As marketers, we hear the phrase “valuable content” all the time.
I’ve been guilty of using it myself on stage at conferences, during podcasts, and with clients. But let me tell you why I’ve grown to dislike this term.
The problem with “valuable content” is that it’s subjective.
What’s valuable to my audience might not be valuable to yours.
What resonates with me might fall flat with you.
And that’s the key issue: value is relative.
So, how do we navigate this?
Redefining “Valuable Content”
Valuable content should be defined as content that helps you achieve your personal and business goals.
It’s so simple that many of us think that it’s too complicated. No it’s not. If that type of content is one step ahead of getting to your goal, then make it and publish it. It doesn’t have to be liked by everyone and it doesn’t have to get millions of views. Valuable content is a strategic content that helps you get from point A to point B so eventually you can achieve your goal.
I’m not creating content to get more businesses, because content is my business.
My content playbook
This is my simple playbook for my business
Step 1: I create content to get noticed – that’s why I’m publishing daily on Linkedin, Twitter and Threads and weekly on Instagram and sending my newsletter. Organic content is like free advertising.
Step 2: When I’m noticed, people start mentioning me – that’s how I’m starting to build my own reputation, get some brand awareness and make people acknowledge my presence on the internet.
Step 3: When people start mentioning me, it means that I’m starting to have a brand – and every time somebody is referring to me or my work, it helps my brand (personal and business) get more awareness.
Step 4: When I’m building a brand, it means that I have a business that solves a problem – and that’s how I’m growing a content business and a modern marketing agency.
This is my 4 steps playbook that I’m using every single time and it’s working for me, and also for my clients.
But let’s break it down with a real-world example and see why valuable content doesn’t mean that it’s a viral content or a recognized content.
The power of niche content
Alex Hormozi shared a story about a dietitian who’s making $1 million a year with just a few thousand followers. You can watch his video here.
What’s the secret?
It’s not about the number of followers; it’s about serving a niche audience.
This dietitian isn’t chasing vanity metrics like views or followers. Instead, she’s creating content that deeply resonates with a specific group of people, solving their unique problems.
And her example should be a good example for every marketer out there.
Watching Alex’s video I took 4 simple ideas that maybe are a reminder for you as a marketer or maybe at something you didn’t know.
- Know your audience: Understand who your audience is, why they follow you, and what they need. This means digging deep into their pain points, interests, and preferences.
- Focus on relevance over reach: It’s tempting to go after large numbers, but the true power lies in engagement and relevance. A smaller, engaged audience is more valuable than a large, passive one.
- Leverage algorithms: Trust that algorithms will help you reach your specific audience, even if your follower count is low. Create content tailored to your niche, and the right people will find it.
- Solve specific problems: Your content should provide solutions to the specific problems your audience faces. This builds trust and positions you as an authority in your niche.
But many marketers lack understanding of one simple factor – business metrics.
Shifting your focus from vanity metrics to business metrics is crucial.
Instead of counting likes and follows, measure success by the impact your content has on your business goals. It doesn’t mean if your content got 1,000 likes, 100,000 likes or 1,000,000 likes – it’s important what business metrics helps that content reach.
You have 3 ways to measure your valuable content:
1. Track conversions: Measure how your content drives actions that align with your business objectives, such as sign-ups, purchases, or inquiries. Maybe not all your content is driving the same conversions objective, but all these content can help you get the insight about which one is driving and which not.
2. Monitor engagement quality: Look at comments, shares, and feedback to gauge how well your content resonates with your audience.
3. Evaluate customer feedback: Pay attention to what your audience says about your content. Are they finding it useful? Are they coming back for more?
While I might continue to use the term “valuable content,” I’ll always add a crucial detail: “to your own audience.” It’s essential to optimize your content to the specific needs and preferences of your audience.
So, don’t just create valuable content – create valuable content for your own audience.
This focus will lead to deeper connections, greater engagement, and ultimately, more business success.
I hope this was valuable content for you.
By adopting these strategies, you’ll transform your content creation process and see tangible results.
Remember, it’s not about reaching everyone – it’s about reaching the right ones.