Create content that’s written from the point of view of the person it is intended for.
That’s the simple answer. Figuring out exactly what that means is a bit more involved, but it’s still not as difficult of a process as we make it out to be.
First, it’s great to focus on making your content more ‘shareable’ via social media. Or to optimize for search engines. Such tactics are very smart and they help your content become more accessible and findable.
But, those efforts shouldn’t fundamentally change the content you create. Your underlying goal should always be to create content that’s written from the point of view of the person it is intended for.
The problem is, too often we write content from our own point of view, without even realizing it. Here’s an example: Let’s say we are blogging for a company that creates digital camcorders. If I am in the market for a digital camcorder to record myself speaking, which post is more valuable to me?
Post A – “Ten Reasons Why the Zoomia 3000 Is the Perfect Digital Camcorder For Your Every Need”
Post B – “Ten Steps To Shooting the Perfect Indoor Video, in Any Type of Lighting”
The second post addresses my needs. The problem with most content that comes from brands is it focuses moreso on the product versus the actual thing we want to do with the product! My problem isn’t that I need to know why I should buy a Zoomia 3000, my problem is that I need to find an affordable solution to shooting a high-quality video of myself speaking.
If your brand wants to instantly make it’s content more valuable to its customers, then create content that focuses on how your customers are using your product, versus the product itself.
Graco doesn’t blog about its products, it blogs about parenthood.
Patagonia doesn’t blog about its products, it blogs about the environment and outdoor activites.
Red Bull doesn’t create videos about energy drinks, it creates videos about athletes engaging in extreme sports.
Find the Bigger Idea behind your content, and blog about that. You can still blog about your products, but instead you’ll be creating content that focuses on the ‘bigger, cooler thing’, as Kathy Sierra puts it, that your product is a part of.
Mack
As they always say in advertising — the customer isn’t buying a drill, they’re buying a hole in a piece of wood.
Same holds true here.
Great reminder buddy.
Tom
Tom I love that. But too many brands fall in love with their own product. We don’t want the product, we want what the product allows us to do. Create content that focuses on what happens AFTER we buy your products, and not the product itself.
Easy for us to see, tougher for brands!