Brands (and individuals) often struggle with how to create killer content.
Since the mid-eighties, I have been looking at all types of content from a professional perspective. Beyond being salacious (more on that here: The Secret To Getting Attention) and using headlines to bait the reader into your world, the core of the content has to resonate with your audience. Talent is a huge component of being able to create and publish killer content. Along with a deep passion for the content you are creating and a knack for getting it done, some of the best content creators out there also focus a lot of time and energy on both their relevancy and consistency.
There is a whole lot more to making great content.
Beneath all of that must lie a certain type of persona. In fact, there are three core personas that really bring out the best content. The good news is that you don’t have to have all of them running at one hundred percent to get quality results (that being said, the ones that do are, typically, the ones who can constantly and consistently release best-selling content). For the sake of this Blog post, we’ll be focusing on writing, but these types of personas can also apply to content created in images, audio and video.
The 3 Core Personas For Killer Content:
There are also a myriad of combinations.
Someone with amazing opinions may also have experience and some journalism qualities. The same can be said about someone with tremendous experience and additional opinions. The idea here is that you need to have one of these three personas, or you have to have some type of combination. As an example, there are countless great pieces of content out in the world by people who have tremendous experience, but they are paired with a writer so that the quality of the final product does wander into the "killer content" zone. In the end, great content tells an amazing story with the facts to back it up. It is then augmented by a unique opinion and perspective.
A great exercise is to look at your content and the people creating it, and figure out how these personas play into it… and if there are ways to improve on that.
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