Are You Content with Your Content?

Content creation has never been easier. That’s good news - and bad news, depending how you look at it. It means of course, that anyone with a phone and an idea can make a post, a reel, a video, a blog - and millions of pieces of content flood the internet every single day. 

But with that ease comes a flood of noise. 

Some of the content is…...well… sh*t - to be honest. A lot of it looks the same. A lot of certainly doesn’t reflect the polish you would expect of quality brands. A lot of the content is - just content. Filler. 

Because, for every piece of good content, there are posts made for the sake of “keeping active,” videos that don’t quite land, blogs that ramble without a point, awkwardly shot stumbly content - that dilutes rather than strengthens a brand in the mind of a consumer. 

Meanwhile, attention is fragmented (after all there’s so much darn content to watch!), and audiences are savvier than ever at scrolling quickly past anything that doesn’t connect - making split second brand decisions on their travels.

That said, amidst this chaos, one thing hasn’t changed: Content is still king. Bill Gates called it back in 1996, and today -  it’s more powerful than ever.  But, to stand out - you need to lift your game! And we can help with that. If you look after a brand or a business - you really should have a strong content strategy at play.

Content isn’t just “stuff you post” (the world has enough stuff) it’s how modern businesses build awareness, drive engagement, enrich customer experiences and amplify their messages. What an opportunity. You can get far with great content in this world!  As Steven Bartlett (Diary of a CEO) said - it’s mad to think that everyone could be just one post away from changing their life. Who would have thought!

But, when it comes to content -  context, quality, and storytelling all really (really, really) matter.

It’s not just what you post—it’s where, why, how well, and for whom.

• The channel where your content is discovered shapes how it’s perceived.
  

• The audience you’re targeting dictates the tone, style, and substance.
  

• The authority and relevance of the person or platform sharing your content can make or break its impact.
  

• And critically, the quality of your content sends powerful brand signals.
  

This latter point is known as the Halo Effect.

When a business presents with care and polish - through video, imagery, design, tone-of-voice - it sends a subconscious message about how they operate. High-quality content implies high-quality products, services, and relationships. Disconnected content sends a disconnected message. As random as the world is these days…co-ordination and consistency is still important.

For high-quality brands, publishing subpar content in a chaotic fashion isn’t just ineffective - it’s brand-damaging. Serious stuff!

The more content that’s churned out at speed, the more critical it becomes to stay grounded in brand guidelines, tone, and strategic intent. It’s also an opportunity to differentiate and strengthen your brand identity in a content crowded market.

And, while AI opens up incredible opportunities for content to be created faster than ever, user beware. Just because you can doesn’t always mean you should.

As David Droga, CEO of Accenture Song and founder of Droga5, puts it: “The risk that comes with this democratization of tools is that it precipitates a wave of creative mediocrity. Great marketing gives way to a flood of ‘slop’ (a catch-all term for low-quality content).”

Content is no longer a side hustle for brands - it sits at the heart of your story - and plays a starring role through the entire customer journey. 

So, how do you make sure your content actually works for you?

Well, that’s why we created Lightweight! A streamlined content service that enables brands to access high quality entertaining content on demand. 

Like to see what we can do for your brand? Whether you have a concept to execute or would like to start from scratch - we’d love to chat.