Why Self-Awareness is the New First Step in Content Creation

Have you ever been in a social or business situation, thought of something to say, and then before you could speak - something stopped you?

• Maybe you wondered if it wasn't the right time to say it

• Maybe you took an extra few seconds to make sure you framed it right

• Maybe you took a few minutes to decide how it would be received

• Maybe you worried how it would sound

• Maybe you wondered how it would influence someone's opinion of you

  
  

Would you agree it is a good idea to consider issues like these instead of just impulsively speaking out, especially when there are stakes involved?

In a communication and relationship context, these critical moments where we pause and think before we speak are centered around self-awareness.

One of the best two-way communication books I've ever read is Crucial Conversations, and it explains communication challenges and solutions rooted in understanding thoughts, emotions and audiences.

Additionally, it shows how these principles apply consistently at work and home because they are rooted in human psychology and behavior.

One key piece of advice from the book is to "start with heart" 💖 before engaging in dialogue. This includes stopping to ask yourself questions before you impulsively speak to avoid negative consequences.

This includes questions like:

• What do I really want for myself?​

• What do I really want for others?

• What do I really want for this relationship?

👉🏻 We're living an a content marketing era where communication and relationships should be at the center of a modern content strategy.

However, we don’t see enough proof of that.

Why?

Well, three of the most common reasons include:

• Content marketers don't know how to evolve their strategies to align with the modern era.

• Content marketers don't like to think they have to change anything.

• Content marketers aren't aware of their own self-sabotaging ways.

As marketers, we can be very skilled at running into walls we built ourselves.

Then we get up, pretend nothing happened, and do the same thing again.

Part of the reason for this is we go into content development or strategies with the belief that we know everything we need to know.

That's not just a marketer thing - it's a human thing.

The brain is comfortable in that position. It's on autopilot and our processes become habituated. Conserving mental energy is easier than taking the time to:

• Re-evaluate something

• Re-define "best practice"

• Learn something new

That's why many aren't aware it's happening. We’re on autopilot, and in marketing, that state can last for years.

Meanwhile, trends are changing, but we're not changing our ways.

The content marketing trends of today are centered around relationships, humanization, authenticity and connection, and that shouldn't be news to anyone today.

However, if we’re serious about adapting, we must start viewing content communication the same way we approach person-to-person interactions.

This means we have to be thoughtful about:

• First impressions

• Potential responses

• Potential interpretations
  

And that's where self-awareness comes in as the new first step in content creation.

We have to stop and think before we create content that will communicate to our audience. In this case, the stakes include:

🚨 Brand reputation 🚨 Your competition 🚨 Audience responses 🚨 ROI 🚨Differentiation (or lack thereof)

Oh, and hitting another wall.

Self-awareness in this situation is about taking a moment to reflect on why this content is being created and how it benefits the audience.

Question: Who is this content for—us or them?

Now this may seem like a typical question, and if it is, the self-awareness comes in how we respond to the answer.

What we're trying to do here is make sure the audience is being put first. All too often, the marketer or company is putting itself first.

That's why the question involves a WHO and a WHAT.

👉🏻 The what = a spreadsheet, a content quota, an old process ("the way we've always done it)

When that happens, the odds of differentiation and connection tank.

Keep in mind it's possible to SAY you're putting the audience first while making content that is designed around misguided internal strategies or old strategies that have been on autopilot for months.

It's not much different for a company culture that says they are customer-focused, but customers say otherwise.

Question: What is the purpose of this content? (Be aware of the response)

Again, this could be a common question, but we have to be aware of when the answer is going to sabotage connection.

This is another question that might help us realize we made this content with US in mind first.

Not only with answers about the number or quota we're trying to hit, but it might also generate another type of self-sabotaging answer.

An answer that says something like:

• "We're telling the audience they need to know..."

• "We want to promote our..."

• "We're trying to get clicks to our..."

• "Our audience should want this..."

Answers like that result in =

Please note: I'm not suggesting you shouldn't have goals or any type of measurement. I'm saying it's more counterproductive to put that first.

Remember, when our brain is in autopilot, we can miss A LOT. This includes trends on how SEO is changing, how attribution software is failing, and how measurement is changing.

Question: If I was looking at this content, how would I react? (If you know)

Now, while this is a critical question, context is key.

1. You really have to know your audience - especially if you're not in their demographic.

2. You may be able to answer this question in a general sense.

There are some content experiences that cross all demographics, like email spam, clickbait, gated content, repetitive content, and selfish content.

In cases like these, you could answer the "how would I react" question pretty easily.

If it's an email - would I open this? Would I respond or react? Would I care?

If it's a social media post - would this make me read or click? If it's a blog - has my audience seen content like this from others?

If it's any type of content - would I feel like this is more about them than me?

Then there's the demographic disconnect.

We have to have the self-awareness to recognize even though we might like the content, our audience might not.

I'll give two real life examples.

I was talking to a EVP at a SaaS company about expanding their content to reach more people.

I suggested video.

Her response was something like, "I don't see why we need video. I would much rather read an in-depth paper than watch a video."

Have the self-awareness to realize there's room (and a need) to reach both audiences. They're not ALL like you.

Another time, I was working with a company in the real estate industry, and they were developing copy for some marketing materials.

The demographic age was in their 40s - 50s, and I was talking to a marketer in her early 20s.

I suggested a copy change because there was a potential disconnect between the message and the audience.

Her response was, "If I read (my suggestion), it wouldn’t mean anything to me."

I asked, "But are in your 40s or 50s?" Of course we both knew the answer to that question.

Full disclosure - As a creative, As a creative, I've had to develop self-awareness too.

It's easy to fall in love with your own work and forget you're not creating something for you.

So, I have to ask myself similar questions about why my audiences would care, what they would get out of it, what they would remember, etc.

Marketing departments can easily fall into that trap. They love it, and that's why their audience needs to see it.

Then they realize their audience isn’t nearly as excited

It's this type of vibe:

The lack of self-awareness in today's content marketing is the cause for many of the challenges we have and the frustrations our audiences have.

If we didn’t apply self-awareness in high-stakes person-to-person interactions, we could cause just as much damage.

This is about slowing down and taking time to make sure we're thinking before we create and publish.

Content is going to communicate something to your audience one way or another. Be aware of how it could convey a message or impression that could help or hurt your brand.

That extra moment of reflection is well worth it.

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Here's how self-awareness shapes the impact of thought leadership content.