How to Make Content Worth Talking About

We don’t need more content marketing. We need more relevant content.

As a marketer, I see the importance of providing consistent content. However, as a consumer I want content that’s relevant to me and my current challenge. So, I took this into consideration when writing this post.

Now let’s start with the basics.

Content marketing is a process in which organizations develop content to attract and convert customers. Since content marketing is the latest proven marketing technique, organizations are cranking out content faster than ever.

Unfortunately, it seems like they are creating content for content’s sake, without developing the strategy to make each piece successful.

Depending on who you ask, successful content can have different meanings. Some organizations may consider a high number of social shares, or clicks, or conversions as successful.

Increase Content Success. Asking Yourself If It’s Worth Talking About Before Publishing

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If so, you will eventually see an abundance of social shares, clicks, and conversions for your content. It starts with developing a strategy before production to ensure its success.

Here’s how to make content worth talking about

Leverage Social Issues

Leveraging social issues is a smart way to ensure your content will be talked about– especially if you are targeting niche audiences. Let’s say you wanted to focus on leveraging the momentum of an LGBT campaign. Regardless of your thoughts around this issue, there’s a chance that segments of your target audience belong to this community.

There’s Nothing Worst Than Creating Content Worth Talking About…Badly!

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When developing content worth talking about, you should convey authenticity for both your brand and the social issue to which the content appeals.

Here’s an example:

Ultimate Fighting Championship (UFC) and the Gay and Lesbian Community Center of Southern Nevada partnered for an HIV Awareness campaign. The UFC and The Center have launched an awareness campaign called “Protect Yourself At All Times.”

This is a great example of how to leverage social issues while still conveying authenticity for both the brand and the partner.

Feed The Visual Beast

Sometimes the medium is more important than the message. When creating content worth talking about, it is critical to enhance it with visual elements. In today’s highly visual world, consumers are engaging with visual content more than text.

In particular, when you make content worth talking about, a video is the best form. It’s easy to comprehend, sharable, and scalable on social networks that reward this type of content.

For instance, Facebook!

The network understands we are living in a highly visual world and encourages users to post more videos.

You must consider video if you want to make content worth talking about.

Influence Trumps Authority

Influence certainly trumps authority. Not convinced?

Let me ask you:

What holds more weight, positive reviews from a movie critic or a close friend?

Although the critic may have the technical background to determine what makes a good film, he may not know your taste in movies. However, a close friend will know that you like Samuel L. Jackson and anything he stars in you believe is a hit–and then there was Snakes On A Plane.

Moreover, when you make content worth talking about, it is important to understand that influencers are critical to helping fuel the conversation around your content.

If being an authority is a strong suit and influencing your audience is a challenge, it’s time to work with influencers to help fuel your content amplification.

Bottom-line, if they believe your content is worth talking about, they will!

Final Thought

Creating relevant content should be top of mind when you make content worth talking about. Ask yourself if it’s worth talking about before publishing your content. Does it leverage a social trend? Is it visual? Does it have the power to influence by conveying authenticity?

These questions need to be answered when making content worth talking about. Once answered and executed, you’ll eventually see an abundance of social shares, clicks, and conversions for your content.

Sources

http://instinctmagazine.com/post/ufc-partners-lgbt-organization-new-hiv-awareness-campaign
http://www.pewresearch.org/2013/06/13/lgbt-voices/
http://www.trendsactive.com/#!/our-trends/societal-trends/
Making an Impact: Measuring the Value of Facebook Video
http://blog.hubspot.com/blog/tabid/6307/bid/31406/How-to-Map-Lead-Nurturing-Content-to-Each-Stage-in-the-Sales-Cycle.aspx

Juntae DeLane

I am a blogger, speaker, and consultant who loves sharing my digital marketing tips and tricks.

Amy Goble-Geans

Very Insightful!
Amy Goble-Geans

Very Insightful!
Lisa Olie

Love this post! Content HAS to be worth the time to click through. Otherwise the brand loses credibility instantly.
Lisa Olie

Love this post! Content HAS to be worth the time to click through. Otherwise the brand loses credibility instantly.
Marion Clarke

Excellent ! thinking ahead in terms of brand equity. Well said Juntae. Great post.
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  - Marion Clarke
    
    Thx “Guest” but no thanks.
    I’m good.
    Thanks for the share.
    Best,
    Marion
    - Juntae DeLane
      
      Looks like it was spam so I deleted.
Marion Clarke

Excellent ! thinking ahead in terms of brand equity. Well said Juntae. Great post.
- Guest
  
  ➼➼➼I RECEIVED FIRST DRAFT OF $13000!@ak8:
  
  ➨➨➨➨http://RealCarePro.com/get/pocket…
  - Marion Clarke
    
    Thx “Guest” but no thanks.
    I’m good.
    Thanks for the share.
    Best,
    Marion
    - Juntae DeLane
      
      Looks like it was spam so I deleted.
Marion Clarke

Juntae, you make excellent points. I find that storytelling and authentic content help powerful brands make deep connections with customers. Besides webinars and attending events, how can marketers move closer to authentic, compelling and inspiring? Love this post! Thanks.
Marion Clarke

Juntae, you make excellent points. I find that storytelling and authentic content help powerful brands make deep connections with customers. Besides webinars and attending events, how can marketers move closer to authentic, compelling and inspiring? Love this post! Thanks.
Tet Kofi

