One of the more popular phrases in the online marketing space that has come about since (roughly) 2010 is “Content Shock.”
Content shock is the inability for consumers to actually consume all the videos, messages, and more that crosses their digital pathways.
We experience content shock every single day, and it inevitably causes us to be more wary of the quality, nature, and length of the content itself.
In an environment as competitive and saturated as the internet is, consumers become more selective.
The questions that every business wants to know is, “How can we cut through the noise and become a content-based go-to for consumption?”
Oh boy, if you had a hard and fast answer for that, you’d be rich beyond your wildest dreams.
Either way, today we are going to look into what makes good content GOOD. As well as what you can do to create better content that doesn’t only add “fluff” to the internet and to the lives of your consumers.
What Makes “Good” Content?
What Makes “Good” Content?
As subjective as the word “good” is, I believe there are a few basic principles behind making content that will help you stand out and above the competition.
There are essentially 3 points to be made.
The overall consumption of your content is going to be contingent on the following things:
– Posting Frequency
– Content Quality
– Content Uniqueness.
If you wish to be a content marketing force that shifts entire cultures, then not a single one of these can be missing.
And they certainly aren’t mutually exclusive. There is definitely some mix and match between these characteristics that must be balanced.
Ultimately, these are going to dictate the size and engagement of your audience, and improving any one of these characteristics is going to improve the effectiveness of your content marketing endeavors.
So, let’s begin with the first one.
It’s been known for quite some time that the more often a person or brand posts content, the more quickly they can gather an audience.
This is due to a few factors. There is always the “numbers game” side of marketing that can help you this way, and then there is the engagement side of marketing.”
The “numbers game” of content means that the more content you put out, the higher the likelihood that somebody will stumble across it and be added to your audience.
After all, a wider net catches more fish, right?
The engagement side of posting frequency has to do with becoming a brand that people witness and notice every single day, or at least, determined by your posting frequency.
Studies over the last few years have shown that it requires 7 “touches” before a prospect will buy from you, this just goes to show that, due to the saturation of competition, marketing strategies are requiring more and more “facetime” before consumers will even engage with their content.
But, posting constant content is difficult, and there is a catch to it anyways.
Posting too much will overload and annoy your consumer base. I mean, how often do you want to see 30 different pictures of coca-cola in your Instagram feed?
Or read 3 mid-form newsletters about Nike everyday?
Probably not often.
This is the catch, the shorter and more consumable the content is, the more freedom you have to post it more often.
This is why people can post 10 tweets everyday, but not 10 videos.
All in all, reconsider your posting frequency to engage more people.
When I refer to content quality, I am referring both to the production and technical side of producing content as well as the storytelling and structuring side of producing content.
The technical and production side of content is what the audience DOESN’T see.
It is the filming, lighting, editing, writing, and more of producing top-notch content on a regular basis.
In fact, artists of every kind get dismayed, as people only see the end product of their efforts and not the actual production and difficulty in creating the product in the first place.
It, personally, takes me 5 hours to create a 15 minute video, so I can feel that pain!
Generally to increase the production value of your content, you’ll either have to get inventive to solve issues, or spend more money on quality gear.
Unfortunately, the reality is that there are some things money can buy that help your produce great content, like an actual camera instead of a smart-phone.
However, many things can be improved with some simple steps, you can find many of those steps in my soon-to-be-released book, Kick*ss Content Marketing!
Perceived content quality, on the other hand, is what the end-consumer DOES see.
Arguably, this is the most important piece of the puzzle.
Your content needs to fulfill a specific need that the consumer has. This need can be based on consumer pain-points, wants, desires, or anything that you can use to instill action in the consumer themselves.
Your content needs to contain either the solution or an action (CTA) they can take to further them down the funnel to the solution without coming across as a salesperson.
People love buying, but hate talking to salespeople, after all.
Generally, your content needs to be made with the consumer in mind.
Content uniqueness is where you’ll really start to gather die-hard fans.
It’s the result of your content that has “found its voice” so to speak.
In the book, Expert Secrets, by Russell Brunson, he mentions that there is a separation between the people who will know and follow your brand, and your “true” fans.
Your “true” fans are those that will buy everything you create, sell, and can’t get enough. This is why companies try so hard to create engaged and “true” followers.
Russell Brunson also mentions in his book that his mentor told him “you only need 1,000 true fans to make a living.” The point being, those 1,000 people can sustain you and your efforts as long as you put out engaging content or products that truly solve a specific need that they have.
This is where uniqueness comes in. People want to feel different, they want to feel special.
In fact, there is a point at which you cross the mainstream – and right before the radical idealist area – that you have found a niche of people who directly contribute to the profitability of an “innovative” organization that thinks differently.
It is in that area that you will find your “true fans.”
Essentially, content uniqueness comes from a brand that produces content only the way they can. Because when it comes to being unique, it is not a matter of resources, but a matter of resourcefulness.
You can spend all the money you make on all the top-quality gear you have, but if you aren’t unique, it won’t matter anyways.
As we wrap this post up, I’d like to remind you that being unique doesn’t mean being quality. It just means producing a compelling story in a compelling way.
The top brands in the world use all of these factors to help them. They solidify their posting frequency based on the size and “consume-ability” of their storyliines, they establish quality expectations that look well to represent their brand, and they work on finding unique and innovative ways to reach their “true” fans.
Yes, you can have relative success by focusing on only two of these things, but you don’t want “relative” success, you want Kick-*ss Success!
So go ahead and make these things work for you, and tell your story in the best way possible!
Thanks for reading!
Work With Austin
-Austin Denison is a management consultant and coach from Southern California and founder/CEO of Denison Success Systems LLC. He is the author of The Essential Change Management Guidebook: Master The Art of Organizational Change as well as The Potential Dichotomy: The Philosophy of a Fulfilling Life, and, coming soon: KICK*SS Content Marketing, How to Boost Your Brand and Gather a Following.