My career began on the air and then shifted to virtually every position in the industry, including my own business, working on the corporate level, and back again to local management, but it all started with a desire and ability to create content.
Even as a young on-air personality, the key was creating unique and compelling content for listeners. With all the industry changes, I have been researching what successful content creators do each day to remain relevant for their listeners, viewers, and readers. Here is what I believe are the top 10 habits of great content creators.
Stockpile Material
Great ideas just don’t appear on a shelf. I remember writing a novel about fifteen years ago, and I discovered that there is a definite formula for coming up with storylines and character development.
Top creators collect gems and sparks and pore through screenshots, overheard comments, odd stats, and questions. They keep a detailed and organized system of notes, voice memos, reels, videos, photos and screenshots. Inspiration never relies on memory – especially one like mine. Even when developing ideas for my articles each week, I look at what’s happening on many various fronts in the industry. Stockpiling allows you to sift through the pile later for patterns and trends that might create a terrific idea.
Show up every day
Even if you work for yourself as a content creator, you need to show up and do the work. And you need to show up on time and on schedule! Creativity is often free-spirited and spontaneous, but it mostly loves (and requires) routine more than your lightning bolt ideas.
My own example I offer is that my articles are due at Barrett Media no later than Wednesday for publication on Thursday. If I were to follow that schedule, my ideas would feel pressured and stilted. I often write them a couple of weeks in advance to be sure they are on schedule and still timely. You must also consider other people’s responsibilities after your content arrives. Being on time respects everyone else’s roles. This consistency lowers the pressure on any single piece and builds audience trust through the rhythm you have created.
Change things up and “Think Different”
Steve Jobs used this all the time. Great content creators design ways to change things up. While blank pages can be scary, boxes may be liberating. Many creators pick specific formats such as three ideas in 90 seconds, one insight per story, and one video per day, all of which enable them to focus on the choices they created. This reduces fatigue, speeds processes, and can make content unique and recognizable. This could mean recurring series, fixed segments, or signature styles and hooks.
Protect your hard work
This allows creators to embrace boredom. The best material created often requires true “quiet time.” It can stimulate the most creative concepts. Creativity needs you to carve out distraction-free blocks for drafting and editing. Only then can you intentionally step away and get away from podcasts and phone-free activities. Mindless dishwashing does wonders for a wandering mind. Idleness without distractions often lets the subconscious connect the dots that are floating inside your head.
Chase curiosity, not only trends
I personally love this one. While content creation requires an understanding of what’s hot, we should all start with questions: “What am I stuck on? What would surprise my fans?” When riding a trend, add a twist using data and stories crafted as only you can provide. Remember that much of the original content has already made it to your audience’s eyes. The blend of personal interest and public relevance keeps your work fresh and sustainable..
Publish imperfection
It’s ok for top creators to avoid overworking drafts. They make a quick version, check it for spelling and grammar and then ship it and watch for results and feedback. Content that resonates gets expanded, while your inevitable misses should be viewed as lessons. Momentum beats meticulousness, and iteration turns “good” into “signature.”
Read outside of your own lane
Breakthroughs can often come from crossing lines and comfort zones. The key is to read more about totally unrelated industries. By importing topics and people from other fields, your own thinking, systems, design patterns, and interest levels will expand and eventually supply more concepts and ideas. Find angles you own niche would rarely even see.
Collaborate and credit
Collaborate and credit everything and everyone that goes into your ideas. Here is one I just don’t see enough of. If you count on yourself for every idea, there will never be a way to stay ahead of it and scale your creativity. Community is empowering. Pros swap ideas, drafts and ideas. They often trade interview experts and count on others for sharp, honest feedback. Be sure to credit people generously with salutations, links and shout-outs. Building goodwill widens idea networks. This type of thinking attracts other collaborators, which elevates everyone’s work.
Keep Progress Organized
Keep your processes neat and well-organized. Save your templates, checklists, libraries, and storylines. One single idea might become a thread, a reel, a newsletter, or a slide. You will find that operational and “process clarity” will actually free up bandwidth for the part only you can do. Making meaningful content.
You Matter
You matter – a lot. This may be the one thing no one does very well. I know I am remiss here, as well. Take care of yourself. Sleep, exercise and eat properly. I read that this shouldn’t be viewed as “occasional and is truly the power grid.” Perhaps I would be more prolific if I treated energy management like my craft. I do believe that a true shutdown ritual ensures that tomorrow’s brain arrives ready and in better condition.
The most important part of these habits can be encapsulated by reminding any content creator to capture endlessly, publish consistently, embrace boredom, and feed yourself and your brain with healthy eating and rest.
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
