Your Content Creates Conversations - ???????????? ?????????????? ???????????? ????????????

if

"Content Creates Conversations"

(LinkedIn Strategist Maxims No. 69)

What if: Not all content is equal?

Then maybe the key question is:

What impact will Your Content have on Your Audience's perception of Your Brand?

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I use this #4DBrandModel to help me check before I publish a piece of content as to what impact will this content have on my audience?

A good analogy to think of here is if you were running a radio station then how does the next piece of content (music, advert, interview, commentary etc) going to affect your audience who just tuned to listen to their daily dose of "The Best Country & Western Music Radio Station in Smallville":

You dont want your audience to change the dial or switch off the radio?

1. Your Content tends to ???????????? the perception of your Your Brand with your audience if

• Your Content is offensive
• Your Content is of poor quality in terms of words and or images (poor spelling, poor quality videos or blurry images etc)
• Your Content is of low value in the eyes of your audience (i.e. the audience reaction is "Why did I bother reading that!" "That is three minutes of my life I will never get back" etc)
• In a business context, potentially "damaging" topics to avoid include Sex, Politics and Religion --> because they are emotive and controversial and audiences seldom have similar views to each other and the author / speaker unless your are talking about a specific group orientated around a specific view on one of those topics: for example a members meeting of the Purple Political Party addressing the future of politics).
• There are exceptions to every rule: for example if you are Esther Perel then of course Sex is part of her content because that is her area of expertise: but even in addressing this aspect of her expertise, she generally delivers her message with a style and professionalism that is respectful & mostly universally palatable.

2. Your Content tends to ?????????????? Your Brand if

• Your Content is High Value in the eyes of Your Audience: when if after they have consumed Your Content they can then immediately apply what they have learned / the new perspective from you to improve a specific aspect of their Business or Life.
• That use of DIY content helps to ?????????????? Your Brand if it is your own content (not someone else's) that is focused on Your Audience (not a general or other audience)
• by DIY is meant content that Your Audience can immediately apply: it's immediately useful to an audience member

3. Your Content tends to ???????????? Your Brand with Your Audience if

You keep changing the audience your content was originally focused on:

• if your audience are Country and Western music fans and therefore they listen to your radio station: "The Best Country & Western Music Radio Station in Smallville", what happens when you start playing Punk Rock music: your audience quickly gets the urge to change stations?
• Perhaps you could get away with playing one Punk Rock song once a week or once a month on your "The Best Country & Western Music Radio Station in Smallville" but playing music for a different audience too often and you may find your audience will change "stations" away from your content sooner rather than later

4. Your Content tends to ???????????? Your Audience if

• when you share content from other sources or experts (regardless of whether it's on topic for your content) this creates the possibility of Diverting your audience's attention away from your content to wherever you have directed their attention to
• also when you share someone else quote, you are more likely to be sharing content that your audience has seen before: and if your idea is to stand out and be recognised then you have just done the opposite: you have more likely blended into all the other content and eventually you may find yourself fading into all the noise on Social Media ...
• for example if you share famous quotes or articles too often then your audience could perceive that you are demonstrating an adeptness with Google (ie you can find great quotes and or content related to your Topic) and sooner rather than later your audience may perceive that they too can use Google and then they can pick and choose which content from other experts they want to consume rather than having their view limited through your selection ... and they are more likely to stop "paying you attention" ...
• Occasionally sharing other experts content can work as long as you add your own slant: applying your model or approach to this experts views can be of benefit to your audience while still Developing your brand

5. Your Contract with your Audience

The contract with your audience is expressed like this: they give you their time and attention and they expect to exchange that for content that they value from you:

Your audience started listening to you (consuming your content) because:

• you appeared to understand them, their challenges and their journey
• and your content appeared to have some solutions which might help them
• and your content saved them time:

The "economic" view on this is

• the time they invested in consuming your content must be less than
• the time you have now saved them after they have applied your content to a specific aspect of their life or business

Using the #4DBrandModel when you publish your content (or send your next messages) will help you to:

• continue to honor this contract between you and your audience and
• keep your audience tuned to (consuming) your content.

6. Bonus Tip:

The same basic principles apply when you speak (spoken and written content are governed by very similar principles) for example: if, when you speak, you over emphasis (i.e. give to much time / words to) someone else's quote you tend to

• ???????????? the audience from your message and
• you may even reduce your credibility / value in the eyes of the audience)

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#4DBrandModel #AOTAudienceOrientatedThinking