Don't DIY your content

We all like to think of ourselves as do-it-yourselfers from time to time. We may try to fix a minor plumbing problem or do a little interior decorating around the house.

But when it comes to your brand — whether a personal or professional brand — please, I’m begging you, don’t DIY your content.

Clearly, everyone has their own unique skills and abilities. By the time we get out of school and get a real job, we all know what these things are within ourselves. 

We can list the two or three things we do really well (and, let's be honest, none of us do 18 things really well). Everything else is just dabbling. And dabbling is fine if you’re painting the inside of your garage.

But not your car.

Some things aren’t as visible; if we screw them up, few people will know. Creating content for your brand is highly visible and, if we screw that up, there’s hell to pay.

Everyday you can see people — well-intentioned, trying-to-be-helpful people — passing along tips and tricks designed to help you create your own content. One of my favorites goes something like this: '15 tips on how to write a headline.'

Eek.

I mean, tips and tricks are one thing, but writing headlines and graphic design are specific skills people either have or they don't. As an example, I couldn't design my way out of a paper sack. I just know this about myself. So I leave it to the people who can.

Can people create their own content today? Absolutely. I would argue that whether people should create their own content is another question entirely. And it's a question each of us has to answer for ourselves.

My take is this: If you consider creating content one of the top three things you do well, go for it! If people compliment your writing or ask your opinion about their own content, you're clearly doing things well.

But if you're not sure, keep this in mind: just like painting your car, unless you create content well, you should really consider talking to a pro.

Of course, you could use one of those really big, bristly brushes and paint the car yourself. I mean, how bad could it be, right?

It’s your call.