OK, I’ve combined your two great loves: content creation and Cersei Lannister. (Come on, you know she’s secretly your favorite Game of Thrones character.)
So, here they are. Read on for content creation tips from the Queen of Mean (sorry, you’ve been dethroned Leona Helmsley), Cersei Lannister.
1. Keep It In the Family (But Not Always)
I’m not saying mate with your siblings, but if you need expert advice to flesh out your content, ask your own in-house experts.
Better yet, find out which employees in your company actually have an interest in writing, photography, video, etc. and give them the opportunity to use those hobbies creating authentic content at work. You get content that your readers love and your co-workers get to do something that they love. Share the love – in a non-icky way.
When shouldn’t you keep it in the family? Well, childbearing for one. But in content creation, if your in-house experts are too busy doing, you know, their actual jobs, or if you don’t have a writer, content strategist, video producer or others necessary to whip up the quality content you need, it’s best to look for outside help.
For example, while Jaime Lannister was out getting captured, Cersei hooked up with … oh, nevermind. (Mild spoiler: Let’s just say that Cersei’s wishing she’d looked for outside help right about now.)
2. Stock Up For a Rainy Day
When it comes to content and wildfire: more is better!
Why stop at one jar of deadly green stuff when you might need to defeat an entire army someday? You don’t want to run out and be left defenseless mid-Baratheon-battle.
The same can be said for content. Create a backlog of quality content as evergreen as Cersei’s wildfire reserves and you’ll have enough emergency content to last fighting a bout of greyscale.
ABC: Always Be Creating.
3. Don’t Be Boring
To quote Cersei Lannister: Nobody cares what your father once told you.
Cersei refuses to be bored – and so do your readers. The Internet cured boredom.
As you know (or you wouldn’t be reading about content creation), we don’t need to watch ads anymore. It’s now your burden to entertain your audience. It’s not hard though.
All you have to do is make lists of all of the problems your product or service solves for customers – and write about them!
Potential customers are out there looking for answers to solve problems that you can fix. Tell them how they can fix their problems and offer a solution, and your readers will never be bored.
4. (Sometimes) It’s OK to Take Risks
So letting a shady maester keep someone alive by dangerous and unorthodox methods is a little risky, but when revenge for your child’s death is at stake, hey, ya do whatcha gotta do.
It’s pretty much the same thing in content creation.
The stakes are high. Don’t be afraid to take risks with your content.
Don’t go all expelled-maester Qyburn on your content, but spice it up a little to capture traffic from the competition. You can’t go wrong as long as you keep your audience and their interests in mind.
Bodyform created this risky yet hugely successful video in response to a Facebook-page comment.
5. Honesty’s the Best Policy
(Major Spoiler – expanding on my earlier Mild Spoiler)
Unless you’re cool with getting caught in a big, embarrassing lie, being exposed as a hypocrite, ruining your reputation, getting thrown in jail, etc., just tell the truth.
As Cersei learned this season, your indiscretion might get exposed when someone you once trusted decides to get all pious and tell the world about your incestuous affair.
OK, that’s probably not the lie you’d cover up in your content, but the idea’s the same. Don’t cover up a screw up. Just be honest, admit your mistake and vow to do better in the future. Your readers will love your honesty and, despite your mistake, they’ll trust you because they know you’re honest.
For example, Patagonia told its customers not to buy one of its best-selling jackets because of the environmental consequences of making it. Patagonia’s brand is built on preserving the environment in order to enjoy it. That way, future generations can enjoy the environment and purchase their outdoor gear from Patagonia. The company isn’t self-defeating with this campaign; it’s self-sustaining, and customers – and potential customers – love the honesty.
You don’t have to go squealing every misdeed to the nearest creepy cult leader, but spin is/should be a thing of the past. Don’t pretend you’re something you’re not or you’ll pay the (iron?) price.
Oh, and bonus Cersei tip: Always pay your debts.
How about you? I’d love to hear your Cersei Lannister-esque content creation tips. Share in the comments below!