Content creation and marketing

Content creation is an expensive vocation.

Many start the work as a passion, and are almost immediately confronted with the reality of the cost of gear, editing services, internet and other attendant costs.

The reality of these costs, and the need to self sustain pushes content creators to pursue monetization.

Monetisation is the process of converting created content into money, either through selling the art, marketing partnerships or carrying adverts, among other models.

In Zimbabwe, marketers are warming up to content creators.

However, due to their low numbers – as a result of the stunted economic growth the economy has experienced – marketers hold more leverage and sometimes seek to drive their agendas through platforms.

Content creators have had to navigate a delicate path, in which they have to balance their authenticity and taking care of the pocket.

TellZim news editor, Theresa Takafuma, who until her recent appointment in that role was a marketing manager at the publication explained how they have managed to retain content control while being commercially viable.

“A lot of it has to do with their failure to recognize the potential digital content creation can help them. Bottom line is that advertisers who actually have the money do not have an appreciation for online marketing.

And as a relatively small organization, tapping into that market requires a lot of resources, which sometimes we don’t have,” she said.

The resource handicap presents a complication, which needs content creators to exercise their minds.

Takafuma says those with an identity are most likely to survive, although it means the content creators should be ready to make tough decisions whenever they feel like their voice may be compromised.

“The more you try to be creative, the more they think you are just selling dreams. Sometimes they just don’t agree with how we cover certain issues, they think news organisations are just malicious sometimes and they kind of “punish” us by holding their money.

And when that happens, we just move on to the next one, because that kind of content creation is what gives us an identity. When, and that’s a big when we get an advert, we try to create a contract that makes our principle very clear,” said Takafuma.

She said there is need for content creators to be consistent to ensure that they offer a bigger value proposition to the marketers.

 She said upcoming platforms, should also seek to create relationships with institutions of a similar scale, where they have more leverage.

“Small and upcoming businesses don’t pay much but they at least need the advertising, so then content creators will have to adjust their rate cards maybe to accommodate them. If one can manage to get as many as possible, that could work.

Because businesses or donors “buy” that audience. It is what they want. Invest in making your platforms better. Use analytics, be consistent, pay for ads, promote your pages/posts. Because at the end of the day you cannot convince anyone if you do not have a following,” said Takafuma.

A Digital Marketer Innocent Mushamba, who runs No Walls Media said it is important that content creators remain in charge of their processes.

“Content creators should have written policies and workflow. Problem is oftentimes, brand and marketing managers have no proper creative brief.

 If the creative brief is there and objectives are clear, then content creators should have data and proof that their way works. If client rejects their idea then they have a trail in the email. They can go with the client’s specifications if they want the money,” he said.

Mushamba said content creators should know their boundaries and limits in content creation.

“They should know not to be desperate, there should be a written template for workflow and scope of work.

Content creators should never violate their principles, even when there is money to be lost. It all comes back to the money at the end of the day but content creators should be able to explain to the client on why they have things they can do and that they cannot do. Most of the issues are communication issues,” he said.

As content creators emerge in their numbers, there should be conversations around mutually beneficial approaches which allow sustenance and content freedom.

In the manner that mainstream platforms seem to have struck a balance, content creators should reach that level too.

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