I have been thinking a lot about the concept of "remarkable" content lately. What is it and how can I more consistently deliver this (and help others do the same)?
Several weeks ago, I read this post from Jon Morrow over at Copyblogger called 20 Warning Signs that Your Content Sucks (I know - great title). It gave me pause and made me wonder if I'm really creating content that is worthy.
I also loved this post from Frank Reed on content anticipation: think about how you can provide the content that people look forward to getting (for instance, he waits for his next issue of Inc. or daily emails Greg Laurie). Wow - I want to be that person who is creating content that others are salivating for.
I think these are fantastic goals to strive for, but thinking about content in this light can also be paralyzing, especially when you are just getting started. If you wait to only deliver what is truly remarkable, will you deliver anything at all?
If you're feeling like this, here's what I recommend.
One thing I think that helps is to have a plan to create content consistently, be it a blog, a newsletter or a series of white papers or eBooks. (As a note, though, commit to doing only what you can realistically accomplish - don't have a bunch of content that is started and stopped. Need help thinking through this? Check out a post I wrote for MarketingProfs.)
I'm not suggesting for a second that consistent content should simply be thrown out there, but I have found that the very act of having a schedule and sticking to it helps get the juices flowing. If you are stuck, brainstorm questions your readers have.
Be open to feedback
Oftentimes, you don't know what is going to resonate until you try it. Take what you learn -- what was well-received and what wasn't -- and use that data to find what people want to hear about. Here's a post from Galen De Young about various metrics to consider when evaluating your blog, for instance.
So, be open to writing about different topics, and experiment with different with different formats. It's trite, but there really is no better way to learn than by doing.
Provide the "food" your readers really need
I love trying new foods, seeing the different combinations of flavors and textures But, I don't need this kind of remarkable every day. Instead, I need authentic, whole food: fruit, veggies, whole grains, protein, low-fat dairy, etc. It sounds boring, but by and large, that's what my body needs. In fact, that's what makes these simple foods remarkable.
You can think of your readers in the same light: they love the different, but what they also need from you is the nuts and bolts content that will help them do their job better. Oftentimes, there is nothing sexy about this kind of content, but it's exactly what they need.
Looking for ideas?
- Check out this great post from Rahel Baillie with four suggestions on how marketers can better match content to customer needs.
- Get inspired with these three ideas from Stephanie on some remarkable content that you can create.
What are your thoughts on what makes content remarkable? Any tips you can share?
- A 7-Step Plan for Getting Started with Content Marketing
- Every B2B Company Can't Be a thought Leader and That's OK
- The Ritual of Writing
About the author: Michele is the Executive Editor of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her onTwitter @michelelinn or read more of her posts on Savvy B2B.