How to Create Content that Stands the Test of Time . . . in the land of click bait.
How to Create Content that Stands the Test of Time
Aside from internet cats, which I love, clickbait is a poor strategy for brand growth.
In a world of click-bait and fast content, there is actually an opportunity to tell a story about your industry, profession or life. And simply put, that is the role of good content. But why and how do we dare to create it?
What makes great content that stands the test of time? I am referring to content that ignites lively discussion, motivates people in their lives, or even changes an industry.
How do we create those types of experiences and that type of content that truly and authentically reaches people?
Here are some things about content that stands the test of time:
Good content needs to speak for itself. It should provide resources or inspiration. At times, it does both at once. If we think of the simple analogy of friendship - we appreciate friends that are resourceful and smart - they often provide us with new things to try or they give us a new perspective on a key aspect of our life. Good content should be like a good friend. It shouldn’t be pushy or annoying, it should just be true to itself and speak truth. It should drive your audience to want to learn more about you.
How can we create this type of content? First, we must intimately understand our audience’s needs and motivations. Think of the first friend whom you call for advice or for a listening ear. Do they rush to tell you about their year, or do they listen first? So the first step of good content is the rule of a good friendship - listening and asking questions.
Here are some questions we need to ask about your audience:
What drives them to seek out content related to your industry? What inspires them?
What entertains them? And how can you authentically change their lives for the better?
Before even sitting down to create content, we should be asking these questions about our business and more generally, our profession.
2. Tell a great story.
It is human nature to like stories, perhaps it is the way we are programmed to like a beginning, middle and an end. Good content is like a mini-version of a book, it needs to have a purpose and compel the reader.
But it also needs to capture your audience. NO matter what you do- there is a story people want to hear. As a graduate student in the top Market Research program, a key theme in the program was that research hopes to capture the customer journey fully and meet consumers where they are. A key to insights is capturing data through stories to make sense of data. Products or services don’t exist in isolation. Everything we create or consume is part of a larger story and purpose. Let me give you an example. As a teacher, I was often frustrated about the lack of technology and creative methods available to me in the classroom. When I left the profession, I discovered that other teachers felt the same - and I began writing about education. My blogs in this area spread virally - because teachers agreed, and many administrators wanted to change classrooms. My goal was not to create viral content - my goal was to help kids by changing classrooms and encouraging people to adopt new technology.
I told stories about the possibilities of the future because I believed in them - and I wanted people to come along on the ride with me. Good content takes the audience on your journey, even if they don’t feel ready. They’ll want to join you because your vision is so clear and motivating.
3. Listen before you create, and develop a truly empathetic mindset for your audience.
“Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience.” – Rand Fishkin, Founder of SparkToro and Moz
Rand Fishkin is a leader in the content marketing world, the founder of Moz, the SEO firm - and recently he created a tool that is an amazing resource for content marketers. His newest tool, Sparktoro allows you to search for what your audience wants or needs by finding keywords, trends, or experts in your niche. Fishkin understands that good content relies on understanding the culture or subculture that your audience belongs to - and not just theoretically knowing about it - but really understanding their problems, interactions, and journey. It is basically key to know where you provide value - and how to demonstrate that value through content.
Working as a blogger, before blogs really were established as a necessary part of inbound marketing strategy, I often had a hard time explaining to people the value of good content. It was a frustrating time to be a content writer - but also it was exciting because I knew the value I was providing and I enjoyed engaging my audience. Content that stands the test of time needs to remember this time - when we created content for its own sake - to connect with others, to learn, to entertain and to find kindred spirits. Sometimes we need to just focus on our message first- and what we hope to share with the world. Your vision is your content - this is what moves and changes your audience, your industry and ultimately the world where you share it.
4. Remember why you started.
Perhaps you are so focused on your business that you are unsure what value you provide your audience. But if you really stop to think what drove you to start your business, or how your product or service has helped people, you will begin to realize the types of content you need to create. What is your vision? Rekindle that passion in your content strategy - and really share it authentically. Don’t feel like an imposter - embody your passion in the content you create and it will shine through.
5. Good content is connected.
If there is one thing I have learned from social networks, it is that content does not exist in isolation. We are social creatures and the web is like a big social experiment of our day and time. Our content needs to be interactive and to do so we must engage and connect - truly and authentically- with those around us. We must strive to be social, ask questions, comment on others posts, and stay current. Some of my best blog posts often arise from a question I am asked in an inbox message on LinkedIn, from a seemingly unrelated endeavor, or simply from having a conversation with others. Good content is interactive and thoughtful - and to serve that purpose, we must truly in mindset serve others, not ourselves. I end with this - next time you see clickbait, do not be tempted to create it, or engage it. Know that competing with it there is content that will truly stand the test of time. Perhaps change one person’s perspective, your own thoughts, or even spark a discussion that changes an entire industry, and quite possibly, the world. The beauty of this social experiment we call the web is that we can share our ideas - and really there is no limit to what that can lead to if we create good content. Good content in my mind, is content that doesn’t just receive but gives for its own sake.
I appreciate your time in listening to my perspective. Please comment below with your own thoughts! The best compliment is to share! Thank you for reading -To learn more about developing content strategy follow me. Thanks so much for stopping by.- Miriam :)
