When creating content, what are your considerations? Do you try to create content which will get likes and shares, or content that your audience can find through Google?
In fact, do you pay any attention to what is being created, or do you just leave it up to your designated content creator to “create something for your blog” or “throw up a video for your Youtube channel or Instagram account?
If you are not at least spending some time considering the value of the content which is to be created, then what’s the point?
Aside from the industry- and platform-specific things you need to consider when creating content, here are two things that apply to everything you want to create, or pay to have created:
1. Does your content offer value?
The value of content can be measured in different ways. Psychologically, we are – in absolute basic terms – motivated by either fear of pain, or the prospect of pleasure.
The former is the more powerful of the two. Helping someone to avoid pain is a powerful tool.
As such, consider which challenges your potential clients or customers face. Start by thinking about the questions you regularly face in your line of work. To you those questions may seem boring – but the mere fact that you are asked the same questions over and over again means that there are still people out there who don’t know the answers.
If you are unsure, go and have a look at discussions around the products or services you provide. Have a look at forums and social groups.
When you answer questions, and you do so truthfully, it builds trust. In addition to that, when your content is out there, it can be found by people who still need the answers. People who need answers in order to avoid pain will be actively looking for answers.
On the other end of the spectrum, that which you offer could be about obtaining pleasure – whether it be through products, experiences or entertainment. The more difficult life becomes in our messed up world, the more people try to find some pleasure to escape reality.
This could be in the form of self-indulgence (buying stuff, often expensive), travel or dining out, experiences (cycling, surfing, gaming, etc.), or pure entertainment (live shows, streaming services, television, etc.).
If you can sell the promise of pleasure in the content you create, you can still have a powerful tool to motivate potential clients or customers.
At the end of the day, you should ask yourself this:
Will it be worth the prospect’s while to consume your content?
2. The prospect’s level of awareness about the situation:
Firstly, is the prospect aware of the situation?
In many cases, your prospective client or customer may have a situation, but not be aware of it. They may, for instance, be using an outdated tool for a specific task, unaware of the secondary challenges it may cause.
On the other hand, someone may be experiencing minor symptoms when using a machine, car or computer, blissfully unaware of how big a situation it actually is.
Are they aware of the situation, but unaware that a solution is available?
They may also be aware of the situation, but not know that there is a solution available.
Are they aware of both the situation and the availability of a solution?
They may even know that there is a solution out there, but now know about the solution or product you offer.
As such, consider the level of awareness (of the prospect) you are aiming for, and which steps are needed to bring that person all the way to making a buying decision.
There are also many other considerations when creating content. However, even if you have all of those in place, and you failed to get these two right, that piece of content will most likely not result in any sales – ever.