Creating Conspicuously Compelling Content


It’s funny how little things change in the middle of big, world changing experiences. I’ve noticed that my daily blog viewership has gone down, as have many other folks I’ve talked to. The number of people reading has been reduced for some reason. However the number of video views of content on other platforms like Youtube has gone up dramatically. It’s almost like the people that were reading because they wanted to get a quick digest now have the free time to watch a whole video on a topic.

I got on the bandwagon too, recently publishing my first episode of Tomversations this week. I’ve also talked to several friends that are either starting or restarting a podcast. The gold mine for content creation has opened for business. However, I still hear the same refrains about content that I’ve heard for years when I talk about writing:

  • “I don’t have anything to say!”
  • “It’s hard to write things down!”
  • “Isn’t it easier to just talk about stuff?”

These are all valid questions, no matter what medium you’re developing for. But let me give you a roadmap to take those objections, turn them on their heads, and be able to create any kind of content you want to produce. And yes, because you’re reading this instead of watching it, be prepared to write just a little. I promise it will pay off.

Writer’s Clearinghouse

You can’t create without ideas, right? You need some way to jot down all the things you think about. Photographers have a saying that the best camera is the one you have with you. I would say that the best note taking device you own is the one you have with you that you use. I know a lot of people that carry pens and little notebooks, like my favorite ones from Field Notes. They think that having a few pieces of paper in their pocket is enough to get their ideas to spring forth from their forehead like an ethereal Athena. Sadly, that’s not the case. If you don’t use your note taking device often you won’t build a habit of using it when you get an idea.

For example, I take notes in a variety of places. One of them is a program called Drafts. I’ve recently started using it to corral all my random ideas. Thoughts about posts. Story outlines. Scripts for videos. You name it. If it think it, it goes in a draft somewhere. It’s like my digital version of The Jones Grail Diary. It’s not organized, but it doesn’t have to be. Just enough reference for me to remember what I was talking about and the main idea. Sometimes I’ll pull out my phone during conversations to take notes. Those drafts are then synced back to my laptop for perusal and consolidation. Whatever tool your using, make sure you use it as soon as you get the idea. If that poor thought escapes into the nether realm of your brain it’s no good to anyone.

And don’t be afraid to jot down the craziest things. No idea is wasted if it’s on paper somewhere. You never know when you’ll create BGP on napkins. Just make sure you have all those papers or drafts in a place where you check them. If not writing something down is bad, writing it down and forgetting to check in on it is just a little bit better, but still bad.

Outline Everything

People think that when they start a conversation or join a podcast recording that magic is just going to happen. The ideas are going to flow and we’re going to have compelling content. The real world couldn’t get any further from the truth. Ideas spring from nowhere, but they grow very slowly. In order to really build around them, you need to nurture then along with some help. And that help usually takes the form of an outline.

Outlines help you plan out your ideas and support them. Remember how we were all taught to write paragraphs in elementary school? Main ideas followed by two or three supporting sentences. It’s basically and reads like formula written by a fourth grader. Guess what? That’s a perfect outline. When I started writing this post in my head, I started with the main ideas and then wrote down supporting ideas. Now that you’re out of high school grammar class you can build around your paragraphs with more than just a detail or two. You can add anecdotes or data or even pictures. And that makes your content nice and supported.

Outlines also help the thinking process. When I record podcasts I have an outline. The Gestalt IT Rundown happens because Rich researches the stories that we riff on. I can make jokes because I know the stories ahead of time. We work on where to put stories because some are better fodder for jokes than others. That’s the outline process. Podcasts are no different no matter how many guests you have. Maybe it’s a one-on-one episode. There’s an outline of the flow of the episode. It may be very detailed to hit all the points. If it’s a community show or discussion, there may be a loose outline designed to give some guardrails to the content. Even a one-sentence main idea for the topic can be and outline if you keep referring your discussion and arguments back to it.

Savage Writing

I know far too many people that treat their first draft like some kind of sacred relic. This is the best thing I’ve ever produced and it can never change from this form. I will pour my effort into it and that’s all I need.

That’s crap.

First drafts are one step removed from outlines and notes. They’re tying things together. Treat them like sketches and not paintings. Don’t be afraid to rearrange, delete, or outright destroy them. There have been many drafts that have been deleted or radically changed by the time I got to the end of the last paragraph. Likewise, there are times when I realize halfway through a conversation that we need to take things in a different direction. The value of being able to change your mind is that you do it when you need to.

Drafts should be massaged and built up to get to a final product. But don’t be afraid to put them on the shelf and let them sit until the time is right. I have dozens of drafts in my archives waiting for more attention, more research, or better timing to be effective. The ideas are sound. The outlines are good. They just need more than I can give right now. Or maybe the topic isn’t quite ready to be discussed at length. What’s important is that the work I’ve done is already waiting for me when I want to come back to it.

Coming back to your work after the fact is an important thing to try if you feel stuck. I’ve been known to walk away from a draft post or script because I need to get my head out of the wagon rut thinking I was in. Forcing myself to do something else or talk to someone to change my way of thinking has done wonders. Coming back to something with fresh eyes and brain cells often makes a huge difference. You can catch little mistakes or realize there’s a better way to state your argument. The time it takes to change your mind for a few minutes probably would have been wasted on doing nothing anyway.

Just Record.

Okay, you’ve jotted down ideas, built your outline, and written a script or a first draft. What do you do now? Well, like my other famous advice, you need to record your thoughts. Just. Record.

Don’t get caught up in things like perfect lighting or audio balance. Don’t freak out if you stammer or someone drives a garbage truck past your recording studio. Just get the thoughts down. Get a feel for how the flow works. Often, you’ll find that you think of changes on the fly. New ways to word things. New supporting ideas that work better for your discussion. I’ve been known to come up with some really great analogies halfway through an explanation that I would never have been able to think of otherwise. You have to get the content down somewhere.

You can always record again. You can always edit mistakes. You can record the intro last and the ending first. You can fix just about anything in post-production after you get the hang of it. The key is that you’re capturing content. Just like writing or outlining or note taking. It’s happening and the content is being created.


Tom’s Take

Content may not be perfect the first time, but neither was the electric light bulb. It’s only through the process of forming things that we can refine them to something that works. Every creative endeavor is rough around the edges. As time goes on, the wear is less apparent as you focus on the good instead of the bad. The errors are less conspicuous than the content you want to share.

2 thoughts on “Creating Conspicuously Compelling Content

  1. Pingback: Creating Conspicuously Compelling Content - Gestalt IT

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