Does Your Content Have a GOAL?
In the wake of the “Content is King” revolution, too many businesses have fallen into the trap of creating content whose only purpose is to be content. This digital clutter does not develop thought leadership status, establish authority or build a community. Instead, it only serves to dilute your brand and your product. After all, if your content fails to provide value, what hope is there for your product? This is true for all types of content, not just blog posts. Podcasts, videos and social media posts must be created with a specific GOAL in mind.
Evaluate your content before you publish using the GOAL method.
1. Is Your Content Great?
Great content enters the conversation in the marketplace and takes a stance. It is based on real interactions and addresses specific events, ideas and concerns. It is not watered-down and neutral. Instead, it clearly takes a position, defends it and in doing so, begins to build a relationship with the reader/viewer/listener.
Great content is not 100% focused on your product.
2. Is Your Content Original?
If you’re creating Great content, originality is a by-product. Even if your opinion mirrors that of another content producer, be sure to express your ideas using your own words. The main ideas of your content must be unique. Supplement with quotes from famous and relevant experts to support your claims and grab attention as long as those quotes don’t make up the majority of your message.
3. Does Your Content Activate?
Before you write or record the first word, decide precisely what action you want the consumer to take. What is your Call to Action (CTA)? Do you want him/her to download a report? Call for more information? Come into the store? Join an email list?
With a clear action in mind, create content that naturally leads the consumer in that direction. Strong CTAs are not pushy – they are strategically placed within well-developed content to drive the readers/viewers/listeners in a specific direction.
It should also be noted that a very reasonable CTA would be to have the consumer interact with your content. You don’t always have to have them “buy something.” It’s perfectly fine to have them: “like” it, share it, comment on it, or desire the next installment.
4. Does Your Content Have Legs?
Content that has legs reaches past its original medium. It touches a larger audience through Likes, Shares, Comments, and Links; verifiable proof that your audience is interacting with the content. This sort of interaction lasts longer than a few days and allows you to see how your message travels through the community.
GOAL-based content educates, informs and entertains. It ensures that your community associates your brand and your voice with quality and value and leads them to take action.
The easiest way for you to start creating GOAL-oriented content is to survey your list of prospects/customers on what they are interested in or what their questions are. This will likely give you a dozens of ideas on what you can write about that directly relates to your customers.
If you’re looking to run a survey to your list I suggest you set up an account with Survey Monkey at Surveymonkey.com their free account will allow you to ask up to 10 questions and receive up to 100 responses. So what are you waiting for? Go set up your first survey and start creating content with a GOAL today.