When I’m not performing my typical duties as Rainmaker Digital’s Marketing Technologist, I’m cooking up a storm in my kitchen.
Amidst the rhythmic chopping of fresh produce, the clashing of pots and pans, and the roar of boiling water, I realized that my two roles have a lot in common.
They both require a balance of technique and artistry — a balance that is also an important factor when creating content, because when you strike it, you produce experiences that your audience craves.
First, master your technique
A chef needs to have a variety of knife skills and perfect every type of cut, from julienne to paysanne.
Have you ever seen a restaurant kitchen? There are so many different tools, and a chef’s success depends on his ability to correctly use each and every one of them — from the “big guns” like grills and ovens to often-overlooked accessories like peelers and skimmers.
Just like a chef, a content marketer has a variety of tools at his disposal that help him build an audience.
A fast, secure, mobile-friendly website is more than just a platform for publishing content. It’s a place you want your prospects to easily find and enjoy visiting, so building your site also requires a mastery of SEO and design.
Once your community starts growing, email marketing software allows you to nurture prospects. It’s a tool that connects you to the people you serve.
And if you host webinars, you need to have a handle on the tools that help you give seamless presentations to your attendees.
Next, craft your art
When I put on my (figurative) chef’s hat, I always strive to make my meals as creative as possible, especially with plate presentation. Crafting a perfect plate takes a fair amount of planning.
A good chef makes sure the plate isn’t too heavily weighted on one side or overcrowded in general. Instead, he uses as few elements as possible to complete a winning dish.
It could be viewed as effective content that gets to the point.
But focused content isn’t boring. The best meals have a delicious fusion of flavors.
Your content marketing strategy is an opportunity for you to meet prospects where they are and guide them where they want to go — all while using your creativity to get them to know, like, and trust you.
The result is a positive, lasting impression
Let’s think about balancing technique and artistry in terms of eating a meal.
Would you rather eat a delicious entrée that looks awful on a plate, a disgusting dish that looks exquisite, or one that is both presentable and tasty?
Of course, the presentable and tasty meal is the one that leaves a positive, lasting impression in your mind.
So when it comes to your content … if you only master technical tools but don’t have a creative toolbox, you’ll find yourself struggling to attract an audience. On the flip side, if all you bring to the table is your inventiveness, you might not have the right foundations set to turn those audience members into customers.
A complete content marketing package is both technical and artistic.
Reader Comments (9)
Freddy G. Cabrera says
You have to become a master of your craft. No doubt about it.
And for you to do that. you have to be passionate about what you are doing. It is a requirement – because you cannot master something you are not very passionate about. That is just the way the cookie crumbles around here! 😉
Thank you for sharing this!
Best regards! 😀
Will DeWitt says
Hey there, Freddy!
I absolutely agree that passion is a pivotal part of one mastering his/her own craft. Thank you for reading the article. I am glad you enjoyed it. 🙂
Lucy Miller says
I totally agree with this article that you need to have at least basic SEO and design skills when doing content marketing strategy. I’m an article writer and I started studying SEO for a while now, and I realized that one of the most important things to do when you have a blog on your site is to make it web-responsive so it can render on all devices, especially nowadays that people used their smartphones more than their PCs and laptops. Even if you have a great content on your blog or site, if it’s not optimized for responsive web design, then you just wasted half of your chance of getting visitors and readers.
Will DeWitt says
You are spot on, Lucy! In order to run a successful blog, it’s super important to have a responsive site that looks appealing across all devices. And if you don’t, you’re simply wasting effort and time. Thank you for sharing. 🙂
Naveen Sharma says
It is true that a balance of technique and artistry is necessary. The analogy of a tasty dish presented beautifully is a good one. But a writer being primarily a creative soul would be inclined naturally to focus more on the content and different topics and their details rather than the technical aspects. He needs to guard against this tendency and stay updated with the techniques available and how to use them.
If a writer finds it diffcult to master the techniques due to lack of time or otherwise, he can get help from friends or hire someone to take care of the technical stuff. Whatever way he chooses, he must balance technique with artistry. For a writer such articles or tutorials are very useful that explain the technologies and tools in a simple manner.
Your article does a good job of bringing out the importance of a balance between the two aspects of a good, successful blog.
Will DeWitt says
Thank you for the kind words regarding the post. I am glad you were able to take something away from it. 🙂
CR Compumania says
Awesome. Since I’m not a designer I always try to create relevant and “tasty” content. Once I have the “perfect” content, I send my content along with ideas to my graphic’s guy. I don’t think I’m able to handle both aspects but I was able to find a partner that complements my lack of creativity. I love your analogy and now I’m hungry 🙂
Will DeWitt says
Hey – finding a true partner whose strengths help lift up your true weaknesses is absolutely okay! In fact, for my personal site, I too have partnered with a graphic designer who has helped take my brand to new heights. 🙂 I hope the analogy didn’t make you too hungry. It should have a disclaimer near the top saying, “Caution: Do not read on an empty stomach.” 😉
Icy Sedgwick says
That’s a fascinating analogy! I’m a writer but I love tech so learning about the SEO and design side of things was a lot of fun – and I think that’s something else that you need. You need to ENJOY what you’re doing!
This article's comments are closed.