Five Ways to Create Compelling Content
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This document outlines five ways to create compelling content for small businesses: 1) Create content that fills information needs for your target audience. 2) Create content drawn from your personal experiences and interests. 3) Create content around topics that connect with your audience's interests. 4) Create content that highlights your expertise while avoiding directly competing with popular influencers. 5) Create short, informative content on specific topics that provides value for your audience.
Five Ways to Create Compelling Content
- 1. Five Ways to Create Compelling Content Five Ways to Create Compelling Content "Socialize" Your Small Business:油 Content Creation and Optimization
- 2. First Things Content in Context What Are Our Goals? Goals Inform Creativity The "Because" Exercise 油
- 3. Create Into Your Audience's Content Vacuum
- 4. Create Through Your Inspiration油
- 5. Create Through What Connects
- 6. Create By Star Deflection
- 7. Create Information Buoys Image credit. Geograph.org.uk
- 8. Recap Create into your audience's content vacuum Create through your inspiration Create through what connects Create through star deflection Create information buoys
Editor's Notes
- #2: Before we start, we have to think about why we're creating content. Only then does it make sense for us to into how to make it compelling.油 We'll discuss some precursors, briefly, and talk about what our first exercise is going to be. Then we'll get into a quick overview of how to make content the people we want to reach will want to pay attention to and share.
- #3: We have to know why, to know what and how, when it comes to creating.油Creating content for a how-to may inform the format, or the level of detail. We also have to consider things like whether we're using social media for research, customer service, precursor to lead generation, etc. Sometimes even our goals aren't clearly defined enough. After this, our first exercise is going to be in pairs. And we're going to use the word "because" to drill down to the smallest possible degree what our goals are. We'll know we're done when we get to something clear, ridiculous or profound.
- #4: Now I could have said, create into the conversation stream. Or find their pain and present your products and services as the solution. But sometimes there's already a solution out there and yours is better. Or your market exists because you created a cottage industry. Or because they don't know they have this problem. How did they sell CDs to people who love records? They put ideas into the audience's content vacuum. They filled a space with more knowledge. I like to picture empty seats in a circle or a stadium and think "what would I have to say that would put people in those seats?"
- #5: Create by consuming more things that inspire you to act, respond, etc. Part of that, in the case of the blogosphere, might be in reading what others have to say and reacting, or furthering a discussion with additional, new points. Let your customers be your inspiration. What's the part of what you do that makes you feel passionate? Can you use that passion to draw people to you? To ignite a community?
- #6: Not just by what means, such as our cells, our web sites, Facebook, Twitter, video, but through what connects us as people. Emotion, common interests, common backgrounds. Rob Gordon, John Cusack's role in High Fidelity: " 油...I agreed that what really matters is what you like, not what you are like... "
- #7: Anyone not go through a phase where they or someone close to them wanted to be famous. Part of what makes social media work is the successful bartering of the attention currency. So who is most powerful, people who provide platforms to give people attention or those who want to get attention? Don't be the star. Be well known for your thought leadership or expertise, but don't be the star. Enable stardom. We're not the stars, they are. Make them feel like stars.油Interviews, Peers, Customers, Workers
- #8: Again, I could say, be their favorite news source. But giving that advice lands a newbie in the echo chamber. Which is dangerous because if all they are getting from you is regurgitation, why wouldn't they just go to the source?油 So don't just echo news, make it. If you can make it, interpret it, Help them navigate this sea of info. Think of yourself as a buoy. I picked the image of a buoy for several油reasons.油 Twitter's public timeline is the fire hose. Your Facebook home page is the news stream/feed. We're drowning in a flood of information. I think of the web as conversation streams. All these images of water. It's becoming an addiction, needing to know more, faster, deeper. We need people who can both curb and feed that addiction, who can help us keep afloat.油 In verb form, buoy means to keep afloat. In noun form, its a floating device with many uses -油navigation油 a warning system. I like to think about them in terms of \\, when someone is about to drown in a movie, they swim out to the buoy andhang on for dear life.