I ain’t got a choice, but to work on Maggie’s Farm no more

What do you do? I work in ‘content’.

And does that make you feel good? Of course not.

No one ever aspired to be a content writer. Or a content producer. Or a content anything.

But in today’s world - content is the grist for the mill of corporate communication.

That it’s barely disguised advertorial is besides the point.

Everyone knows this anyway.

So the question becomes - is your content valuable.

Does it put the customer at the centre of the story? Does it solve their problems?

Does it speak to them in ‘their language’. Does it highlight ‘pain points’ and offer tangible ‘solutions’.

Does it engage?

Do you have a good hook?

Once you create - do you have a distribution plan?

Are you ready to say the thing over and over again in different ways until it finally hits?

Does your content convert?

Is there attribution we can track on it? Can we see the ROI?

Have we got a video strategy?

Does this fit in the right stage of the buying funnel?

Can’t we just get AI to do this? (Yes - nearly - ‘content’ is the most eminently replicable form of creative going.)

Are we having fun yet?

We’ve gone from ‘content is king’ to ‘content is what many creatives need to make a living if they expect to get paid anything like a living wage’.

Most people who work in content are well meaning.

They want to educate, entertain and inform. Do a good job.

They know that putting the customer at the centre of the story is what matters.

And they have views on what makes good, good.

But if you ask them really - did you ever want to work in content?

Surely it’s only the demoralised and the lost who would truly say yes.

Maggie's Farm for the modern creative?

It's the content farm baby.