I see people face many dilemmas when it comes to content. I understand−content isn't easy. And yet it's increasingly the key to consumers' hearts. So you need to be writing, creating and publishing, right? Right.

But when it comes to content: output is one thing, influence is another. Your skill and consideration in executing content will determine your success. These are a few approaches or 'personality types' you need to watch out for:

Too much control

The most tiresome content creators are those torn between the desire to produce content regularly and FOMO (fear of missing out) if the content is too fun / declarative / controversial / exuberant / emotional. What you end up with is content that is banal and a waste of space. Don't be these people. They don't say anything wrong, but they don't make anyone care either.

Infamously incognito

Publishing something can be kind of scary, especially when you're new to it. But when you want to build relationships through content, you must be public and personal. That means being willing to promote your content broadly, injecting it with your personality and becoming comfortable with a bit of exposure. Share your own experiences or ideas. Customers care about your thoughts, values and individual approach, especially if you seek to be seen as a thought leader or trusted advisor.

Hasty and haphazard

Sometimes content creators are so enthusiastic that they think more is always more. Creating deeper connections with customers is about conversations, not incessantly talking (or SHOUTING) at them. Regular, consistent content creation is good, and sometimes it makes sense for your brand to weigh in on current affairs, special holidays and events or trending topics. At other times, it will be tactless and ill-advised. If you're rushing to publish and bombard your audiences with irrelevant information, you'll eventually make a mistake or annoy people.

“The only way to win at content marketing is for the reader to say, ‘This was written specially for you’.” -Jamie Turner

Well, obviously

If you're going to publish content, it should add value to your audience or community. It sounds obvious, but you need to take the time to craft content that is genuinely useful and interesting. When you want to sell, make that obvious too. It's painful to see content published under the pretext of being a 'great story' when the intention to sell is transparent. In fact, you can often tell by the obvious way content is 'presented' − stop taking pains to say you've got a great story and just start just telling it.

How to avoid content dilemmas

It's really, very simple.

Always prioritise content for context, quality and relevance. Ask yourself:

  • Is it the right time, place and format to be published?
  • Is it well-written and genuinely entertaining, useful or informative?
  • Is it something your specific audience cares about, and looks to you for?

Avoiding content dilemmas is also easier when decisions about what, when and where you publish are guided by a content marketing strategy. Plans allow you to be clear about your purpose, so you can direct your time and resources into better content.

Questions and comments...

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