Bad Production is a Cred Killer.
Content may be king, but if the content is not presented professionally, with quality production, it’ll kill your credibility.
Bad (and good) production applies to all marketing material, from business card to podcast. For example, a business card printed on a cheap or thin paper stock is a subliminally bad message about your company. All company print material has to look, and feel, top shelf.
Same with broadcast. For example, I just listened to an informative podcast that was severely compromised by terrible production. The audio levels were so bad that I had to listen with one hand on the volume control for the entire interview. Not fun, especially while driving. Had they done a simple audio check first, the audio levels could have been easily corrected. Now, it’s circulating cyberspace branding that business as “unprofessional.” I’ve also seen bad production on websites via busted links, non-loading or poorly shot video, or very annoying 30-sec flash intros that either use loud annoying music or constantly replay.
You get the idea. Now, be sure you’re not guilty of it.