How to Create Content that Stands the Test of Time

How to Create Content that Stands the Test of Time

Aside from internet cats, which I love, clickbait is a poor strategy for brand growth.

In a world of fast-paced content, there is an opportunity to tell a story about your industry, profession, or life. And simply put, that is the role of good content. But why and how do we dare to create it?

What makes great content that stands the test of time? How do we create those types of experiences?

Think of your favorite friend, the one you call for advice. They offer insight when it’s helpful, and stay true to what they believe. Good content should do the same. It should offer something valuable to the reader. It starts by listening. It is connected to the audience it serves.

To create this type of content, we must intimately understand our audience’s needs.

• Think of that good friend again: Do they rush to tell you about their day or do they listen? So the first step of good content is the rule of a good friendship -asking questions.

Here are some questions we need to ask about your audience:

• What inspires them? What entertains them?

• What drives an audience to seek out content in this space?

• What challenges or aspirations do they have?

• Ask yourself:

  • What can help your audience?

  • How can your content genuinely improve their day—or their life?

  • How can your expertise help them reach their goals?

  • What is the best method to share your knowledge with others?

Before even sitting down to create content, we should be reflecting on these questions. Defining a purpose for our content strategy can help guide its direction over time.

2. Tell your story.

Once you know what you want to share, think about your own story. Good content is like a mini-version of a book; it needs to capture your audience in a real way. Products or services don’t exist in isolation. Everything we create or consume is part of a larger story and serves a greater purpose.

Let me give you an example. As a teacher, I was frustrated by the lack of creative methods available in the classroom. I discovered that other teachers shared the same sentiment, and I began writing about it. My blogs in this area spread virally because teachers agreed, and many administrators wanted to change classrooms. My goal was not to create viral content - my goal was to help kids by changing classrooms. I told stories about the possibilities of the future because I believed in them.

Good content takes the audience on your journey, even if they don’t feel ready. They’ll want to join you because your vision is so clear and motivating.

4. Develop a truly empathetic mindset.

“Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience.” – Rand Fishkin, Founder of SparkToro and Moz

As a writer, before blogs were established as a necessary part of an inbound marketing strategy, some people did not realize the value of high-quality content. I knew the value I was providing, and I enjoyed engaging my audience, so I was able to build a career from it.

Content that stands the test of time needs to remember that creating content for its own sake is essential - to connect with others, to learn, to entertain, and to find kindred spirits. We can choose to focus on our message first and share it with the world.

Find your niche. Good content relies on understanding the culture or subculture to which your audience belongs, not just theoretically knowing about it, but truly understanding their problems, interactions, and journey. It is essential to identify where you provide value and how to demonstrate that value through your content.

Your vision is your content - this is what moves and changes your audience, your industry, and ultimately the world where you share it.

5. Remember why you started.

Perhaps you are so focused on your business that you are unsure of what value you provide your audience. However, if you genuinely reflect on what drove you to start your business or how your product or service has helped people, you will begin to realize the types of content you need to create. What is your vision? Rekindle that passion in your content strategy—and share it authentically. Don’t feel like an impostor - embody your passion in the content you create, and it will shine through.

6. Good content is connected.

If there is one thing I have learned from social networks, it is that content does not exist in isolation. We are social creatures, and the web is like a big social experiment of our day and time. Our content needs to be interactive, and to do so, we must engage and connect-truly and authentically-with those around us. We must strive to be social, ask questions, comment on others’ posts, and stay current.

Some of my best blog posts often arise from a question I am asked in an inbox message on LinkedIn, from a seemingly unrelated endeavor, or simply from having a conversation with others. Good content is interactive and thoughtful, and to serve that purpose, we must truly be in a mindset to serve others, not ourselves.

Perhaps through your content, you can change one person’s perspective, your own thoughts, or spark a discussion. The beauty of this social experiment we call the web is that we can share our ideas, and really, there is no limit to what that can lead to if we create. Good content gives for its own sake. And keep those cat photos on there too, everyone loves them :)

I appreciate your taking the time to listen to my perspective.

Please feel free to comment below with your own thoughts! Thanks so much for stopping by.- Miriam :)