Content creation Proven Method for Brands
Content marketing is one of the old and very successful proven processes of increasing brand value, sales, and can acquire more users. My proven method to consistently create effective content is “RITE.” RITE is an acronym that stands for Relevant, Interesting, Timely, and Entertaining. If you create content that consistently hits at least three out of these four angles, you’ll be spinning content gold. 1. Relevant What if you have multiple interests like books, pets, and cars? Can you create content about everything you’re interested in? The answer is … kind of. You don’t want to confuse people. If you started a video series about woodworking and then did a commentary on the history of poodles, your readers would think “What’s going on here? I came here for the woodworking tips!” You’re no longer relevant. Now, that’s not to say you can’t bring your hobbies and interests into your content. I’ve used inspirations from history, art, travel, literature and other areas of interest to enliven my blog posts, but the lessons are always relevant to my core topic. 2. Interesting The “I” in RITE is Interesting. Publishing your content isn’t a creative writing contest. It’s a war for attention.
Every single piece of content you produce must be interesting. If you can’t do that consistently, you’ll assuredly lose your audience to competitors who can hold their attention. How do you stay consistently interesting? When I create content that’s particularly provocative, somebody in the comment section will typically write “How did you know this was on my mind?” or, “How did you know we were just talking about this at work?” I suppose the difference is, I don’t just think about things that interest me — I write about them and open a public discussion. This week on LinkedIn, somebody wrote, “you’re the only person out there with the balls to say this stuff.” I don’t think I have unique cojones. And if I did, I would not tell you. But it takes some guts to put yourself out there, especially when a view is incomplete or controversial, but that’s the key to remaining interesting, isn’t it? You don’t need all the answers to be interesting. You simply have to ask the right questions. 3. Timely Research shows that people love sharing ideas that are new — research, breakthroughs, data.
So incorporating something new and provocative into your content is a great way to light up an audience. Here are opportunities to create content that stands out based on changes going on in your environment:
- WOW, news — In every industry, there’s somebody producing a newsletter that curates the latest news (If there isn’t, go do that!). Read this news every day. If there’s a news item that makes you go “wow!” it’s probable that others are going “wow,” too. Open up your laptop at that moment and write a post about the implications of that news from your point of view. Publish that same day and your readers will love you.
- Comment on a commentary. Let’s say your passion is fire-fighting. If there’s an event that affects your industry like a budget cut, a new regulation, or a technological breakthrough, there are news stories already out there about it. Do a web search to find others commenting on the issue and then 1) summarize their points 2) provide a link to the original source with attribution, and 3) add your own perspective to the original view.
- Round-up post – If there’s a breakthrough in your area of sustainable interest, ask thought leaders to send you a paragraph, video clip, or soundbite of their views and present a round-up of opinions. You’ll be creating great content with the secondary benefit of quoting industry leaders who may share your post.
4. Entertaining The final factor in the original RITE formula is “Entertaining” … but perhaps it’s the most important aspect of content creation today.
Why do you share a piece of content? Because it’s entertaining in some way. Maybe the video, podcast, or blog post makes you laugh, inspires you, or amazes you. Thinking in terms of “entertainment” may create a point of differentiation for you. Most people aren’t putting their content through the “entertainment” filter … they’re just reporting. Could you stand out from the crowd and become known because of your entertaining style? With the help of these 4 formulas you can easily stand out from the competition in the market and take your brand to the next level.