The One Big Mistake That's Killing Your Content

In my other life, I am a theatre artist: a freelance director. I direct between three and seven shows a year. Every show that gets out there is subject to criticism and, let me tell you, everybody's got an opinion. I've had people completely trash what was, arguably, my best work to date. And I have had that other imposter as well: unearned adoration.

So, I guess have grown quite a thick skin in the last twenty years and I have the ability to soldier on despite the possibility of heavy criticism on the other side. But most of us aren't lucky enough to have that background and we make the big mistake of worrying what other people will think of what we write or otherwise publish. Worrying about what others think will kill your content faster than the internet forgets a tweet storm.

But, you say, it's human nature to worry about what other people think of you. Doesn't it have to be good, I mean, really good? Doesn't it have to be perfect? I can't make one mistake! The white paper has got to be twenty pages long and meticulously edited; or the movie has to be done with a professional flare or it's no good; or the infographic needs to be chock-a-block with facts and figures....! Wait a second? How long is all this going to take?

While you are carefully putting together your amazing project, other people may have posted dozens of times with short, punchy movies, blogs, and graphics that catch the eye, make a point, and inform. Which is better, right now? I hate to say for all of you striving for perfection: short, clear messaged media is what is getting seen, read, reblogged-posted-tweeted.

Right, then. We need to learn how not to second guess ourselves. We need to learn how to press 'send' or 'publish' or 'post'. Read it once forward, once backward, do a spell check. Leave it a couple of hours and read it again or get your favourite proof-reader to take a look. Read it once forward, once backward, do a spell check. Accept that it will never be perfect. Press 'send'.

That idea is worth repeating: Accept that it will never be perfect. Press 'send'.

The way the interwebs are evolving, it's better to get that content out there consistently and reliably than to worry about any one of your posts being a magnum opus.

Good luck out there!

Jacqui Burke is a freelance social media marketer committed to helping small business build their profits through social media. Take a look at her website at www.jaybirdsocialmedia.com