People often associate Saint Patrick’s Day with luck. They talk about the luck of the Irish, of shamrocks, and even of wearing the color green. And what could be luckier than discovering a leprechaun’s pot of gold at the end of a rainbow? If there’s any correlation to be drawn between Saint Patrick’s Day and content, it’s that there’s a perceived element of luck to both. While Saint Patrick’s Day celebrates luck (among many other things), many content marketers seem to believe their success hinges on it.
It’s certainly true that you can get lucky with your content. An otherwise average piece of content might come out at just the right time and be about just the right topic. As a result, it may be thrust into the spotlight because someone influential stumbled upon it and decided to share it, even if it wasn’t very good. These kinds of things can and do happen, but that’s just silly luck. It isn’t something you can rely on and, fortunately, you don’t have to.
Creating great content that achieves cut-through and helps to raise awareness and bring attention to your brand isn’t about luck. It’s about disciplined execution. Below, we’ve outlined a recipe for creating great content that, when applied consistently, will help you get results.
- Write about the things you’re passionate about.
When you feel strongly about something, your passion and enthusiasm often translate into your content, making it all the more interesting and compelling. Admittedly, in the working world, it’s not always easy to be passionate about whatever product or service you might be selling. If that’s the situation you find yourself in, try to pause and look at the bigger picture. There might be a way to create content that tells a broader story that you can weave some of your passions into.
- Find ways to make your content relevant.
Often the content that’s most successful at attracting people’s attention is the stuff that’s timely and that ties into whatever is going on in the world at that particular moment. While trying to capture the current zeitgeist is a rather lofty goal, a much easier approach is to simply try to relate your content to current events, pop culture, or even events on the calendar. Doing so will help you attract people’s attention, which is an important first step when it comes to getting them to read your content.
- Focus on making your content useful.
Great content is typically useful content. It needs to contain valuable information and practical advice that serves to help educate your audience. Doing that, rather than patting yourself on the back or singing the praises of your own products or services, is a way to ensure that your content not only gets read, but is also bookmarked, shared, and revisited.
- Make sure that your writing is clear, concise, and engaging.
Good writing is a fundamental ingredient of good content. Beyond simply ensuring that your words are spelled correctly and that all of your verbs agree with their subjects, be sure to write in a way that resonates with your audience. Good writing should be clear, so that readers never struggle to understand what you mean. It should be concise, so that you’re respectful of people’s time and get to the point quickly. Perhaps most importantly, it should also be engaging so that it’s interesting and enjoyable to read.
- Figure out how to make your content easier to consume.
At a time when everyone is busy and has a million things competing for their attention, most people don’t respond well when they’re confronted with a wall of dense text. While our last point was about the need to make your writing clearer and concise, in the process, you also have to remember to make it easy on the eyes. That means breaking up your text with headings, images, bulleted lists, and pull quotes. The idea is to make your content more scannable so that time-pressed readers can easily get a sense of what it’s all about.
When it comes to getting results with your content, you can’t just rely on luck. Instead, apply the lessons outlined in this post and you’ll be in a much better position to create effective content that really works. Do so consistently over time, and not only will your customers be happy, you might even catch your manager dancing an Irish jig.