Maybe it’s because I’m getting married in 90 days and have wedding on the brain, but when it comes to better content creation this quote sums it up for me:
“A true lover always feels in debt to the one he loves.” ~ Ralph W. Sockma
As content creators and curators we feel, much like the quote above, indebted to our love of writing.
Don’t think of your business as a “content creator”?
- 9 in 10 businesses marketing with content [Source: CMI]
- 87% of B2B marketers are using social media to distribute content [Source: CMI]
- B2B companies that blog generate 67% more leads per month than those who do not blog [Source: HubSpot]
As writers and content creators, it’s our job to take the jumbled mess — everything our company does, offers, or sells — and make it come to life for the would-be buyer; to help them see it, feel it, and to make it real.
However, when you create content for an audience, you’re indebted to them.
You owe them the perfect words, the WOW factor story, or the “a-ha” moment. It’s your company’s job to the inspire consumers to think and dig deeper.
I truly believe we are in a state of crisis with our content marketing and content creation.
We need better content creation.
Time and time again I see businesses regurgitating what’s already been said – some to the point of plagiarism.
Many companies are merely writing for themselves.
You can tell they don’t feel in debt to anyone!
They clearly haven’t worked on audience development or asked critical questions to help guide their content creation.
Ask These 5 Questions For Better Content Creation
It’s not hard to put yourself in someone else’s shoes — to have empathy — and that’s all it takes to start creating more quality (and consumed!) content.
Ask questions like (as they pertain to your business/industry):
- What does my audience like?
- What do they love?
- What annoys or angers them?
- What fires them up, inspires them?
- How can I nurture my readers’ needs, solve their problems, and show them I care?
Not that advanced, right?
Yet so many seem to be missing the point …
Consider going in for a deeper look if your articles are:
- Speaking only about your experiences (aka: sucky storytelling!)
- Not giving valuable answers to your audiences’ FAQs (frequently asked questions)
- Not solving your readers’ problems
- Readers are not moved to retweet or share your articles
So Long, Selfish!
Because we don’t care much for selfish lovers, do we?
The same goes for your business and its content.
When you truly aim to connect with your would-be customers through content, you write for both of you.
It takes a deft hand and mind to do so.
Like any relationship, it takes questions, answers, disclosures and trust to get to a solid foundation.
When you put your audience first you will feel as though you are in debt to them – in a good way.
It’s truly an evolution from ME to WE.
So, tell me, are you in debt to your readers? Or only to your own agenda? Let me know in the comments section below!