In an age of content overload are you creating content that is viewed, understood and valued?

You’ll know this is the case when your content starts attracting and amplifying the value inherent in your business. Otherwise, you’re simply replacing lorem ipsum with the English equivalent. Looks nice but so what?

Content marketing is one of the most powerful and lucrative forms of online marketing because it’s only nice works, it also builds a digital asset at the same time. So it makes sense to understand how to do it right.

Content writer at work

Talk about getting two birds stoned at the same time. Why not advertise to your desired market and make a product (intellectual property) while you’re at it?

Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

Brian Clark, Rainmaker Digital

Effective content adds value to a person or business

Nothing comes for free. In any situation, there’s always some form of exchange taking place. Content Marketing is the art of giving away something of value in return for more repeated custom.

When people discover a source of value in the haystack that is the World Wide Web, they’ll know exactly where to go for more.

And remember Value is relative. Ideally, you want the people you’re trying to reach to see your content as valuable, even if other people perceive it as worthless.

This means its ok to be specific if you’re reaching a specific group of people. Diluting the content to make it more accessible to a wider group of people may backfire as the quality and potency of your message will be weaker and the piece of content will be of little value to anyone.

Turning words into gold

Creating value in words is simple but not easy. It starts by understanding your own value. You are valuable. All you have to do is share yourself, right? Ok, that didn’t quite come out right. Let’s words this a little

differently. There’s bound to be something you know, that will be useful to someone else. That’s it, now give it away. The more it helps people out, the more people appreciate your work, give you respect and see you as an authority in the field.

Now ultimately what’s key in this equation is that it actually does help someone out. The person reading your post about ‘How to make their computer go faster’ actually makes their computer run faster as a result. Next time they pick up a virus, they just might go back to you for your virus scanner or for more info about how to solve the problem. In short, you now have a committed fan. Someone who looks to you and your business as a source of positivity and worth in their lives. Odds are, a true fan is going to tell someone.

Let’s look at another example for clarity:

  1. Content: 10 Tips for More Effective Communication
  2. Context: Your ideal prospect believes effective communication is important
  3. Reaction: Your ideal prospect believes he can now communicate more effectively
  4. Action: Your ideal prospect implements your communication tips
  5. Result: Your ideal prospect is a more effective communicator.

Although It doesn’t matter whether or not you know about these results, you’ll most probably receive some feedback that can better inform your processes going forward.

And all the while, you’re developing a media asset that has independent value beyond the cash flow you pull in every month. What you do with this asset is another story…