You, as a member of my tribe intimidate me. I’m scared into not posting, through fear of as my friend AJ puts it – posting NONTENT. You know, that: meh, blah, filler, “like or share if you agree” type content. I need our connection and the learning I get from consuming your content. I want to share value to get value.
But it struck me. That is the exact message I want to give this week.
Create Epic Value And Give It Away
As many will know by now the rationale behind inbound or content marketing is to create content that answers questions that potential customers may have. In essence you are aiming to be the subject matter expert for your product, industry and niche. The main aim being to subscribe them to a content journey that ultimately converts them to purchase or partner with your brand.
The byproduct of creating answers to questions your customers may have is a bank of SEO rich pages for Google to index. If you are checking the terms people use to find your website, and using Google’s keyword planner (or other optimisation tools), over time this bank of content should ultimately help push you up the SERPs. Getting you closer to number one in Google.
The trouble now, more than ever, is that we are all creating content and competing for eyeballs. Facebook and Twitter are overloaded, YouTube is flooded, even the TV has far too many channels for us to watch. We need to go beyond just answering problems to actively adding value with our content.
One answer is to create unique audience specific content – go niche.
One great example of giving away useful content is the website www.backofanapkin.co.nz created by Sacha Judd of the law firm Buddle Findlay.
The website, aimed at start-ups, provides a boilerplate company document. It outlines the main points of a company’s structure to ensure its is documented – covering things like: the parties involved, who gets what share of ownership, who gets what profits and how decisions are made.
Lightly branded with a Buddle Findlay letterhead, it’s a valuable tool for startups and connects them with a community.
I also made a little form last year to help people conduct a Digital and Social Media audit. It is designed to help small businesses check that they are on the right path and to develop a short roadmap to getting their digital presence right. I hope it has some value for a small business looking to get their online profile right.
Even though it is in essence the exact same strategy I would use with a multinational company or personal brand – it’s ingredients. It’s not the mix, nor the exact methods i’d use to bake my online cake. Hopefully it entices a few more people to check me out as a potential chef. Digital marketing chef that is.
Although that epic piece of valuable content can be related to your core business it could equally be about a unique technique, skills or knowledge you have developed. Brett Kelly was an avid user of Evernote – so much so that he decided to create Evernote Essentials a book that sold 16000 copies. This ultimately led to him being employed by Evernote.
Here are a few others that have already gotten in on the game:
- John Deer with their Furrow Magazine
- Adobe with CMO.com
- Lego with The Lego Club Magazine
- American Express Open Forum
- Entrepreneur on fire
So my challenge to you is to take what you think is IP – Intellectual Property and turn it into something VIP – Valuable Interesting and Popular.