We hear it time and time again: content is king. But what is important to understand now more than ever is that we can no longer just push out content and hope it sticks.
What we should really be saying is: great content is king.
In a world where so much content exists, it can be difficult to break through the noise, but there are some things you can do to ensure your audience is seeing the content you want them to see:
- Stop thinking about yourself. Who likes being at a dinner party where the person sitting next to you only talks about themselves... Spoiler alert: no one! People only care about what is relevant to themselves and their world, at that given time. So stop pushing out content that is self-serving. Put yourself in your audience’s shoes and produce good stuff.
- Create and tailor content for each platform. Would you go and publish still images to YouTube? No. So why do people still think it's okay to simply copy and paste content from Twitter onto Facebook? Understand the platform you are using to engage your audience and create content specifically for that platform.
That doesn't mean you can't share the same link to your most recent blog post on Facebook and Twitter; it just means you need to frame the content differently. Sometimes the content you publish on one platform won't work on another - and that's okay. Be respectful of the platform and be respectful of your audience on each platform.
- Just because you create something, doesn't mean you need to share it. Let's be real, not everything we create is worth sharing. Some days, the stars just don't align and we create crap (and that's okay!) Heck, if you only knew how many blog posts we've written that haven't been published because of said crap content.
- Learn from your content failures. Sometimes, even really good content can fall flat on its face. We need to look at those situations and understand why that happened rather than throw in the towel and call it a day. Did you promote it on the appropriate channels? Was there a lot of "noise" the day you hit publish. Overall, what can be learned from that swing and miss? Sometimes, failure is a good thing because it pushes us to dig deeper and helps us understand how we can be better (and not fall flat on our faces the next time).
- Speak to someone specifically. Right now, as I'm writing this post, I can envision the exact human I'm writing this for, despite knowing that a larger group of individuals who look, act and have a very different level of social media literacy will also be reading this. Not only will this approach help you keep your content focused, but it helps you stay true to the first point in this post: stop thinking about yourself.
So, there they are. Some of our top tips for creating good content. And in an effort to heed our own advice, we’d like to know what you think about the content we've been posting here. Are there specific topics you'd like to see us cover? Let us know in a comments below!