What is your content trying to do?
Why does your content exist? Who is it reaching? What business purpose does it solve? Is it any good? Does anyone care? If you weren’t the publisher of your content, would it be the kind of stuff that you would be interested in? The list of questions is long, arduous and intimidating. We live in a world that marketers (like me) had hoped for (lots of people, creating lots of interesting content in lots of different media formats). Well, “be careful what you wish for,” as the saying goes. Long before it became a reality, many writers (like me) discussed the idea that content anywhere and everywhere would create a rapid devaluing of it. Like advertising, content shifted from a model of scarcity to one of abundance. Content is media. Content is seen and pushed into the world as the marketer’s be all/end all for true success in connecting with consumers.
Again, what is your content trying to do?
Brands are often thinking about the channels that the content will appear on, or what the actual content will be, without having a clear strategy and vision in place, as to what the net result of creating, producing and distributing all of this content is for. It’s not a generalization. Look at any one of your many feeds. Study – with some depth – the type of content that brands are trying to pass off as valuable and authentic. Is it really doing that? How can brands CTRL ALT Delete their strategy around content? How can they better think about what matters most when it comes to content?
Think first about the outcome. Here are the ideal four outcomes of what brand content should do:
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