Crafting great content isn’t easy: whether you’re advertising for a new product/service, responding to a prompt, or trying to write a book that will actually sell copies. When you open up a new Word document or grab a pen and paper, it can seem as if the words escape you. They can be as elusive as that leprechaun you tried to catch when you were a kid.
And, unfortunately, there’s no big secret. I’m not about to provide you with the “ONE BIG IDEA” that will magically change everything and get you your pot of gold. If it was that easy, I’d be out of a job and we would never be stuck consuming content refuse.
What I can give you is a simple question. I ask this question whenever I sit down to write. I ask it when I’m writing my novel, creating a Facebook post, and even when responding to a government contract RFP (Request for Response). The question is…
“Why would someone read what I’m writing?”
Did the earth just shutter around you? Have your foundations been rocked on their axis? No.?
I told you it was simple, but it’s amazing how often people forget to ask this question. I can’t tell you how many blogs I’ve read and YouTube videos I’ve watched where afterward I’ve wondered, “What was the purpose of that?” As a product consumer, the LAST thing I want is to feel like I’ve wasted my time. Don’t put something out there that provides absolutely no value.
Value…That’s the key. The content you provide has to provide some sort of value. Does your YouTube video create laughter and joy? Is your blog filled with tips and tricks? Does your tweet present a question or solution that makes your audience think? Does your paper actually answer the prompt? Value can be any number of things to any number of people.
What’s not valuable? Sharing something that only matters to you. You know what I’m talking about. No one wants to see your feet at the beach or the greasy slice of pizza you purchased in NYC. I won’t deny that this type of content is everywhere, but don’t be that person. And especially, don’t be that company. Give to your audience, first and foremost, and you might be surprised by the results.
Practical Application: This blog is all about helping you write better content. It’s not filled with tips, but a single tip that will hopefully help you on your way to creating great content. That’s its value. That’s why it was written.