Advice for returning to publishing content

First and foremost, this assumes you’re creating content that teaches/entertains — not just advertising, whether paid ads or moments of you talking about yourself in a post. That should be sparse, if used at all, not just during this moment in time, but at all times.

That said, here are seven quick thoughts on returning to publishing content:

1. Acknowledge the moment and how it makes you feel. Not doing so makes your content feel inappropriate or ignorant. Be upfront that yes, you’ve seen and have been trying to make sense of and support the ongoing movement for justice and equality. Know that silence speaks volumes.

2. Now state the purpose of your content to others. It’s an act of service to them, and you feel it’s important to continue to provide that to your audience. (This means have an editorial mission. More “the most helpful content about X,” less “make content that drives leads”).

3. Now direct people to where they can hear your lengthier stance and solutions as it relates to your work. (e.g. “While this podcast will focus on that editorial mission and will return to weekly episodes, for all my thoughts on this moment directly, visit my blog.”)

4. Lastly, share how the project in which the audience is receiving this message will improve accordingly. (e.g. “Our marketing pod has featured Black Americans/POCs in just 1 of 20 episodes. We will now use this show to amplify those voices who discuss marketing topics, not just race. The entire platform’s normal will be a more inclusive normal.”

5. In future episodes, editions, or pieces, use a shorter version of this explainer in the near/medium term at the very top, linking back to or mentioning the original, fuller explanation at the end of the opening, briefer explainer. Remember not everyone will see/hear the first explainer if they missed that episode/edition/piece.

6. Lastly, know that this is like anything we try: it’s about improvement over time. You’ll mess up. You’ll feel uncomfortable. You may hear criticism. But it’s worth it to try.

7. The idea here isn’t “back to content as usual.” It’s about continuing our editorial missions for our audience AND using our platforms to create systemic change. We all design and control systems in some way. They can create a better culture.

For more, go here.