Content marketing is all the rage these days. Personally, I get how and why it works. But others I’ve talked to have a hard time understanding how content can create value.
So let’s unpack this, shall we? What makes content valuable to people?
Content becomes valuable to people for different reasons. Perhaps it teaches them something new or affirms what they already know. Maybe a particular piece of content addresses a problem or pain point someone has been experiencing.
Regardless of whatever drew the reader to the content you’ve created, your hook brings the person one step closer to building a relationship with you or your business. Over time, if you consistently deliver relevant content, the person will be drawn to you. And that person will trust you and maybe even begin to view you as an expert or authority about the topic for which you’ve produced content.
The individual may even begin to follow what you do and engage with you. This engagement could occur in a variety of ways. Perhaps they start posting comments on your blog or following you on social media outlets. Or—I know this is hard to image in today’s digital world—they may even call you or send you a letter in the mail. Okay, I know snail mail might be a rarity these days; so, perhaps they’ll take a moment to email you. However they go about it — they are engaging and interacting with you.
Let’s look at this from a personal interest perspective. If you want to learn how to live a ketogenic lifestyle—I know that may sound obscure but I happen to follow a ketogenic lifestyle— you’re going to spend some time (like I did) looking for information about how to live a ketogenic lifestyle.
What if you have a business? Maybe you have a company that sells pre-employment assessments. Prospective customers that have a need to use pre-employment assessments in their company are going to do online research for information about pre-employment assessments. They will also research for things that relate to the top of pre-employment assessments, such as why it is important or how it has helped other people.
Whether you’re searching for something for yourself or you’re trying to spread the word about what your company does—finding or creating content that speaks to an issue, problem, hobby or lifestyle is ultimately the key.
The good news is that the Internet and search engines make finding whatever type of content someone needs pretty darn easy.
Back to our original question, what makes content valuable? It depends… on the person and what they are seeking.
As you think about creating content, you need to consider a few things:
There’s a lot more to the process of creating valuable content. But if you start with those three things, you’ll begin the journey of creating valuable content right.
Want a list of the types of content to create? Download my free infographic, "Content to Build Engagement."