Malick Ba

The Key to Content

May 16, 2017

Last night I was locked into game 7 of the NBA playoffs between the Washington Wizards and Boston Celtics. After the game, I tuned into one of my absolute favourite sports related Instagram accounts, Bleacher Report. There have to be a million Instagram accounts dedicated to providing followers with content relative to highlights, scores, etc, etc, etc. Bleacher Report is a bit different. Immediately after a big game 7 victory by the Celtics, BR posted the famous “How do you like them apples” scene from the film Good Will Hunting…but edited the clip to have super-star Isaiah Thomas as Matt Damon in the scene with the Washington Wizards team on the inside of the café. I don’t do the clip justice by describing it, so check it out here under “How do you like them apples?”

BR is known for these swift, precise, and hilarious edits. If you’re into sports, I seriously suggest you check it out. But more importantly, it got me thinking about how these factors weigh into producing content. So what’s the secret? Do you need a million dollar budget to produce clips like this? Absolutely not (but it certainly helps).

What makes good content, good content? Timing helps. Within moments after the game, I saw BR post that clip. Knowing that your audience will immediately be opening Instagram right after the game means that they can get immediately exposed to some new posts. I can’t lie, if you’re an account like BR, you have to be lightning quick in posting content that’s 1) relevant to context. 2) Engaging (funny/honest) or 3) Quality.

Certainly, factors like scheduling, editing, etc are all important when producing content online. This is a way for content producers to measure the quality of their work. But when it comes down to it, no one wants to see anything generic, boring, or not entertaining. It’s as simple as just understanding who you’re trying to engage, and from there building something that your audience might want to look at. People focus so much on tricks to gaining followers or likes, but won’t take the time to actually put in work. You can’t expect good grades if you don’t study for the test right? The most successful online content producers take the time to make sure the work they are putting is relevant to who they want to look at their stuff. Now obviously it takes a lot of time to actually make sure what you’re putting out there is quality. It takes time to get good at what you want to be doing. So what IS the secret? There is none. Just do the work.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

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