Insights, tools, and frameworks
Avoiding Nontent
Content should be created with the intent of being interesting and valuable. It’s what makes it content in the first place. The alternative is “nontent.” This isn’t the same as bad-performing content, but instead, content that’s created for content’s sake.
Bridging the gap between what’s necessary for a business to succeed and creating compelling content that serves an audience is hard. Hopefully, these considerations resonate with those of you who enjoy this particular challenge.
1) Be Patient
You can’t brute force your way in with content. There’s no such thing as a captive audience, and your messages will fall flat if you constantly ask for something in return. Invest in the audience you care about with a long-term relationship versus a quick exchange of value for action.
2) Serve
Treat your content like a service that someone might actually pay for. Provide real utility that can meaningfully affect someone’s life. This could be social currency that furthers a community bond or tangible decision-making advice that can advance a career. Whatever it is, it should be useful.
3) Don’t Chase
You don’t need to “move at the speed of culture.” You need to provide value when you add something to culture. Don’t chase cheap opportunities like holidays and memes. If you decide to use a social moment to connect, have a better reason beyond “everyone is talking about it.”
4) Be Real
Audiences know what’s going on and how media works. You don’t need to pretend your content isn’t designed to satisfy a marketing objective. Just be honest with what you’re doing and have fun with it. It’s almost impossible to disguise an ad as content successfully, and the negative result is not worth it.
5) Publish Less
There’s exponentially more content than time to consume it. You shouldn’t feel the need to fill in calendars just because they’re empty. They’re only empty for you - everyone will get plenty of content, regardless of what you publish. So when you decide to put something out, make it count.
6) Show Love
When you have customers who also consider themselves fans or advocates of your brand, you’re starting to win at content. Show them as much love as possible, and give them the tools to spread it. They’re your biggest asset for growth and will serve as the foundation for regular engagement.
7) Focus
The biggest issue with content marketing is easily the need for more focus. You’re not competing against other content marketing; you’re competing against all interesting things. The broader you are, the less likely you are to find a role to play. What do you want to be known for?
Content Marketing Lessons From a 112-Year-Old Travel Guide
My favorite content marketing story is about the Michelin Guide, which was first created in 1900.
Michelin Tyre Company created and distributed 35,000 copies of their now world-famous guide in France, a country with 5,000 cars.
Given the new and intimidating nature of driving a car, Michelin wanted to create something that would provide drivers confidence and utility. More drivers = more cars = more tires.
Maps, points of interest, service instructions, and general advice for travelers were all packaged up in a convenient, helpful guide distributed at service centers. The guide is also peppered with Michelin Man sketches and ads from Michelin and their partners—a work of content marketing art.
I always wanted an original Michelin Guide, but the oldest I could find was the 1912 Sunny Countries edition. I thought it would be fun to take a tour and point out why it’s still relevant for content marketers over 100 years later.
MICHELIN MAN
Like Samwise Gamgee, but made of tires (tyres). This cartoon companion (officially named Bibendum) shows up throughout and helps balance the information-heavy guide with thematically relevant depictions.
The person using the guide is the hero of this narrative. Brands like being the hero, but sometimes you must be a good sidekick in a more significant journey. What’s your role in the bigger story, not just your story?
INSTRUCTION
Step-by-step instructions for tire repair and replacement are included, along with a list of stockists and service stations.
I don’t know if their guide was the best source of this information, but it does bring up something many brands seem to miss, which is to be the primary source of service content about their product.
If your consumers go to other sources when they need help fixing something you made, consider rethinking your service content strategy.
MAPS
Michelin is legendary for their cartography. Their maps were so accurate that the Allied Forces asked them to reprint the 1939 edition in 1944 so they could use it on D-Day.
They had the best maps of France in the world. They are not the best maps for a tire company, an automotive company, or a brand. They are just the best maps, period. That should be the ambition with content - Michelin was not competing against the other tire companies; they were competing against all other maps that may be useful.
ADVICE
Each region has an “Advice for Tourists” section that helps map out some cultural expectations when visiting.
When you read each section, you see how thorough and thoughtful the whole effort was. Michelin genuinely wants you to get out there and explore, once again positioning you as the hero of your own adventure. In this chapter, you meet some locals!
ADS
A handful of relevant ads are placed throughout in all the places you might expect - inside both covers, on the back cover, and on the back of the maps, which are printed in color.
If someone is willing to buy an ad in the content you create to promote your brand, then you are doing something right. Like the example with the maps, you have achieved a status of real value, evidenced by the fact that another company is willing to pay for access to your audience. Good job!
FINAL THOUGHTS
I’ve used this story many times in the past to demonstrate the value and intent of content marketing - providing value without expecting something immediately in return. The mindset is independent of channels, technologies, and social communication. Those things will constantly change, but the intent of good content marketing stands the test of time.