What makes a piece of content?
We’ve all heard and read about what makes a great piece of content, and that’s a super important topic of its own.
But what I want to talk to you about today is taking just a step back from that.
Before we worry about whether a piece of content is great, let’s figure out - what actually makes a piece of content, well, content?!
As you’ll know if you’re familiar with Thrive Marketing, content marketing is a complex and comprehensive discipline. It’s the idea of providing valuable content to your audience, establishing your expertise and positioning yourself or your company as the go-to solution for your audience’s specific needs.
I very much like and advocate the idea that content is both information AND communication. For the purposes of content marketing, (as opposed to, say, a technical user manual) content by its definition must be relevant, valuable and informational/educational.
“Content is both information AND communication. For the purposes of content marketing, content must be relevant, valuable and informational or educational.”
But when you boil those properties down, they can really apply to almost any communication you are doing within your business.
My definition of content? It’s pretty broad.
Your website homepage? Definitely content.
A downloadable eBook? For sure - that’s content!
The welcome email you send to new sign-ups? You guessed it, that’s content too.
A reply you give someone in a Facebook group asking a specific question that you or your business can help with? Despite it’s 1:1 form, this is STILL content!
This idea that almost everything you say or do is “content” makes the idea of having a coherent content strategy complex and frankly, sometimes overwhelming.
But it really doesn’t have to be!
It’s simply about applying a set of guidelines (or rules, even, if you like) to every piece of communication you produce in order to ensure your message is consistent.
You should never be communicating to your audience without a clear understanding of your ultimate goal. And THAT’S what makes content effective.
Let’s look at these content examples again:
Your website homepage?
Definitely content.
Its goal? Establishing yourself or your business as an authority in its niche. How? By introducing your audience to you, your brand equity and your knowledge. Showcasing your authority!
A downloadable eBook?
For sure - that’s content!
Its goal is (hopefully!) as a lead magnet - attracting new members onto your list so you can continue sharing your - wait for it - content with them! (It could of course also be part of a program, package or course, but I’m trying to keep things simple here :) )
The welcome email you send to new sign-ups?
You guessed it, that’s content too.
This audience member saw some value in you and your offering! Enough that they actually felt okay about sharing their details with you in order to hear more from you! Great! Now you’ve got to keep them ‘warm’. The welcome email goal could be one of many things - getting traffic to other pieces, establishing your authority, building your community - but you get the picture.
A reply you give someone in a Facebook group asking a specific question that you or your business can help with?
Despite it’s 1:1 form, this is STILL content!
Well in this instance, if we are completely honest (and let’s be, ladies, as there is no point bullshitting each other!) you are probably doing this in order to build a rapport with somebody you feel could be an ideal client. Again, you’re sharing your knowledge, expertise and adding VALUE to this interaction and the result is that the other person starts to feel you’re the go-to guru for advice on said topic.
Do you see what I mean? This is just a small list of examples, but what I’m trying to show you is that there isn’t a narrow definition of content. Sure, some may disagree with me (and if you do, feel free to let me know - I’d love to hear other viewpoints!) but in my eyes, any communication that you are doing with your audience that adds value to their experience with you - in whatever form it may take - probably constitutes content.
So that, ladies, is my view. And if you’re stuck for content ideas - get started with my free Content Idea Generator download.
Dani xx