Content Is Your Best Product

Isra Garcia
Isra Garcia Digital transformation advisor and new media analyst, IG

Posted on February 6th 2014

Content Is Your Best Product

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

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.

Isra Garcia

Isra Garcia

Digital transformation advisor and new media analyst, IG

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on three occasions and has participated in more than 290 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. He actually advises Ushuaia Beach Hotel, named as number one most technological-adavanced hotel in the world.

His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution, Ultraman and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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