Content Personalities: Working with Others without Going Insane
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Transcript of Content Personalities: Working with Others without Going Insane
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Content Personalities: Working with Others without Going Insane
Andrea Goulet Ford @andreagoulet
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Content strategists and creators work
with a wide variety of
personalities.
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Our job is to extract ideas from other
peoples’ brains and make
sense of them.
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When we work with people like us, it’s
easy. Fun even.
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When we don’t empathize with
our partners, it’s not so fun.
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We can improve our
work by understanding other people.
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Content Personality #1: The Artist
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PROS CONS
Instead of asking what you can do to help, provide options. “ I know there’s a lot going on, and I know x, y, and z are a priority. How about I help you with x by creating an outline, or coming up with a list of blog posts?”
• Produces engaging content
• Has a clear vision
• Inspires others
• Understands content value
• Won’t delegate
• Becomes bottleneck
• Difficult to manage
• Resistant to structure
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Content Personality #2: The Admin
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PROS CONS
Use constraints to your creative advantage. Instead of open-ended brainstorming, put the right types of rules around your
creative thinking to generate greater results.
• Time management masters
• Detail-oriented
• Provides structure and process
• Organized and punctual
• Potential micromanager
• Difficulty thinking “outside the box”
• Content feels flat and unoriginal
• Sticks to rules even when they no longer serve a purpose
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Content Personality #3: The Analyst
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PROS CONS
Partner with a non-techie Use a non-technical person to work with The Analyst as a litmus test for how ideas
will be interpreted by a general audience.
• Data wiz
• Understands complex topics
• Often seen as credible
• Gleans insights to producebetter content
• Unable to relate data to others
• May not try new things
• Tries to “game” or “hack”
• Prone to using jargon
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Content Personality #4: The Absentee
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PROS CONS
Uncover their priority and reframe your arguments. “I know you’re really focused on growing our subscriber base. This content should
help because of x, y, and z.”
• Creative flexibility
• Unhindered by failure
• Able to try new things
• Grow your leadership skills
• Result often doesn’t match vision
• Doesn’t understand effort required
• Lack of support leads to frustration
• Responds too late to be effective
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ENJOYED THIS? STAY IN TOUCH!
Andrea Goulet Ford yourbrandvox.com
@andreagoulet !
Oh, hey! I’m also writing a book. This will be in it. So will other good stuff. Follow along at
cultureofcontent.com or @Content_Culture.