Is your content worthy of its readers?

Have you ever read an article or listened to a presentation and thought – Well, that’s 20 minutes of my life I’ll never get back! Is your audience thinking the same thing about the content you create?


If you’ve ever written an important paper for a school assignment (no matter – ahem – how long ago that might have been!) then you know: it takes research, planning, and time to create something of quality – something that deserves an A+. So… how much time are you putting into the content you create for your business (blog posts, sales pages, newsletters, and more)?

Your audience is inundated with content every single day. If the content you produce isn’t A+ quality, they’re not going to stick around to finish it.

Here are some ways you can improve your content to make it worthy of the people you’re trying to reach:

Share your Wisdom

Just like in school, it’s time to hit the books! Read articles, books, and blog posts on your topic. Educate yourself, and then pass that knowledge along to your audience members. A well-informed audience is more likely to make the decision to buy what you’re selling down the road, so invest the time now to educate them!

Teach a Skill

A type¬†of content that’s usually guaranteed to get good results is the one that teaches a valuable skill. Think about what your audience members would typically type into a search engine, and then write an article or film a tutorial that walks them through the process of learning that skill!

Explain the Why

Last week I reminded you that you can’t sell a solution without first getting your customer to understand that she has a problem. The content you create is a great place to explain to someone WHY they might need the products you sell – to guide them toward an understanding of the problems they face, even if they don’t know it yet.

Assess the Value

How much is your content worth? If you were offered the chance to pay for the information or skills you’re sharing, would you spend money on it? If not, then it’s not very valuable even if it’s free! If you seek to always create content that’s worth paying for, then your customers will feel like they’ve gotten so many freebies from you already that they’re happy to pay you for the “next level” content you want to sell. They will believe in the value of your gated-entry paid products and services because they’ve experienced that value first-hand in your free content.

Pro Tip: The value in your content should be for your audience, not yourself! YOU are most likely NOT a member of your own target demographic. (A classic example: if you sell handmade quilts, the value of the quilt should be the price a non-quilter is willing to pay for the skill that went into it! It’s not the value as perceived by someone who could make their own quilt.)

Listen and Serve

When you give someone a gift they don’t like, you can see the disappointment on their faces. The reverse is also true: when you’ve done your research and purchased that perfect item someone will love, they light up when they receive it. Your content is no different – it should be a gift that you hand-selected for your audience, based on their needs, desires, and pain points. Make it a point to listen to your customers, and always deliver content that solves the problems they’re having in the moment.

If you’re not regularly taking the time to create high-quality content that serves your audience and brings in new business, why are you wasting any time or money creating it in the first place?

If you know your content is lacking and you’re ready to do something about it, join us in June as we read Epic Content Marketing with the Small Biz Book Club! We’ll learn how to create high-quality content that¬†serves our readers and helps them see the value in what we have to offer the world. Enter your information in the form below to join us for the book club: