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Content Is Your Best Product
Posted on February 6th 2014
If you value your content like you value a product, you realise that you have the opportunity to “sell” your product every time you create and publish content. Usually, the content that sets us apart is the content we create ourselves, our own crafted content, not material we’re taking from somewhere else and simply sharing.
Take a look:
Newsletter / RSS / Database
To provide quality content that makes a change in a free private newsletter take a look at what Carlos Bravo is doing. Monday or Tuesday could be a great day for this. Perhaps you may consider doing it over the weekend, aiming to create a tribe outside the noise of the busiest days. That’s exactly what Chris Brogan does, with a long, active database that he nurtures, giving him a competitive edge. I’m currently working on the daily RSS subscriptions to my blog and they continue to rise. The greater the audience, the more new people I “bump into”. This has led to an increase in the average business opportunities (“leads”) coming through my blog: increasing to 0.9 per day (up by 0.3 compared to 2012).
Audio / Podcast
Provide audio content. Have you considered carrying out a weekly podcast that your audience may listen to while they’re practicing sport, working or going from one place to another? Juan Merodio has been doing this with his posts for a couple of years and they have now been listened to 200,000 times. Another idea is turning this audio content into subscription podcasts published through a programme (for instance, iTunes), allowing you to choose your own periodicity.
Video as content. In his channel, Valentí Sanjuán entertains, connects and has something to say. With his videos, he reaches more people than any other blogger in Spain. His reach and impact continue to grow daily as a result of the significant emotional bond that his audiovisual content provides. Valentí has created a line of branded content that is tightly linked to a community of followers that continues to grow with every video he publishes. It’s easy to see how he cleverly “calls to action” in every video, pointing towards other videos that may be of interest to his audience. This maximises the experience, contact and bonding with the content, making a huge impact. In the case of Valentí this is further strengthened by the great personal brand that he’s building around himself and his work.
Ebook / Book
You can compile your best and most valuable posts into a book or ebook, for offline or online use. In that way, people can read you while they travel by train or plane. This has worked for Seth Godin and Guy Kawasaki with “What the plus!” However, you don’t need to be a celebrity to compile an ebook based on your articles or posts; anyone can do it, with next-to-nothing marginal costs involved. This makes it possible for anyone who writes to become their own publishing house. If the content is good, you will reach thousands, hundreds of thousands or, who knows, maybe millions of readers: couldn’t it work for you? I’m going to try this out; I’m currently preparing my second book, which I’m writing at the same time as my first. Let’s see what comes of it!
Sharing content is really good, but tell me something: why should anyone look at what you're doing if you do exactly the same as any other person?
Photo credit: Toytent.