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Three myths of marketing for creative content producers

Marketing is changing all the time, and these days, it''s much more personal. Click image to enlarge.

Marketing is changing all the time, and these days, it''s much more personal. Click image to enlarge.

Producers and directors; content creators; everyone who makes movies, music, design, art and writing — they all have to do marketing at some point. The marketing landscape is changing weekly, so it''s hard enough keeping up with new ways to market as well as marketing itself. Advice that was great a year ago may not fit today. Here are a few myths worth discussing.

Myth #1: Be on all the social networks
Actually, the better advice is you need to work the social networks. You may have friends who are always after you to join LinkedIn, Facebook, Twitter and many other sites that crop up monthly. You figure if you join then all, then you are covered.

But, if you don''t work the networks, you may just discover the effort to join them all gets you nowhere. Producers, directors and media artists barely have time to keep up with emails, so keeping up on all the networks is a stretch. It''s often better to just choose one and focus on that. Pick the network that seems the most appealing, and sign up. Create an account and start some conversations, post some pics and get some stuff going.

Social media networks thrive off interaction, and if you have a mix of conversation, contribution and old fashion marketing of what you do, you can get a lot of traction. So try just focusing on one network for now. See how it grows. It''s kind of like planting one garden or five gardens; one will be much more manageable.

Myth #2: Have a blog
The better way to put it is you need to have an archive. Some people blog, and their website has years of content. And that''s a good thing. It helps when someone first discovers you because you have a vast amount of content they can explore. But this does not necessarily mean a blog these days. Years ago, blogs were the only way to creatively get your views and content out there. But these days, there are social networks that can help with that. Why craft a blog post that gets a few comments when you can post a random question on Facebook and get 30 responses and 20 “Likes”?

Just try to think outside the blog. Blogs are certainly not mandatory these days, and if you are more interested in creating a Facebook Group, then do it. Or a Fan Page. Or a Twitter account to get out info. Also look into micro-blog services like Posterous or Tumbler. They are more for sharing quicker snippets of content. A blog is not as mandatory as it once was, but it is good to have a few areas of getting archived content out there on a regular basis. And these days, there are many more options that extend beyond blogs.

Myth #3: Have a demo reel on your website
Some websites only have a demo reel. That''s it. Marketing has changed in the last five years. It''s more about personal connections via social media. However, a demo reel only shows your technical side. You may be wonderful to work with, have a great sense of humor and pay attention to client satisfaction, but people won''t know that from your demo reel. Older websites have a demo reel, list of software the creative artist uses and a list of clients. But it''s very hard to stand out from the pack with just that these days.

Your site needs to have more of you. Showcase your personality. So while it is good to have some demo footage, have it as part of the mix, not the whole story.

These are just a few examples to think about. Once again, marketing is changing all the time, and these days, it''s much more personal. So, make sure you don''t just focus on your technical skills. Make whatever marketing you are doing as much about you as possible.