With the coruscating heatwave affecting the UK currenly, I made a schoolboy error yesterday and showed dog dad wisdom today.
Late May bank holiday with the mercury nudging 30 degrees, I foolishly headed to the north of Liverpool via train to Formby beach, with the tugging Luna, my young Weimaraner in one hand and my MerseyRail pass and phones in the other.
The heat was bearable in the shade of the walk from Formby station and delightful in Freshfield woods, but utterly debilitating when I entered the expansive dunes for a beach wander. I did the sensible thing and stayed in the woods / nature reserve, before heading back for a train, and lunch at Ezra & Gil on Castle Street.
Conversations were had on both train legs, but it was mainly phatic about the heat, so today I decided with the 30 degree heat continuing, to adopt more sensible dog dad practices and head out in 20 degree coolness, once at 5am, and then, post-shower and breakfast, at 6.15 am.
We headed north from the Baltic Triangle along the Mersey, past the Royal Albert Dock with a cruise ship docking, being filmed by me. More reels posted en route and around Wyld at Princes Dock, before a U turn along Regent Road, seeing me land again at Ezra for dog water and coconut latte.
In St Nicholas Church and earlier near the Manx ferry terminal, two conversations developed – both about what I did, as I was filming with my new Leica Leitzphone. Without hesitation, I said “oh I create content for my business and others.”
Not one sneer, but what I thought, as someone who can read people well, was genuine interest.
Content creation forms the bulk of what I do now too
There is some indulgent noise in what I create, there is some sloppiness that I prefer to label as authentic, because, as I’m sure many people tire of the polished, cinematic, heavily edited reels of corporate brands, micro influencers and major influencers.
Manchester was awash with these, along with unsavoury “auditors” poking their gimbals, Osmo pockets and smartphones into the lives of the dispossessed and suffering addicts for clicks from right wing disciples, aghast at the state of Piccadilly Gardens, but doing little to solve the issues there – other than film.
Now don’t get me wrong – my follow count on Meta and TikTok are modest (4500 on the latter, and 2200 on Instagram) but ragebait and provocation are not in my DNA, nor are professionally honed reels with an editing team of 10 splicing and improving B roll.
No, my content is spontaneous and was labelled, a few years ago, as Britcharm. I document buildings, rivers, beaches, the sea, dog walks, independent restaurants and cafés I like and frequent. I don’t go looking for trouble or humble bragging rights of helping others on camera.
To be honest, my metrics say it’s working – 120,000 views of Instagram content in 30 days and 60,000 views of TikTok that I’ve neglected a bit since leaving Manchester and losing Cassie, my border collie, in April.
My point?
Yes, you need a website, yes you need SEO, yes you need a Google Business Profile and a place on Apple and Google Maps, but above all. I’d argue, you need content for social media. Reels between 7 to 12 seconds often perform best, but if you have a loyal following, as I’m developing, 5 minute videos can do well.
I got home at 9 am with a sated dog, 10 reels, many good conversations and a load of decent photos to post.
You know what too?
When one of my 12000 viewers is randomly asked if they know someone in Liverpool and Manchester who does digital marketing, I believe that my name will come up.
I write, I design websites on WordPress, but if someone asked me what I do mainly and enjoy the most, I’d say “Content Creator” as that’s what I mainly do every single day.
Contact me if your marketing is comatose or beige – info@getprocopy.com is optimal.