Superb article and succinctly written. As a journalist i see the power of leveraging social trends and the news agenda to achieve relevance. Nothing happens in a bubble. Everything is evaluated within the context of whats happening round us. I try and get my clients to think a lot about that. Great article #Relevance is a key word
- Juntae DeLane
  
  Thanks for reading and commenting Tet. I look forward to future comments from you.
Tet Kofi

Superb article and succinctly written. As a journalist i see the power of leveraging social trends and the news agenda to achieve relevance. Nothing happens in a bubble. Everything is evaluated within the context of whats happening round us. I try and get my clients to think a lot about that. Great article #Relevance is a key word
- Juntae DeLane
  
  Thanks for reading and commenting Tet. I look forward to future comments from you.
claire

Yes! Completely agree. You can’t become an influence all on your own without leverage, and getting the proper content, outlets, and forms are crucial. It’s still tough work, but these principles are great. Thanks for the article!
- Juntae DeLane
  
  Thanks for reading an commenting Claire
claire

Yes! Completely agree. You can’t become an influence all on your own without leverage, and getting the proper content, outlets, and forms are crucial. It’s still tough work, but these principles are great. Thanks for the article!
- Juntae DeLane
  
  Thanks for reading an commenting Claire
Dianne Gutierrez

Quite insightful. Thanks! Now my problem is creating regular quality content to feed my readers. Sometimes it just becomes difficult to come up with articles, especially when you’re just writing for a company and the topic isn’t exactly your niche…

– Dianne of @BloggersngPinas
Marketing Assistant / Blogger
- Juntae DeLane
  
  I agree. The key is to consume as much content as possible to stimulate ideas. Hope that helped. Thanks for reading and commenting!
Dianne Gutierrez

Quite insightful. Thanks! Now my problem is creating regular quality content to feed my readers. Sometimes it just becomes difficult to come up with articles, especially when you’re just writing for a company and the topic isn’t exactly your niche…

– Dianne of @BloggersngPinas
Marketing Assistant / Blogger
- Juntae DeLane
  
  I agree. The key is to consume as much content as possible to stimulate ideas. Hope that helped. Thanks for reading and commenting!
John Hornbeck

Your first item, leveraging social issues, really hits the mark with me. A lot of my work is with the nonprofit community, and I am a former nonprofit CEO, and Director of Marketing and Communications. Nonprofits naturally have a lot to share in terms of social issues — but other people and organizations sharing content on social issues can have a tremendous impact in terms of community awareness and advocacy. That’s why you will see content from me on hunger, health and homelessness — not just on nonprofit marketing and communications. For organizations other than nonprofits, such content is a way to reach new connections and to have a positive impact on important issues at the same time. However, a warning. Just as with other subject matter, content about social issues must be consistent over time, and it must be a sincere passion for you. If not, it will fall flat.
- Juntae DeLane
  
  Great point John! Your experience adds value to this conversation. I look forward to future comments from you as well.
John Hornbeck

Your first item, leveraging social issues, really hits the mark with me. A lot of my work is with the nonprofit community, and I am a former nonprofit CEO, and Director of Marketing and Communications. Nonprofits naturally have a lot to share in terms of social issues — but other people and organizations sharing content on social issues can have a tremendous impact in terms of community awareness and advocacy. That’s why you will see content from me on hunger, health and homelessness — not just on nonprofit marketing and communications. For organizations other than nonprofits, such content is a way to reach new connections and to have a positive impact on important issues at the same time. However, a warning. Just as with other subject matter, content about social issues must be consistent over time, and it must be a sincere passion for you. If not, it will fall flat.
- Juntae DeLane
  
  Great point John! Your experience adds value to this conversation. I look forward to future comments from you as well.
Dave Sharp

Thanks for posting. Relevant content cuts through the noise and treats your audience with the respect they deserve for taking the time to read your posts.
- Juntae DeLane
  
  Thanks for reading and commenting Dave!
Dave Sharp

Thanks for posting. Relevant content cuts through the noise and treats your audience with the respect they deserve for taking the time to read your posts.
- Juntae DeLane
  
  Thanks for reading and commenting Dave!
Allison Smith

Great stuff – love the part about leveraging social issues and targeting niche audiences. People have a good eye for “just because” content now – good to see the bar being raised…it keeps the industry standard high, which can only be good for the future of content, as well as our readers.
- Juntae DeLane
  
  Thanks for reading and commenting Allison. I look forward to your future comments.
Allison Smith

Great stuff – love the part about leveraging social issues and targeting niche audiences. People have a good eye for “just because” content now – good to see the bar being raised…it keeps the industry standard high, which can only be good for the future of content, as well as our readers.
- Juntae DeLane
  
  Thanks for reading and commenting Allison. I look forward to your future comments.
isloooboy

Another sweet and simple post which created an good impact on me and my thoughts as well to look contents from another angle. Thanks Buddy for sharing beautiful thoughts
isloooboy

Another sweet and simple post which created an good impact on me and my thoughts as well to look contents from another angle. Thanks Buddy for sharing beautiful thoughts
Cathrine Friberg

Thanks for a great article! I am struggle to write better content and read as much I can about how I can write better content. Very helpful.
- Juntae DeLane
  
  Thanks for reading and commenting Cathrine!

Here’s how to make content worth talking about

Leverage Social Issues

Feed The Visual Beast

Influence Trumps Authority

Final Thought

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