I’m going to start with an assumption…

You’re a super creative, but your time and resources are kind of limited – and you have big goals for Social Media and audience engagement.

(Hello you… You’re part of a very big and talented club! One that has a thorny old challenge on its hands: how do you build a better audience for your content – one that reads, views, listens and shares your stuff – when you’re constantly operating within a very tight set of constraints.)

I’ll wager that, nine times out of ten, it’s not the choice or quality of format for your creative that makes the difference between generating a rapturous reception for your work or seeing it sink like a stone. Most often, I’d say it’s all to do with time… time spent thinking, formulating, scribbling on notepads and whiteboards and generally giving yourself the space to goof around with your ideas.

Mr David Ogilvy knew a thing or two about this. Here’s what he said in his Confessions of an Advertising Man

“The creative process requires more than reason. Most original thinking isn’t even verbal. It requires ‘a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.’ The majority of business women / men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.” 

Some other tyrannical things to add to the list:

Fiddly imaging apps.
Industrial-like video editing tools.
Arcane code-level widgets for other bits and pieces of content editing.
Onerous content creation and management workflows.
(And most of the folks you rely upon to help you use them effectively.)

I could go on…

Here’s a breakdown of my ideal production schedule. (Yes, I’m in the same boat as you!)

Wouldn’t it be nicer to be paid more for the thinking and the doing parts? What a difference that’d make to results!

So, here’s a thought…

Automate for formats.

(Yup, use Felix. Video, Audio, Stories, etc.)

And then… re-organise your time as follows:

Max out your time for creative ideas – make the kind of schedule that allows for research, analysis, concepting, brainstorming and the like… and at least a desk-free cup of coffee between the creating and buffing stages.

Optimise for tweakery – like, come back to it fresh …and then noodle away, make it even better and more engaging.

Then publish and share. (Use good, smart tools for this bit too.)

And, at all costs, spend minimal time on futzing with tools.