Often, people tell me: “We have great content! Exclusive insight, well-known creator, beautiful execution. We posted it on our website, but no one seems interested. What did we do wrong?”
Make Content Great Again
I think we tend to fall in love with our own content. Be it images, videos, articles, as creators or content owners, we sometimes over-estimate the popularity of our work. It doesn’t mean we have created bad content. It means we need to be realistic and strategise the delivery of our content, in order to achieve the maximum impact.
To begin, ask yourself the question: What is great content and what makes a piece of content great?
We tend to be subjective about our content, so we automatically classify it as “great”, meaning “above average”. But is it? We first need to be honest with ourselves, that “great” needs to refer to the results that it delivers, not the circumstances by which it was created. So before we apply the adjective “great”, we need to first know the impact it has created.
Making your content great
As mentioned in an earlier post on mapping being the foundation of your strategy, content needs to be crafted according to the results of your mapping. Good content is content that satisfies all criteria and is shaped to deliver results.
Does the content reach the expectations of your target audience?
Is it one of their current topics of engagement?
Is it crafted in the form that is expected by your personae?
Is the content in the form and format within the channel used by your audience?
Is your channel suitably managed to encourage and foster interactions?
Measure, measure, measure
Size does matter but not everything big is great.
When it comes to understanding impact, you need to continuously measure to understand engagements. Which is why it is unrealistic to sometimes make a direct link on engagements with sales targets. Often, it really depends on what you aim to achieve, the size of your audience, the specific topic concerned. It is the quality of your engagements and reach that matter, more than the reach of your content or frequency of engagements.
It is when you can ascertain the quality of your engagements, that the content achieved its impact with good delivery and good management of the channel, that you can say that the content is “great”.
Drop me a note if you want me to see how you can create content that you want to be “great”!
Eureka Moments are not so much moments of sudden realisation or enlightenment like Archimedes. They are moments while I am in my commute when I get to reflect on things that someone mentioned to me, things that I am confronted with, things that I or others have sought a solution for. They are more ‘oh I get it’ rather than ‘I have discovered it’.