Content is the magic word nowadays, so much to the point that it’s nearly become a nauseating cliché. But the fact of the matter is that it is a fundamental part of any organisation’s game plan. In today’s connected world, people are constantly consuming content. But how do you make your work stand out?
At We Are Podcast, Australia’s first podcast marketing conference, we brought together a few experts to give us their key pieces of advice for how to produce text, video, audio and anything else that both connects with the consumer and keeps them honed in on your brand.
Here’s what they had do say.
Break Your Current Strategy
Whatever you’re doing may be working. But here’s a magical number to help you revolutionise it: 5%. Take 5% of you’re doing and throw it into something completely new and different.
If you’re normally doing marketing-related blog posts, try doing some videos. Or you could even just try writing about something completely out there, like how your travels have influenced your worldview or why doing what you love is a waste of time.
Do What You Love
It’s true isn’t it? The best work, according to our panelists, always comes from the heart, not from the head. When we try to write or produce content that we think is what people want to see, it can come out stilted and disingenuine.
Have a few glasses of wine, sit back and let the words fly. The unadulterated copy that you’ll produce is guaranteed to have some of the best stuff in it. Even if it’s a little messy, you can clean it up later when you’re editing.
Don’t stick to one avenue. If you’ve got some high-performing blog posts, think how you can repurpose them to other mediums. Could you make it a Facebook video with text? Could you design an entire podcast episode around this blog post.
It’s important to cover different mediums because not everybody consumers content in the same way. Some people simply don’t like reading and aren’t going to bother with your 1,000-word wall of text. How can we grab these people? Could be video, could be audio.
Look For Proven Pieces of Content
If you’re struggling for ideas, here’s a little tip. Go to Amazon and look for the bestsellers in your industry. Take a peek inside their tables of contents. What kinds of things are they writing about?
No, you shouldn’t just copy what they’ve done. But seeing what things are being covered can usually give you a little spark of inspiration to get yourself moving forward.
Ignore Everything We Just Said
One of our panel members, Sean D’Souza of Psychotactics, prides himself on going against the flow. He says that his content strategy is this: do the opposite of what everyone else is doing.
This can be tough, however, as you don’t want to come across as a contrarian. But if you’re one of those people that is profoundly interested in niche fields of thought or alternative theories, you can turn that into a valuable content source. Plus, it’ll be interesting, if anything else.
Author: Ronsley Vaz
Ronsley is the founder & chief day dreamer at AMPLIFY. He is an author, speaker & serial entrepreneur.
He has a Masters’ degree in Software Engineering and an MBA in Psychology and Leadership. He is known as the creator of We Are Podcast – the first Podcasting Conference in the Southern Hemisphere, and the host of The Bond Appetit Podcast and Should I Start a Podcast. He has an audience of over 3 million in 133 countries.