“A fool uttereth all his mind: but the wise man keepeth it in till afterwards”
- Writer for DDI on Medium
- 5 days ago
- 3 min read
In a country brimming with advice on content creation, showing up, and being consistent, I have a different take on all of this stuff.
At the initial stage of my business, I made it my duty to put out a blog on my website every Wednesday of each week to hone my thoughts, develop the skill of writing for the brand I was building, and the ability to parlay that into bite-sized content for social media.
Seven years later, that momentum has evolved because my purpose has changed.
There are times to stay silent. Not because of fear, but for listening sake. That way, you can determine if what you have to say is going to move the conversation forward or not.
When it comes to the marketing game, there are tools that determine when it's ideal for you to post. In which case, is timing what you say more consistently impactful than showing up daily with something to post?
I’ve been testing this since November 6th, 2023, and my results over the last 17+ months have evolved my thoughts on consistency.
When it comes to putting out content, I understand the consistency argument about posting every day, but past a certain point, I feel it doesn’t look like that when you’re seeking to be the face of specific change. Brands like:
Oatly
Chocolonely
M.I.A
They are like lightning rods for the frenzy of feelings when something major and relevant is happening in their industry or a specific part of the world.
People associate them as the conductor through which all their frustrations and hopes flow when they show up days, months, or even years later with content.
That’s because…
Big shifts come from bite-sized changes made over time.
Unconsciously waiting for the perfect opportunity to write a blog as opposed to writing one every week has been a game-changer for my brand’s voice.
The moment I imagine is like waiting to ride the perfect wave. You can’t rush when it comes, but you can be prepared for it. In this case of branding, knowing what you're against is foundational to developing a voice with purpose.
Once you do, momentum is no longer about how often you show up but about the impact of your marketing when you do. Consistency stops being about when you show up and becomes more about how ideologically consistent you are in defending your brand's position and what makes it different.
What big change are you aspiring towards in your industry?
Are you trying to cure world hunger?
Are you trying to move the Caribbean technologically forward?
Are you trying to wake up the nation to the reality of branding?
Saying things like this out loud feels scary. You might be wondering if it’s even possible?
But what made the difference for other brands with big plans?
The answer is the reverse of my thoughts on SEO vs Design. Until 2023, I loathed thinking about my big goal because you never know how to achieve anything until you've experienced it after failing at it. For the last 17+ months, I've been consistently putting out content when something interesting is happening, and each time I've done that, very telling remarks like these follow:
FB post on AI dependency (after The Global Village Of Artificial Intelligence was written)
Everyone hating on AI (after “AI Is Coming For Your Job” was written)
FB post from Phillip Alexander
(after The Petrodollar- The End Of An Era was written)
Now, this isn't a wrong or right thing, just an observation on how impact happens. Do you want to create real impact with your voice?
Think beyond showing up every day and creating content daily. Be genuinely curious about what’s being said by the voices for the relevant spaces that interest you, so you can try things out and gain authentic thoughts to form an authentic perspective you stand by before someone is willing to consider it.
So with that said:
What are the big moments in your industry and in your audience’s world?
How can you address them as a brand?
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