I have heard some really bad advice about content creation, content marketing, and brand journalism.
The Internet is filled with some great advice, but there’s a lot of crappy advice that I’ve overheard, read online, or been directed to follow by clients—and which I’ve strongly advised against.
What follows are my eight least favorite pieces of advice on content production. Please add yours in the comments below:
‘It’s all about video’
“You have to create video. Everything is video now.”
This is uttered as if television hasn’t existed for 85 years. Video? What is this “video” you speak of? If video was the be all and end all it would have rendered text, audio, and images worthless. They’re not, and that’s why video is not the only way to communicate your story and message.
My irritation with this (and other) bad advice is that it’s uttered without any inquiry into the goals or desires of the company and its audience.