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?
