There isn’t much compelling content being pumped into the global cStream.
Why? Because most of the content coursing through the veins of the world wide web is shallow and self-serving.
And shallow content = noise.
We live in noisy times.
So what makes content compelling enough to cut through the noise?
1. It’s honest
People know when they’re being lied to, or manipulated. They can tell when our message serves us before it serves them.
Honesty is as plain as common sense. We don’t need any special qualifications to detect dishonesty – we have a built-in ‘gut reaction’ to it.
Some people hate self-serving content – it gets them mad. Others are blasé – they just don’t pay attention. Either way, it ends up as waste.
People tend to trust us when we’re honest. We stand out from the millions of others all vying for attention, and we have a much better chance of connecting with the human beings we’re trying to reach.
2. It’s engaging
Ok, so we come across as a trustworthy source of content, but we’re boring.
In the bin.
Who has time for boring? It’s depressing.
A fragrant untruth will always win over boring.
Engaging content gets through our well-trained defences and draws us in. Next thing, we’re listening/reading/looking with interest.
The secret sauce for engaging content is a bit of imagination mixed into some stories, examples, or real-life case studies.
3. It’s motivating
Compelling content moves us in some way.
It might inspire us, and make us want to change in some way.
Or better yet, it could have us responding to a call to action.
Does it provoke, propel, galvanise, excite, spark, inflame, drive, trigger? Then it’s compelling!
When is the last time a piece of content did that to you?
You’ll probably find that it was both honest and engaging. That it moved you to some sort of action, and was responsible for a change you made, either mentally, emotionally, spiritually or physically.
Whichever way you dress it up…
Compelling content can take many forms. Popular ways of decking out content include:
- Word of mouth (Person2person, social media, reviews, forums)
- Blog posts
- Point of sale
- Business2Business (White Papers, Reports, Presentations, Case Studies)
- Visuals (Photographs with captions, Infographics, Videos, Animation)
Will it get in?
We’re all exposed to the ever-increasing noise that tries to consume us every day via so many channels.
But our ad-blocking gut instinct – that built-in sanity defender that cares about our needs and problems – filters out these self-serving messages before they clutter up our head space.
For a piece content to come face-to-face with someone’s gut instinct and be ushered straight through to the inner sanctum, it would have to be honest and engaging. And that’s when it has the best chance to cause change.
About the Author: Robin Kirkley helps business owners and companies create remarkable content for their brands so they enjoy a profitable return on their marketing spend.