Digital Herstory

Finally, we are at creating content, this is where you can show off your more creative and storytelling side. Luckily, there are many different formats you can use to do it. If you have a flair for video, then short reels or TikTok videos might be your thing. If you can also draw, then conveying a story through imagery could be appealing. Comfortable speaking but not being behind the camera? Look into a podcast! And of course, writing. If at the end of the day, you just enjoy the simplicity of getting the words out and written, then investigate setting up a blog or your newsletter. The point is, that you have options. Even if you find that you gravitate towards one or two, it is worth spending a little bit of time understanding the basics of the others. This is also good practice when it comes to making content accessible – but more on that later.

Creating content – the types

5.61 billion people in this world have a mobile phone. Most companies today are very mobile-oriented because typically 96.5% of users are going to be accessing information through their mobile phones.

TikTok’s video editing capabilities are quite powerful and worth just playing around with. Apple is a company that has embraced that and turned it into an entire campaign selling on the idea that anyone can create a story with their Shot on iPhone campaign. The point is, that designing for mobile is a safe bet when it comes to creating your content.

Images

Some platforms, such as Instagram, are built with sharing images in mind. If you want to focus on this platform, it can be worth reading up on what works and maybe following some brands or influencers for inspiration. Whichever platform you are posting to, if you use an image, be aware of the different sizes for each platform. You don’t want half of your text cut off in someone’s feed. Ideally, everything that people would need to see would be visible. Luckily, you can use Canva to help you out. All you must do is select “create a design” and then type in the platform you’ll want to post your image on. They’ll create a blank design based on the best size for that platform.

Video

I mentioned before that for social media, TikTok video editing is thorough. However, I do understand not wanting to rely on TikTok if you want to post videos elsewhere. I’ve used Adobe Premiere before and it is a powerful piece of software. But it is not the only one out there. If you have a MacBook, iMovie can get you started. If you already have a Microsoft 365 subscription, the new program Clipchamp might be worth looking into. I have not yet used it so I can’t say if it is good.

66% of consumers say short-form video is the most engaging content in their feed so it is worth giving consideration – even if the idea of sitting in front of a camera makes you nervous. Luckily, most people appreciate a good mix of content. So, if you are more comfortable doing static posts with the occasional video – do that. Remember that it is important to remain authentic to yourself first. And if you do decide to do a video – it doesn’t have to be complicated. Sir Patrick Stewart went viral while reading a sonnet a day. If nothing else – then sit in a cosy chair and read a piece from your book or work in progress. And if you don’t like the sound of your voice – maybe enlist the help of a friend. 😉

Audio

I admit that audio and podcasts are not my thing. There are plenty of options when it comes to sharing podcasts. When I’ve had to edit audio content, I just use a VLC media player.

Text & Copy

Writing for the web is very different than writing elsewhere. Most people won’t read the entirety of a post or an article. (If you are one of the few reading this – hello! 👋) When I am sharing these pieces on social media – I am taking out the main points and heavily summarising them because I know most people will just be skimming through.

We have this concept of “front-loading” copy on any post – meaning you put the most important bits first and expand on it later. You also want to make sure your writing is clear and easy to understand. And of course – be aware of best practices for each platform.

Accessibility

Making sure that your content is accessible means that you are committing yourself to being inclusive. The more inclusive you are, the more people get a chance to enjoy what you have to offer. And as a writer or aspiring author – you’d be offering a lot! Inclusive design is a field that I wish more companies took seriously but that is another topic. For now, what matters is doing what you can to make sure your communications and social media profiles are accessible.

Some things to keep in mind:

1. Keep the copy simple. The average reading age on the internet is much lower than you’d expect. Also, many people may not natively speak your language. If your prose is too complicated, you’ve lost their attention.
2. Keep the copy clear. Avoid using metaphors, idioms, figures of speech etc.
3. If you are writing a long post, break up the content into sections and lists into bullet points.
4. Use descriptive link text when adding links.
5. If you are using images, add alt-text or a description to add context for screen readers.
6. If you are putting text on images keep it short, keep it clear, keep it simple and make sure the letters do not get lost in the background.
7. If you are using audio, add captioning or a video description. (The number of times I’ve missed out on a video because there is no captioning and I’m stuck under a sleeping baby… 🙃)

There is a lot more you can go into when it comes to accessibility but just keeping these in mind will make a world of difference for so many people. You don’t want to miss out on making those connections.

Finally, have fun! This is your chance to tell your story. Don’t be afraid to experiment. Use a mixture of long-form and short content. Evergreen and topical. If a post fails – look at what you can tweak and try again. If a post wins – look at what worked and try that again too.

The other parts in this series are linked below:

• 1. Finding & growing your audience
• 2. Planning content
• 3. Creating content & accessibility
• 4. Nurturing your community