How to Excite People Online? By Being Extraordinary
When it comes to creating online content, many love the sound of their own voice. Others just can’t seem to make it happen. If we write about what we know and believe, surely people will love it, right? The answer is no. It’s not that simple.
The process of content creation is about inspiration, what will make people connect with you! It might be a process you think is easy! Or you might not have a clue! In either case you need to speak from the heart, without pride or prejudice.
The content creation process is evolutionary, it always has been. We must not delude ourselves with content that we think people want to see. So many times when you read a blog, a social media comment, watch a video or hook up on a webinar, you fail to be inspired. That is because so many think that people want to read exactly what is on their minds.
That is fundamentally flawed.
An online audience wants to find answers, solutions to problems they have and go online to solve. For us, we must therefore be informative, educational, detailed and authoritative, based on the reality of problems vs. solutions.
The Do Not Do’s of Any Creative Process:
- Do not simply try to win a popularity contest
- Do not regurgitate what’s been done before
- Do not write about what you think is exciting.
Rise Above the Junk!
In an online world filled with so much content; negativity, propaganda and fluff have diluted the online experience in so many ways. There is content from so many sources and channels that much of what we read has been curated and duplicated to death! That is a damning indictment of the online content pool in which Internet audiences swim.
Vast user groups share content for the sake of sharing content, others promote content for the sake of promoting themselves and others. Many businesses write something just for the sake of producing a blog. But does any of it serve a purpose?
We have become obsessed with search rankings and social media. The barometer for success seems to have become more about ‘Likes’, ‘Circles’, ‘Followers’ and network building than it does connecting with our primary market of customers. Many businesses are therefore failing because they are talking to themselves or those simply in their industry (most often competitors.)
In short, what we have to say must be relevant to our target market, it must be honest and real and drive follow up action… by making the ‘ordinary, extraordinary’.
Don’t Become ‘Just Another…’
Whether writing a blog post, designing a website landing page, making a social media connection or having a forum conversation… as a content creator it is your job to make your audience as excited and passionate about a subject as you are. We must help people embrace what we have to offer as a business and articulate what we are trying to achieve to help them through our unique reasons for being in existence. Your content then transcends ‘just another blog post’, it becomes inspirational to them.
That is the essence of why we are creating content in the first place. If we can’t get people excited and passionate about what we do, they are simply not going to come and buy from us. This is how you connect creativity with purpose. Through your business, what does your online audience need and how do you provide it? All this sounds so simple and obvious but there are consultants out their charging thousands to tell you exactly what you already know.
Be true to your passion for running a business and capture that excitement in the problems/solutions paradox of your customers minds. With that you will succeed as a creative force when it comes to producing content that inspires.
Real Life Content: Where Inspiration Becomes Aspiration
Any content creative will tell you the most popular pieces they ever published were those that ‘made a connection.’ That is, they turned simple words into inspiration that then formed an aspiration in the readers mind. So ask yourself, when you next write a blog, social media post, web page or more, what does my audience want from me here?
To be a creative means you’ve got to be real to them and true to yourself. There is no connection without trust.
How Do We Connect With Our Audience?
1. Choose Your Audience
Think of your primary market. Is it a local, national or global audience you are aiming at? Moreover, what demographics do you believe are your primary customer base? If your audience is primarily a certain age group, culture, ethnic origin or based on a fluctuating buy cycle then your content must adapt. It must also be scheduled to hit the mark at the right time.
2. Create a Seasonal Calender
Your content strategy must have its juices flowing at all times throughout the year. Even if you have what appears to be the most unseasonal of business models, you will have peaks and troughs of visibility, interest in your brand and demand for the products/services you sell. Your content must be planned (well in advance) to meet the aspirational needs of your audience.
3. Stay on Course
Once you have established primary audience and created a seasonal calendar to publish content at the most opportune of times for their needs, it is crucial to stay on course. Enthusiasm, creative license and trends come and go but your content machine must always drive the process of lead generation. Keep the content flowing.
4. Leverage the Success of Content
There are two types of content. ‘Evergreen’ (always relevant but less popular) and ‘just in time’ (highly popular then dropping out of sight.) It is crucial to have a good mix of both. Evergreen content provides placement for low volume keywords. It generates lower traffic patterns but does so consistently throughout the year. Just in time content is much more targeted to high volume keywords and is therefore much tougher to place for but will offer highly relevant insights at specific times of the year.
Your Content, Your Choice
Follow the crowd or lead from the front?
The tactics you use above are more important than simply following the trends of others. While they give food for thought, don’t be hell bent on doing what others have already done just because they do it brilliantly and you want to follow their lead.
Lead yourself, don’t follow others who are competing in the same space. It’s the only way to content nirvana – be true to your values and those of your customers. Establishing a position of thought leadership is up to you, it is where reputations are made and profits flow because of purposeful content. Nobody ever achieved that (as a sustainable business) by piggy-backing on the back of others.