Commentary: How To Be Better Content Creators

Let’s talk about automotive content creation for a moment. 

Together, it is a wide catchment of individuals that are doing what George and I doing – writing, creating videos, developing stories, and so forth. We’re storytellers with distinct voices and approaches to this subject matter. 

You’ve read variations of the above over the past 12 years. Nothing’s changed. The players have, however.

I am 22 years in the media business. I’ve seen people come and go. I’ve seen outlets come and go. We’ve either gone from strength to strength or just faded away. 

Where am I going with this. Mark Sanew of the YouTube channel SavageGeese brought up a few things in a video he posted talking about the things he’s learned while creating 10 years of automotive content online. What I gleaned from his video are some important points about what we do and how we interact with each other in the media business. 

For one, we must have a distinctive voice to deliver our content. Imitation is a form of flattery, but not in this business. Our voice is a hybrid of many influences, but we try our best to be as distinctive as possible. I’ve learned from my mistakes in emulating certain voices in the automotive media. Imitating some of these voices might bite you where you don’t want to be bitten. We don’t need multiple channels of Doug DeMuro, Jeremy Clarkson, Rory Reid, Paul Maric, Supercar Blondie, and Jay Leno impersonators. 

Simply put, do not let what other people and outlets dictate what you do. Be you. Do you. 

One cannot have a Napoleon Complex when you are in “competition” with other outlets and writers. You are not the center the universe. If you act like that, then you may be thrown certain words at you. Entitled. Brown-nosed. Narcissistic. Bully. And, a few other words that cannot be used in this publication. To ease that stress off your mind, consider this: It can’t beat them, love them! At least, respect them. 

Instead, connect with each other. Have conversations. Listen to others. Find common ground. It’s tough in a world where divisions are the rule of the day. There will be times when you simply need to keep your mouth shut and your laptop or phone closed.

Negativity is not a good thing to harbor. Haters are going to hate, but do we have to let the noise in? Trolls could either be challenged or ignored. However, Sanew suggests taking a middle ground when you’re dealing with haters and trolls. He continues that it is OK to not like something and welcome criticism or some off-the-cuff and uninformed response. Just not get into a fight and end up saying the wrong thing. 

Evolution is important. If you become stagnant, you may never leave room to change and shake things up. Take risks, make a change, shake up your content. Challenge yourself. Don’t be reactive, either. And, look at all sides of the argument. 

Sanew have plenty of points in terms of how we engage with each other in a professional setting. I will add another one:  As professionals, we are a part of a larger, more diverse pool of like-minded individuals and organizations. Our diversity alone is our strength. 

Granted, the points Sanew made in his video were taken verbatim on here. Or, followed his order. I wanted to take my notes and pass them along to you as creators and fans of our work. 

I have a friend and great contact in Miguel Ramos. Prior to starting his own Diversity, Equity, and Inclusion consulting firm, he was the driver behind a wide and engaging diversity strategy for the Minnesota Twins. If he knows you, respects you, and consider you a friend, he will call you brother or sister – no matter who you are.

Some recent interactions with Ramos helped me to consider some thoughts. They align with some of the points made by Sanew is his video. Combined, it sorted out one thing I take away from the media business as a whole: We’re all in this together.

We may never collaborate, but we can still connect. Maybe we will collaborate. When we do events such as the Midwest Automotive Media Association Rally or a manufacturer’s event, we greet each other, break bread together, learn as a collaborative, and even drive together. This business has an opportunity to create bonds, friendships, and partnerships that last a career. 

As brothers and sisters, we still walk our work down to our readers, viewers, listeners, etc. In turn we’re being read, watched, followed, engaged, and appreciated. And, we all appreciate that tremendously!

All photos by Randy Stern and George Torline