The Power of Great Content: How to Make Your Company Stand Out

The Power of Great Content: How to Make Your Company Stand Out

In a world where information is constantly being generated and consumed, it's no surprise that we often forget most of what we learn. Studies have shown that people can lose anywhere between 14% and 85% of their knowledge in just a few years. So what should you do about this? How can you ensure that the information you put out into the world is not only memorable but also impactful?

One answer lies in the realm of content marketing. The Priceonomics Handbook highlights the importance of creating great content that not only tells compelling stories but also provides value to your target audience. It's not enough to simply have a distribution channel and a specific target in mind; you need to think about what a person is expressing by sharing your content and what they can say about it. This means considering the emotions and reactions that your content evokes in readers and crafting your message accordingly.

But what makes content truly great? The handbook emphasizes the need for authenticity and originality. Your company has access to unique information and expertise that can set you apart from the competition. By focusing on this authentic information and presenting it in a novel and interesting way, you can establish your company as a leader in your industry. This not only attracts potential customers but also catches the attention of journalists, leading to press mentions and speaking opportunities at conferences.

However, creating great content is not an easy task. It requires time, effort, and a deep understanding of your audience. The OkCupid team, for example, had two people working on their blog full time. But the returns on writing something great are enormous, while the returns on writing something average are zero. This is where the Effort-Performance-Outcome theory comes into play. You will only put forth the necessary effort to succeed if you reasonably expect that effort to pay off. So, it's crucial to invest the time and resources into creating content that truly stands out.

One key aspect of creating great content is understanding the power of storytelling. Every person has an interesting story, and every industry has a history. By interviewing people at your company and sharing their stories, you can create content that resonates with your audience. However, it's important to stick to what you know and present the facts accurately. Extrapolating and turning anecdotes into something they're not can lead to misinformation and a loss of credibility.

When it comes to distributing your content, having a plan is essential. You can't simply rely on luck or hope that your content will go viral. Instead, think about how you can get your content in front of the right people. This may involve personalized emails to journalists or participating in social news sites where your target audience hangs out. By understanding the norms and preferences of these platforms, you can increase the chances of your content being shared and gaining traction.

In addition to having a distribution plan, it's important to consider the language and structure of your content. The introduction is the most important part of your article as it grabs the reader's attention. The conclusion is equally important as it reminds the reader of the key takeaways and provides shareable nuggets of information. By structuring your content effectively and choosing the right words, you can increase its impact and shareability.

It's also worth noting that the quality of your content matters more than the platform on which it is published. While getting coverage from major publications can drive traffic, it's often more beneficial to focus on creating incredible content on your own website. This way, you can attract your own audience and establish your company as a trusted source of information.

Ultimately, the success of your content marketing efforts lies in your ability to create exceptional content that resonates with your audience. By investing the time and effort into crafting great stories and presenting valuable information, you can attract attention, build your brand, and drive meaningful results for your business. Remember to have a distribution plan in mind, think about what your audience wants to share, and always strive for excellence in your content.

Actionable Advice:

1. Invest the time and resources into creating exceptional content. The returns on writing something great are enormous, while the returns on writing something average are zero.
2. Have a distribution plan in mind. Think about how you can get your content in front of the right people, whether it's through personalized emails to journalists or participation in social news sites.
3. Focus on storytelling and authenticity. Your company has access to unique information and expertise that can set you apart. Share stories and anecdotes that stick to what you know and provide genuine value to your audience.

In conclusion, the power of great content cannot be underestimated in today's digital landscape. By creating exceptional content, you can attract attention, build your brand, and drive meaningful results for your business. Remember to invest the time and effort into crafting great stories, have a distribution plan in mind, and always strive for excellence in your content.