How To Create Content that Shapes Culture, Part 2

By: Ashlyn Rochester, ACN Communications Specialist

Continuing last week’s conversation, we are moving on with the next 3 pieces of advice Ross Simmonds shared on the Marketing Millennials podcast.

1. Is your content actually worth sharing?

Something to keep in mind while creating content is asking if it is actually worth sharing. You want to ensure the stories and messages you are creating and sharing leads to results. That’s a sign of good content. Simmonds said, “you need to think like a media company and produce.” He uses Disney’s remake of Lion King with Beyonce and Childish Gambino as an example. They don’t create a movie and hope people watch it. Instead, they remix old songs with current audiences, share clips online, there’s press about the cast, etc. “They bring it to life with new stories, people, and graphics.”

2. How many platforms should you use?

“It’s better to be excellent on one channel than mediocre across everything,” stated Simmonds. He recommends entrepreneurs find excellence on one channel and then move to the next platform. And once you have created your content, you can leverage it to drive results on your platforms.

3. Tips for what you should do for 2023

“If you don’t have time to amplify and distribute the content you are creating, you are literally wasting your time. You’re not investing enough time into distribution,” Simmonds said. Instead of creating new content every week, month, or year, he recommends looking back at what you have already created and amplifying them again. Repackage and reshare the content you’ve already made, “because you can get similar results as to creating a brand-new piece of content”. 2023 should be the year you increase the distribution of content and decrease the time creating content.

Missed part 1? Click here to read last week’s recap!