As marketing consultants, it’s essential we understand the motivations of content creators who may turn to us as clients.
What’s their outlook?
One important element for marketing consulting companies to understand their perspective and expectations is determining what they are seeking. They may have the lofty ambition of turning their creative output into their primary source of income. They may also see that output as a personal passion they are driven to take part in with less regard for the revenue potential. They may even see it as simply a hobby they enjoy with little or no concern for the financial aspect. Clearly there is no one-size-fits-all approach, but it’s clear that each of these motivations plays a significant role in shaping the content creation landscape, and any firm or agency providing business marketing; especially any digital marketing company or video content production company providing such services should be aware of the these factors.
Career-minded
Let’s start with those creators who may be looking to achieve profit to the point where their creative endeavors become their de-facto job. Many content creators view their craft as a career or potential career, and work hard toward building a stable and lucrative income stream. They may have studied in a field they wish to parlay into such goals, or they may have learned their skills on the job through internships or professional experience. For these individuals, creating content is not just a personal passion or a hobby; it’s a job that they take seriously and approach with professionalism.
Personal passions
On the other hand, some content creators see their craft as a passion. These individuals may have started creating content as a hobby and found that they have a real talent for it, or they may also have an academic or professional background in it. Nevertheless, for them, content creation is an opportunity to express their creativity, hone their skills, and share their unique perspective with others. They may even feel something of a compulsion to engage with their respective talent, whether it’s natural or learned. With these types of motivations driving them, they may not be as concerned with making money from their content, but instead, focus on creating something that is meaningful and fulfilling to them.
Hobbysists
Finally, there are content creators who view their craft as a hobby. They may have a full-time job or other commitments that are otherwise satisfying, and use content creation as a way to unwind and explore their interests. This isn’t to say that they don’t care. These creators may not have the same level of consistency in their content as those who see it as a job or passion, but many hobbyists are more than capable of producing extremely high-quality work. Also, if they’ve come to us, they are demonstrating the commitment to invest in themselves and what they do.
Putting it together
So, what does this mean for marketers? Understanding the motivations of content creators is crucial for building strong relationships with them. For job-oriented creators, marketers can offer opportunities for paid work, sponsorships, and collaborations. This can also mean establishing a higher degree of expectation in their work and professionalism. Passion-driven creators may be more interested in creative partnerships that allow them to explore their ideas and express themselves authentically. Building local relationships with like-minded individuals and organizations may also be an important element for them. Hobbyist creators may be interested in connecting with communities that allow them to share their interests and with others who share their hobbies, but with less focus on rigor and expectations.
Take their lead
Content creators come from all walks of life and have different motivations for their craft. As marketers, it’s essential to understand and respect these motivations to build meaningful and effective partnerships that benefit both parties. By understanding these nuances we can nurture strong relationships with creators and build compelling content that fulfills and satisfies the creator while also connecting with their desired audience.