Creed: The Best Way to Create Content? Whatever Gets It Done


“The best way to write your story is whatever method gets the job done.” That’s the last line in Shortcut Content’s ‘Content Creator’s Creed.’ And if you were reciting the creed with your hand over your heart, (which is the way I believe it should be read), then I think that last line should be shouted a little bit louder than the rest. It’s true: the best way to create content is whatever way gets the job done.

Do It Yourself

Now, I think you can rank the different ways of going about it. I’m not going to argue with anyone who says you really ought to be writing your own content. Yeah, you probably should be. If you’ve got the chops as a writer or want to develop those skills, then writing it yourself is best. But if you can’t write it or you don’t have the time, then what are you doing to do?

Our Method

I think that Shortcut Content’s method is the next best thing. If you can’t write it yourself, you should be recorded telling the stories that you want to share. Spoken word is the oldest form of communication that we have. As a species, we’ve been speaking to each other since we became human, and it’s the easiest way to share a story. We’re going to help you figure out what stories to tell and then we’ll record you telling those stories. Then we’ll transcribe it, and rewrite it so that it’s easily read. I’m always going to be the first to say that writing it yourself it best, but if you can’t do that, I think that our method is next best.

In-House Writer

If you can’t afford us, then maybe you’ve got a writer in-house that’s been around for a long time and knows the founders’ and experts’ stories. They could do a good job, but that might not even be a less expensive option. It could be a more expensive method because you’ve got a writer that you have to pay. But some businesses actually have writers that do other things for them. And if you can re-purpose that person to create content around the stories that your founders and experts know, I think that’s a good alternative.

Another option is hiring an in-house brand journalist that could pick up the ball, as long as they’re dedicated to making heroes out of the leaders, instead of themselves. I’ve seen it happen where you have an internal journalist and their goal is to create a name for themselves. And that’s okay if that’s what you want them to do. Again, our feeling is, let’s make heroes out of the leaders of the company, instead of the people that are helping tell the story.

Article Writers and Freelancers

Finally, if you have no other way to get the story out, you can outsource it to freelancers and article writers. That’s better than having no content at all. It’s better for search engines that you have article-written content, but I think only marginally. I might give you a little bit of an edge. It’s just going to be weak when it comes to the authenticity and relate-ability of your leaders.

The best way to get your story out there is whatever gets the job done.

Our service is about interviewing the leaders of the company and highlighting their stories. If you can’t write your own content, I think Shortcut Content is the best alternative. We have a free exercise that helps you figure out what stories you need to tell and if you go through it, you’ll have a list of weekly blog topics that will last you over a year. If you want us to help you share those stories, contact us and we’ll get it started.

I’ve written a post about each line of the Creed. If you’d like to see them, just click on the links below:

We believe…

…the best content comes from individuals rather than organizations

…your work’s meaning and your company’s purpose are best shared through a human voice of storytelling

…communication derived from story transcends communication derived from product features

readers deserve first-hand stories from experienced experts

stories are best shared by experts who have lived to tell the tale rather than vicariously through writers and researchers

…the strength of your company rests in the personalities of your leaders

…sharing your wisdom through story is your best legacy

And the BEST way to write your story is whatever method gets the job done.