The Anatomy Of Great Content
Whenever someone dives head first into starting a blog, YouTube channel, newsletter or any type of creative business, they're often unsure of what all goes into making a really incredible piece of content.
When I first started this space I would often spew out a few words on a random topic, hit publish and call it a blog post. Not even for a second did I take the time to think about the bigger purpose of what I was creating, who I wanted to target or what problem I had planned to solve. Because of it, my brand was all over the place. I went from writing about my personal life to my trips to target to my journey as a newbie business owner.
Some posts would be a paragraph long, others would bounce from one point to the other without any major details or proof to back up what I was saying. It was a hot mess! And it wasn't until I decided to look at this space more as a business that I began to take the content I created more seriously. Over the years I've learned that in order to really grab your audiences attention and position yourself as an expert in your industry, you need to consistently create valuable content!
Every piece of content you create, whether that be a blog post, a video, or even a newsletter, has very specific elements that has the potential to make it incredible. That anatomy is broken up into its purpose, the details and also your unique story also known as it's proof. Let's look further.
Again, what is the bigger reason behind that single piece of content you're creating? Is it to motivate or inspire? Is it to make your audience aware of who you are? To educate? Or to introduce a new offering? You need to go into everything with a bigger meaning. When I taught my Art of Storytelling masterclass in-person here in Raleigh, I did it for a couple of reasons.
- I'm an introvert and wanted to document my journey as I overcame my fear of public speaking.
- I wanted to get feedback of the class so that I could make changes before launching it online.
- I see a lot of creatives struggle with creating content and also adding in their own personal story, so I wanted to create an extremely valuable class to help them through those struggles.
The details that support your main points are a key ingredient to creating really valuable, meaty content. Simply put, no one trusts vague advice. Just because you’re a pro at what you do, doesn't mean that your audience is. They are coming to you in hopes to learn more. And vague advice often times will keep them just as confused as they were when they first came to your site. After every point you make, support it with more details. How else can you better break down your point to give your audience a better understanding?
Also, I wouldn't focus too much on the length of your content. You don't want to focus on keeping it short and leave out some really valuable details and you also don't want to focus on it being too long and add in details that really don't support the points you are making. I live by the rule "quality over quantity", if you can clearly sum up your points in 15 minutes, it isn't necessary to take up an hour of someones time.
"no one trusts vague advice, give your audience a great piece of content that they can actually use."
PROOF A.K.A YOUR STORY
This is where blending your unique story into everything you create becomes extremely important! Your story, your experiences and what you've learned is literally the GREATEST piece of proof you can provide your audience. I don't know about you but I don't trust anyone's advice who has never experienced it for them selves. It's exactly why Id never hire a business coach who has never owned a business of their own nor would I allow a doctor to operate on me who has never been to medical school. Let's say for example I create a blog post on "6 Email Marketing Strategies To Boost Your List". As proof, I would share the story (or my personal case study) of how I started out with only 50 subscribers and what did and didn't work to help me get to 500 subscribers in under a month.
Also, don't think that your story has to be calculated or based on an actual case study either. You can simply share your story. Again, share what you’ve gone through and how you have made it out. Your content doesn't always have to teach someone how to do something, it can simply just inspire or motivate.
As often as possible, every piece of content you create should include these elements. Each piece works together to help you create clear and concise content that will will trust between you and your audience and keep them coming back for more.
I also teach this process more depth and with more examples in my Art of Storytelling masterclass. The 2-hour live online class was created to teach creatives how to blend who they are into everything they create. The class is built up into three main sections where we will develop your unique story, break down what makes great content and how to blend in your story and also how to effectively brainstorm both free and paid content.
The class takes place on October 1st from 11am-1pm. Registration is open until Friday, September 30th at 10 pm EST.