that inspire you and whose content performs particularly well. But at the end of the day, you are unique (UNQIUE!), you have your own journey, your own talents and your own distinctive voice. Find confidence in that, and learn to hone your voice over time.

And for the latter point, yes there are going to be trending topics, but you don’t have to speak on all of them - especially if it’s not coming from an authentic place. Your audience will sense this and it can damage your credibility.

What do you do when you hit a creative slump?:

Take a break.

Go out and meet friends, do something creative, go see a live music act. Something that takes my mind to a different place so I can get inspired. I also revisit my content pillars and 3 V’s periodically as well. But I’m also aware that our interests may change, if I get to a place where my content pillars and 3V’s are no longer reflective of the type of content I want to create - I change them.

Don’t become a prisoner to your own strategy!

2. Natalia Cortazar: Founder at The Good Egg

When did you decide to create regular content? 

Oh gosh, I think I ‘never’ decided to do it as such, it was more like the natural path for me. In the same way, I never wanted to have a ‘going out’ date with my boyfriend and now here we are, organising a wedding. Jokes aside, in my opinion, you shouldn’t force yourself to create content if that doesn’t feel like the right thing for you. If it does, you can give it a go and see if it floats your boat.

For me, I think it all started pre-pandemic. In 2019 I started giving opinions on LinkedIn, being tagged in posts, etc. and realised people care about what I had to say. And oh! I did have things to say!

What advice would you give to someone who wants to create more? 

This is an easy one - TO CREATE MORE. I think we’re sometimes caught up in this idea that to create content we need bells and whistles. We don’t. Ar article is content, a photo is content, a comment is content. What you should be worrying about is if you have nothing to say, not the shape of how you say it.

Equally, not all content is of value. I think the sweet spot must be found between natural and unpolished content and actual information/creations that are worth sharing.

I’ve recently realised that I am a naturally creative person, which, as an advertising graduate, is almost comical. My whole life, I never thought I was particularly creative, so now it is more about discovering this creativity and what can I do with it than focusing on the moments when it’s not so present.

Anyway, If I ever feel like the juices are not flowing, I simply let it rest. Do not force it. Nothing good has come out of forced activities! (The gym doesn’t count!)

Where do creators waste time?:

Overthinking. Hands down.

Like with everything in life, there’s never going to be a perfect time’: for a baby, for an article, to publish a book, to do a shooting, to launch a podcast.

Therefore, you need fight your own self-doubts and jump off the cliff instead.

What do you do when you hit a creative slump?:

I’ve recently realised that I am a naturally creative person, which, as an advertising graduate, is almost comical.

My whole life, I never thought I was particularly creative, so now it is more about discovering this creativity and what can I do with it than focusing on the moments when it’s not so present.

Anyway, If I ever feel like the juices are not flowing, I simply let it rest. Do not force it. Nothing good has come out of forced activities! (The gym doesn’t count!)

3. Ollie Scott: Founder at UNKNOWN

When did you decide to create regular content?:

When I decided that I felt brave enough to be shot down and be cool with it. Also, when I had a website up and ready so it could talk for me when I wasn’t in the room.

What advice would you give to someone who wants to create more?

Only say stuff you really mean.

Worst thing I ever did is go viral on a clickbait post about shared parental leave. I’m not a parent. And didn’t really know much about what a company should do. But for some reason decided to stick my head up and have an opinion.

Then I got invited on to a podcast and it was pretty embarrassing being asked why I was so passionate about parental leave as a single man in his twenties.

Where do creators waste time?:

On platforms that they don’t create on.

What do you do when you hit a creative slump?:

I listen to a podcast. Then I steal some wisdom gold and repurpose it as my own thoughts.

4. Shoaib Ahmed: Founder at Yello Hippo

When did you decide to create regular content?:

I started posting 4 years ago when LinkedIn was a boring, corporate bubble.

I posted what I *thought* LinkedIn was all about (formal and very non-personal content). The goal was to secure a graduate job through it - which I did achieve.

But I really took LinkedIn seriously as a means to scale my personal brand in August 2021 with a whole different approach. Personal, raw, transparent, honest, entertaining, value-driven and relatable content first!

What advice would you give to someone who wants to create more?

Start. Once you start sharing content, you'll begin to discover the types of themes you enjoy writing about and the type of content resonating with your audience.

Post in a way that is manageable, start with 2-3 posts per week and scale up as you master the algorithm and gain confidence.

I think personal and story-driven content works best. Write in your voice and don't try to be anyone else. Authenticity and relatability work best!

Where do creators waste time?:

Trying to be other people.

Posting content with no substance, I'm talking about the wishy-washy 'motivational' crap that uses a lot of words but doesn't actually say much.

People love gritty, real, raw and honest content that feels unique BECAUSE it's from you.

What do you do when you hit a creative slump?:

I get out into the world, consume a lot of content on different channels and focus on creating experiences that inspire content. it's totally okay to take a short break if you need to re-energise. (Just don't stay away too long that your audience forgets about you).

5. Phoebe Russel: Brand Director at Rise at Seven

When did you decide to create regular content?

When I was younger, my mum used to always say, it’s not about what you know, it’s about who you know. I scoffed. As if.

However, I know now more than ever how correct she was. For that reason, I create regular content to make sure that when someone thinks of people in the brand space, they think of me. Which in turn, benefits the agency I work at and anywhere I decide to work in the future.

What advice would you give to someone who wants to create more?

A key component of creating regular content is not giving a crap what people think of you. Very often people are so afraid of other’s opinions that they would rather not say anything at all.

For those who have got over that hurdle, when it comes to brand building, think quality over quantity. Be direct with your target audience, offer a different opinion/approach to the conversation, and ensure everything you’re creating has a point. If it’s just for likes, rethink your strategy. It’s not a validation tool.

Where do creators waste time?

Trying to be too general/widespread in their creation. Find a niche and own your space. If you’re trying to appeal to “everybody”, the likelihood is you won’t be appealing to anybody.

What do you do when you hit a creative slump?

I consume as much content as possible, from top creators to marketeers. I get inspired from other people's work that I love. Whenever I see a world class campaign, I get this buzz for the creator, thinking how epic they must have felt when they came up with the idea.

That feeling is like a drug to me, and it’s what keeps me motivated to stay creative. At the end of the day, if you don’t love what you’re doing, how do you expect anyone else to love it?

CREATIVE CHALLENGE

Empathy is a powerful tool for your creativity. Putting yourself in the shoes of another person can help you to come up with innovative and creative solutions.

Let's practice

This exercise is writing without overthinking. Grab a pen and paper or write on your computer.

The 5 creators we interviewed, have all gone on a journey to find out what they can bring to the world when it comes to content creation.

With empathy in mind, I want you to think about the type of people you could help with the knowledge you possess.

Some writing prompts (but don't think you have to stick to them).

• What do you know more about than the average person?

• Who could you help with your knowledge?

• What are they struggling with?

• What are their insecurities?

• How could you change their lives?

• What could you create to help these people?

When you think about the people you could help, it makes creativity easier.

Share with me.

How did you find this challenge? Let me know how you got on via e-mail at [email protected]

Good luck and look out for the next activity this time next week.