Treat your content like a product
As brands are required to create more content for an insatiable audience it becomes more difficult to be relevant to your audience. The pressure to become content publishers is often at odds with the principal of creating content that is actually useful.
I try to avoid this dilemma by subjecting my potential content to a series of questions. Only if the new content passes this test will I proceed to publish it.
The questions I use are
Does anyone want this content?
What helps people, helps business
Just because a topic interests me does not mean I should create new content about it. I have an audience who expect me to create content in a certain area and if I start creating content about cooking they would be confused to say the least. Lets just say my cookery skills are minimalistic.
Typically an audience consumes content because they have a particular problem or they want to be entertained or educated. Very few people are open to random time expensive learning experiences.
So I always ask myself is my content addressing a particular problem that my audience may have.
Does this content further my business or personal goals?
Discipline is the bridge between goals and accomplishment
I have a definite goal for my content creation and if my new content does not further this goal than I should not create it. My content creation is always created with a purpose.
What do I really know about this subject?
You must continue to gain expertise, but avoid thinking like an expert
We are surrounded by inspiration for content creation so it is necessary to apply a filter to these ideas. My primary filter is how much do I know about this subject. Not only will personal knowledge lead to more insightful content it will mean less research time, which will speed the process up and make me more productive.
Am I just regurgitating yesterday’s news?
Good content is the stuff of love affairs
There is a fine line between just jumping on a worn bandwagon and giving it a new lease of life.
Very little online content is so original or cutting edge that it qualifies as unique. The answer to this question is usually a matter of volume. Some content is so topical or popular that it is simply flooding the marketing and not worth regurgitating.
What is my personal insight?
When creating content, be the best answer on the internet
If the subject matter meets my audienc’s demand then the question of what I add to the party is my most important question. If I cannot bring my unique insight or perspective to the subject than I should not create the content.
This is one question I try never to compromise on.
People do not want the same topic documented in the same way multiple times they definitely want a fresh perspective with unique subject matter insights.
Have I time to fill in the blanks?
Marketing is really just about sharing your passion
This is a practical resource based question. I might have the best subject idea possible about a subject I know a great deal about, however if I have not got the time to fill in the blanks in my subject knowledge I should save it for a time in the future when I have more spare resources.
Sometimes it may be possible to divide the subject matter into smaller chunks and publish them separately over time.
Content that is badly researched fools nobody and damages your credibility.
Creating new content is a time consuming process that requires intelligent use of our resources. By applying some qualifying criteria I can ascertain if the content I am proposing to create serves my goals and meets my audience’s expectations. It is not a foolproof system it does however increase the odds of creating successful content.