We have all been faced with having to read, sort through and digest crappy content. Seriously, it is just trash, and as someone in marketing how do we know that clients don’t feel the same way about the content that we are creating?
So at BMF, we have started a recent checklist that we thought would be helpful to share for all of you trying to figure out what’s worth sharing, posting or talking about. We also try to think about being authentic and real when we post. Content on the Internet is about driving engagement. Engagement means that people are connecting and building a relationship with you and your brand. That’s important stuff. And as we all know, relationships are tricky. One wrong post and I might forever ignore what you have to say.
With that in mind, we have 10 ways to determine if it is worth sharing:
- Does it make you smile or laugh? Seriously, if it does that I think it’s worth sharing.
- Is it negative—if so, trash it. We don’t need to spread any negative vibes out into the world. Your thoughts are awesome, but if they are negative please keep them to yourself!
- Did you learn something? Honestly, I have read more articles recently posted by my teenage nieces that have made me learn something I didn’t know.
- Is it a poll or questionnaire? Sorry, but if I have to take more time than just reading…I typically don’t do it. Unless it is specifically targeted to groups I suggest sending it out in an email to them directly, or better yet want an actual response? Think about a text message or phone call.
- Is it under 750 words? Really let’s be honest about 250 words is best.
- Does it have pretty pictures? If not, don’t worry about posting unless it is about 60 characters or less.
- Does it save me time and money? Then by all means tell me more. But only if it isn’t too self-serving. If it about a promotion, discount, or offer great. If it about 10 things I can do to reduce my monthly expenses and involves me having to drastically change my life…chances are I am too busy or don’t have time to read that long of an article, so again maybe email me so I can save it in my inbox and read it at my convenience. Or better yet just share one thing at a time to help me!
- Is it a video? Well, then I probably will watch it. Especially if it has kids or people I know in it. Be sure you are tagging the people I know or might know because that makes me want to watch it even more. Actually, if you tag someone I know in anything you share I will likely read it, click or view it.
- Does it motivate you or me? That is a question that I think you really need to think about. I love pictures of you smiling but at a certain point enough is enough. Is that about you or me? Why are you posting another picture of you finishing a workout? Just because you lost 50 pounds by XXX doesn’t mean I care that you continue to workout a lot. I would much rather you share a cool recipe or share a story of someone you inspired than see another Instagram photo of you after you worked out.
- Did you answer the question what’s in it for me? Really, everyday I want to do good things in this world. I want to change the world for the better. I want to be a better wife, a better mom, a better daughter, a better client, a better boss, and a better business owner overall. I want to do well and be good. So, if you can answer the question in your post about how your content will help change my life–then I probably will care about what you have to share and more importantly I will care about you. If you care about me and build a relationship about me online, I will likely engage and care about you. It doesn’t really matter if you are my best friend, my high school classmate or a brand.
Content is power stuff. It helps and hurts us all in the same manner. It gives us a voice, a very powerful voice and each person and each brand needs to ensure to take responsibility for what they are sharing.