Opinions expressed by Minority Mindset contributors are their own.
Boohoo! Your blog, YouTube channel, or social media account isn’t gaining traction. It’s all your fault too!
You’re posting content in a timely manner, you’ve got an abundance of content, and you’re spread across all the platforms. Your following should be growing, right? Duh…if your content is good.
No one likes crappy content but everyone creates it at one time or another. If you’ve been creating for a while, there’s a great chance you have some garbage floating out there. Here are some quick ways to know if your content is a steaming pile of donkey manure.
1. No Personality
Drab content has no market. Everyone is competing for consumer attention and the only way to get it is to leverage your personality. If you’re only spewing facts, and never throwing in some spicy anecdotes or adding in that human element, you’re going to lose.
You’ve got to be entertaining while providing value. Oddly enough, this isn’t challenging. You’ve just got to allow your quirks to shine through your medium. Write with dramatic flair, capture yourself on video with your biting sarcasm, or put out that podcast with your pun-tastic dad humor. Someone will enjoy it!
2. Unrelatable Content
If you’re writing a blog post for recent college graduates and it’s titled “How to Invest $100,000” you’re not going to get many readers. Those recent college graduates are likely to owe $100,000 instead of having it to invest. If you’re even moderately in touch with your audience you should know which kinds of content will add value to their lives.
If you have no idea what kind of content your audience is seeking, ask them. Maybe you tried that and it didn’t work. That’s fine, your next best bet is to read all your comments and your competition’s comments. Look at the questions, understand the sentiments, find the misunderstandings, find what resonates, and drop what doesn’t.
Relevant and actionable content is imperative! It shows that you have empathy and that you can provide the right information.
3. Confusing Content
No one understands what you’re saying in your podcast, writing in your newsletter, or doing in your video. Perhaps your voice is garbled, your writing has 11 million spelling errors, and your video looks like it was shot by a jittery 3-year-old. Everyone is just left raising an eyebrow and rubbing their chin, wondering “What the hell was that?”
Luckily, this is an easy fix. Get better equipment if you can afford it, hire a freelance editor, and get opinions from friends.
I hate clicking on articles with titles like “Master this One Skill and You’ll Have Eternal Happiness.” For some reason, I always fall for the clickbait. I guess I’m too much of an optimist.
It’s even more annoying when you’re heavily researching a topic and you click on one of these types of content only to receive a hard sell for a product you don’t need. This dishonesty happens on a routine basis. Clickbait content tarnishes your reputation and puts off your existing audience as well as potential audiences.
Title your material appropriately. I know some people might think “But that’s my personality–I’m dramatic! You said I should leverage my personality in my work!” Absolutely, advertise your personality but don’t create promises you can’t deliver on.
Average content is everywhere. Great content is uncommon. The best content creators infuse their quirks into their work, make sure they’re relatable, clear, and honest about what they are providing. If you’re doing all of these things, engaging with people, and routinely creating just exercise patience. It’s a long, slow grind and all you have to do is keep going.