Why you don’t need content

The whole world seems to be in the middle of a collective scramble to create the best, most consumable content.  They say ‘content is king’ (or queen), but in reality, killer content isn’t what you really need.  What you actually need is attention.  Specifically, the attention of the people you want to connect with.

The human race is being bombarded with billions of digital messages each day, so if you think your new blog, or Facebook live is going to make a dent, it won’t.  But this is where we need to rethink engagement.

We need to get to the core of why we’re doing what we’re doing, and who we’re doing it for.

So before you make your next piece of content I want you to consider these three things:

1. Who is going to consume it?

It is absolutely essential to have in your head, written down as part of your plan a clear idea of who is going to consume your content.  Those are the people you’re making this for.  If you’re not clear on that, then you’re going to scattergun your potential audience and either reach nobody, or reach a whole lot of people who don’t care.

2. Is it in the right format?

Once you understand who is going to consume your content, you need have a plan for providing it in the right format.  So think about where the attention of your audience is.  If they all read magazines, you need a print ad, but if they’re all on TikTok, you need a highly entertaining 15 second vertical video.  Remember it should be ‘attention strategy’ not just ‘social strategy’.

3. Is it worthy of their attention?

Keep reminding yourself that nobody cares about you and your business.  They only really care about two things: if you can help them, and how you make them feel.  If you’re not delivering either of these things, then you really need to rethink your content.  If one of your clearly defined target audience consumes your content, gives it their attention, is it going to be worth their time?  If not, you need to start giving some serious value.

If you are following these three steps, there’s a good chance you’ll be creating something really worth the time of those people who you want to reach.  That’s the real benefit of thinking this through and taking a structured approach to your content: making real connections with the real people who matter to you.  

This is what ATTNx is all about. Helping businesses to get the attention of the people that matter, by giving them content that’s really worth their time.

Alastair  Luke

Alastair Luke

Alastair Luke is founder of ATTNx. He creates blogs, video, graphics and audio content mostly on marketing and content creation for businesses and how to gain attention for brands in a busy social media age. He lives in Lisburn, Northern Ireland.

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