From Boring 2 Bingeable: Building Curated Content Experiences

From Boring 2 Bingeable: Building Curated Content Experiences

In the world of content marketing, there comes a point where you hit a law of diminishing returns. You find yourself constantly pushing people through the same experiences, relying heavily on your owned channels. However, as your owned audience becomes less engaged, your strategy becomes less effective. This leads to a vicious cycle of producing average content just to keep up with the demand.

This flawed playbook is further compounded by the fact that our audience has changed. In the early 2000s, gated content became popular when consumers weren't used to curated experiences. But now, with the overwhelming amount of content available, curation has become more valuable than creation. It's no longer about bombarding people with more content, but rather about curating the right content that adds value to their lives.

One of the key elements in transforming your content strategy from boring to bingeable is meeting your audience where they are. Instead of bombarding them with generic content, you need to create brand rabbit holes. These rabbit holes consist of related content that keeps your audience engaged and coming back for more. Whether it's recycling your own content or sharing content that validates your message, the goal is to create a seamless and enjoyable content experience.

Another important aspect is finding the right balance between content creation and curation. Many content marketers focus solely on creating new content, neglecting the power of curation. By spending time curating content that resonates with your audience, you can provide them with a curated experience that adds value and removes friction from their lives. This shift in focus from creation to curation can be a game-changer for your content strategy.

Now, let's take a look at a real-life example of how a company turned a scheduling nightmare into a billion-dollar startup. Atlanta-based company Calendly, founded by Tope Awotona, saw a need for a better scheduling solution when he personally experienced the frustration of scheduling meetings. He noticed that the existing products either required a subscription commitment or were tailored to specific industries.

This frustration became the catalyst for Awotona to create Calendly, a freemium scheduling product that allows users to easily schedule meetings without the hassle of back-and-forth emails. The user-friendly interface and flexible pricing model quickly gained traction, and Calendly now boasts 10 million monthly users, with a 1,180% growth in the last year alone.

What sets Calendly apart is its focus on solving a specific problem and continuously improving its product. Awotona recognizes that there is still room for growth and innovation in the scheduling space, with potential future features such as follow-up tools and recurring event planning.

In addition to its success as a tech startup, Calendly also highlights the importance of representation in the industry. Awotona, a Black tech founder, acknowledges that while he doesn't consciously think about his race or color in his approach to building Calendly, he has noticed the impact of his story on inspiring young Black individuals. This serves as a reminder that diversity and inclusion in the tech world can lead to groundbreaking innovations and inspire future generations.

To sum it up, building curated content experiences requires a shift in focus from creating more content to curating the right content. By meeting your audience where they are, creating brand rabbit holes, and finding the right balance between creation and curation, you can transform your content strategy from boring to bingeable. Just like Calendly, identifying a specific problem and continuously improving your product or content can lead to remarkable success. And finally, embracing diversity and representation in the industry can bring fresh perspectives and inspire future innovators.

Actionable advice:

1. Analyze your content strategy and identify areas where you can incorporate curation. Look for related content that aligns with your message and provides value to your audience. Curating content not only saves time and resources but also enhances the overall user experience.

2. Create brand rabbit holes by linking related content within your website or platform. Encourage your audience to explore more by offering recommendations or showcasing content that validates your message. This creates a seamless and engaging content journey that keeps your audience coming back for more.

3. Continuously improve your product or content based on user feedback and market trends. Just like Calendly, listen to your audience's needs and find ways to enhance their experience. By staying agile and adaptive, you can stay ahead of the competition and maintain a loyal user base.

In conclusion, the key to building curated content experiences lies in understanding your audience, providing value through curation, and continuously improving your offering. By implementing these strategies, you can transform your content strategy from boring to bingeable and create meaningful connections with your audience. Remember, it's not about quantity, but quality and relevance that make a lasting impact.