Davy Jones' Locker?
Charlotte Booth • 10 August 2022
Davy Jones' Locker? Nope, Something Much More Useful.
Posting every day, or even three times a week, on social media can be overwhelming. That's a lot of content to produce.
There are however three ways you can ease the burden of content creation:
- Plan ahead so you always know what you should be posting which allows you to batch prepare.
- Repurpose content, for example, this blog will become social media posts and was a newsletter post.
- Create a Content Locker.
As part of your marketing schedule you'll know what themes are being used for the month or the week but knowing what the individual posts will be, can be more fluid. That's where a Content Locker is invaluable.
A Content Locker is essentially a 'stock' of posts which you can draw on when you need to.
Perhaps you have an idea for a post, see an intriguing article or you've been somewhere interesting, but it doesn't quite fit into your immediate schedule. Write the post anyway and file it in your Content Locker.
My Content Locker has a series of sub-folders such as testimonials, retainer posts, funny/personal, top tips, quotes, videos and sales posts. By writing the posts as I think of them and filing them in the Locker, I always have a store for those days when I don't know what to post.
Keeping a Content Locker will also bust a myth about social media – that it may not be entirely truthful and in real time.
For example, recently on my author’s Instagram
account I posted about attending an art exhibition at the Tate. I may have written ‘yesterday’ in the post, but in fact it was in my Content Locker, from when I visited earlier in the summer.
Does this matter?
No, not really, as long as the image or post isn’t time sensitive, but it does mean you have a regular stream of posts.
Does it mean you spend less time writing posts? Not necessarily, but you will always have a post to hand if you are feeling blocked.
Maybe, one week you have a lot of inspiration for Top Tips, but don’t want to post 10 in a week; write the posts and post one a week for ten weeks. Sorted.
Maybe, you are on holiday and take a number of images or visit places which you can relate to your business. Why not save them and eke them out on a weekly basis rather than all in one go?
Maybe you could even batch prepare videos – with lots of clothes changes to boot – and then post one a week or every two weeks for the next couple of months.
There are various ways of preparing a Content Locker.
If you love the idea of one but you're not sure how you would go about creating one, this is where I can help. I can batch prepare posts for you, such as top tips, inspirational quotes or product posts or I can create a series of social media posts from your blogs, seminars or web copy.
To find out more about how I can help drop me an email
or book a quick chat.
Why do rage posts get lots of engagement? How do you channel that into everything you write?
There is nothing more amusing than checking out mediaeval artistic renditions of lions and other heraldic creatures. These beasts, grimacing and gurning are a strange juxtaposition of human, animal and demon and as far from the cute image of Alex from the Madagascar franchise or in fact a real lion as you could possibly get. There are three main reasons mediaeval lions are so ‘bad’ and un-representational; The artists were following a very tight brief. Some of the artists may never have seen a lion, and were following the descriptions they were given. These lions were representing heraldic principals of bravery, nobility and authority; all very human characteristics. When viewed through this lens it becomes more understandable why they look the way they do, but they are still ‘not right’ and not a great tool for learning about lions. Generative AI is very similar to an uninformed but talented mediaeval artist. There is a element of intelligence but at the end of the day it is following a brief, with no actual ‘knowledge’ of the thing it is producing. As an example, if you prompt your generative AI (ChatGPT and the like) to produce a blog for your new product or service, aimed at your ideal customer avatar you will in all likelihood get a mediaeval lion out the other end. Sort of recognisable, and sort of not. This is because AI doesn’t know what a customer is (ideal or otherwise), has no idea what your product or service is and does, and has no true understanding of how this service or product will serve your ideal customer and their needs. Of course, AI is pulling all the information available from the internet to help with its answer but there is no understanding there. There is no determining fact from falsehoods or even which websites are trustworthy and which are not. So, it skims the internet and puts together content which suits the brief as it understands it. This is then when the actual work should start as this content shouldn’t be used in the raw. It should be edited and tweaked by a human who DOES understand the brief, has been a customer (ideal or otherwise) and can imagine what your ideal customer will feel when using your product or services. We are in a world now, where we have generative AI promoting products and services to humans, when it has no concept of what a human is and how it thinks, meaning the marketing department are in fact more important than ever for ensuring content and copy is aimed at humans and human emotions. You could argue that the world would be a more entertaining place if there were more mediaeval lions in it, but it wouldn’t be a great environment for learning, or for basing purchasing decisions on. If you want to maintain the human element in your content, then I would love to help . Explain the brief, your CTA and your ideal client and I will know what I need to ask to get a clear idea before writing. Then you can rest assured your content was written by a human for a human and we can leave the mediaeval lions to the museums.
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