What makes content good and what makes it so good people can’t help, but share it, tag their friends and tell everyone about how amazing it is and how to you figure out what they want and need from an emotional and humanistic pathway? To start the most important thing is that you need to be able to tap into the way they think and help them feel connected with the content you are putting out.
Long boring stuff with no emotions will never capture people’s attention and when you’re competing with so much other content, you need to really work to capture the experience of the people in your market.
In that regard, I’ve developed what I call the #ChansLogic Three Pillars to Great Content. These are three concepts that will help make your content go viral, that make people want to consume your content and that establishes the emotional connection with your intended market.
Let’s looks at the three pillars and really define what I’m talking about here so you can understand it and utilize it in your marketing efforts:
You have to inspire people or motivate them and the best way to do this is through positivity. There's a lot of negative stuff out there, but people want to see things that brighten their day a bit and that makes the stress of the day just a little more bearable or gives them a light at the end of the tunnel to look forward to.
Additionally, I often see that positive content is the content that gets shared and is more likely to give people feel good emotions relating to your brand and you want those feel good emotions triggered so that you connect with them and they feel comfortable with your brand.
Now, what is Motivational content? It might be a motivational quote, a video or a blog post. But the key factor is that they all should tell a story that the consumer can tell themselves or that you tell them about someone going from down and out all the way up to living in the sky or maybe if you’re in a client-based industry it’s an incredible transformation you helped someone achieve.
It's that kind of stuff that people like to see and it can be as simple as a motivational quote or some inspiring words on a 1 minute video.
You have to educate people to help them to understand exactly what it is you do and in the process of educating you to need to give them information that they can use without even coming in to see you. This should be information that helps them achieve their goals somewhat independently. In the fitness industry, it would be tips on fixing shoulder pain or eating healthy on the go etc.
People want to understand what you're doing and they want to know why you're doing it and by providing information to them without asking for anything in return you are continuing to build that relationship that you need to build trust in your brand.
Educational content and all of your content for that matter should be about giving, giving, giving, giving and not asking for anything in return. You can go for the ask when the time is right and the consumer trusts you enough to take part in what you’re doing.
Make People Laugh
Now that they're motivated in a positive way and you have taken the time to educate them in a way that gives but doesn’t ask for anything in return. You’re ready for the third pillar to great content: making them laugh.
Funny content is one of the most often shared pieces of content on the web, it helps people feel comfortable interacting with your brand and it’s one of the biggest reasons people tag their friends in the specific content. Virality is often created from funny content.
When you think about it and thinking about when you’re online, it’s the content that is hilarious that you want to tag your friends in, because it makes you feel like it’s “just like you guys” or “just like them”. When that feeling comes about it create’s the connection that you need to build trust in your potential customer base.
Some examples of how you can make people laugh are video’s that show you or your staff messing around in the office, doing something off the wall or interacting with your most fun and engaging clients or customers.
A behind the scenes video with your staff being goofy and in their normal work environment is always a big hit with your audience, or a candid 1min “just talk” session is always a riot and people love to see how people will respond when given no prep time.
So remember you have to motivate or inspire people, you have to educate people without selling or asking for anything and you have to make them laugh.
All three of these things should define your current content strategy and if you work it right and stay consistent you will build the relationship with your audience and the trust you need to keep them coming back for more. Build your content around these pillars and you will create a significant level of engagement with your audience!