Eight Rules for Creating Remarkable Content
1. Present a Unique Point of View - Are you providing insight and opinions that bring something new to the topic? Being remarkable can sometimes mean being controversial or taking a contrary stand, or at least having a strong opinion. There is plenty of bland content out there, so be thought provoking. Bringing real insight is a way to generate comments, stimulate conversation and encourage sharing. You want to drive an action, and being different is a good way to start.
2. Make it Sharable – One question to ask before publishing content: Would my target audience share it or recommend it? Think of it like the NetPromoter score. An endorsement from an advocate has more meaning than almost any other method of distributing your content. People rely on the opinions of peers, so create something your audience will want to share.
3. Prove your Point with Data – It is easy to have an opinion, but you will be more remarkable if you build a case with data, research and sourced facts. If you want your audience to rely on and share your content, you need to make a solid, defendable case.
4. Invest in Design - Present your content in an engaging manner for an audience that is likely overwhelmed with constant information. Smart use of design, graphics, photos, video and other elements add to accessibility and understanding. Your final format should be easy to read with clear entry points throughout, guiding the reader through your remarkable copy. Social media and mobile platforms have helped create shorter attention spans, so you need to grab your audience’s interest quickly.
5. Tell a Story – No one wants to go back to his or her school days of reading dry textbooks. Storytelling is an ancient tradition and how we are wired to learn. When content is put into the context of a compelling story, you inspire your audience to connect and communicate with your brand. Also, tell a clean and simple story with good clear writing, as no one has time to decipher a puzzle.
6. Be an Expert – Nothing is more important to creating remarkable content than having it written by a subject matter expert who is well versed in your industry. Your audience will not engage with content that is written at a superficial or amateurish level. The quality of writing is critical, as it must be at the level of today’s major media newspapers, magazine and websites. It goes without saying that spelling and grammar need to be impeccable, so hire a copy editor if you must.
7. Be a Platform - Make your site/blog the hub of your digital marketing universe; in fact think of it as a platform. From this platform engage and surround your customer with a variety of media types through social and mobile channels. You need to be everywhere your customers are consuming information.
8. Become a Lifestyle Brand vs. a Product - Understand who your customer is, what drives them and what you mean in their lives. Determine what business you are really in today. For example, Sephora is in the beauty empowerment business rather than just selling make-up. For Whole Foods, it is health and wellness, not groceries. Apple is a lifestyle while Samsung is a product, the difference is subtle but means everything for the long term.