A lot of coaches, consultants and small businesses create content simply for the purpose of marketing their websites, blogs or podcasts.
We are driven by the knowledge that content is king and the creation of content is a powerful means to attract new visitors.
In other words, we use the content as bait. We end up just creating content for content’s sake
But when we do this, are we really giving our readers or listeners what they really want?
Another way to look at it would be to view your website, podcast or blog as a library.
For a moment, imagine your site as a physical library, built with bricks and mortar, and stocked with research books and old texts.
Now think about what kinds of books you would buy for your library.
In the real world of bricks and mortar, you would buy and display books according to what the public wanted to find there.
You would cater to their tastes and have a few reference books on the shelves that might be rather mundane in their subject matter, but are nevertheless what your readers want to find.
Now imagine a physical library where the librarian thought more like a website creator or editor. He or she would probably buy books that are new, exciting and provocative.
The reference books would give way to bestsellers. In fact, the librarian would be driven to choose books that attract the most attention and ignore the useful, information-packed books that people really wanted to find.
Such a library might attract some attention at first but would soon lose favour.
People come to the internet to get information. And if they get this from our websites, they get to know, like and trust us. And we all know, people do business with those they know, like and trust.
Readers might be excited by what they first find there. But they would stop coming back as soon as they discovered that the library no longer offered the full range of useful, informative reference materials they really wanted.
We can fall into the same trap with our websites and blogs as coaches, consultants or small businesses.
We create content that grabs attention, hooks readers and hopefully, is shared far and wide through social media. To put it another way, we use the content as a means to market our site or business.
But all too often we forget to create content that is actually useful. We don’t like publishing what we consider to be boring content, even if it is what our readers are really looking for.
The best sites – the ones that get it right – are those that find the right balance.
Yes, they create fresh, exciting content as a means to market their sites. But at the same time, they also create content that is deep, useful and helpful.
Going back to the library analogy, by all means, create an entrance area that is filled with bestsellers and other exciting, provocative and eye-catching books. But behind that entrance area, be sure to stock the shelves with the deep body of reference materials your readers are looking for.
Check out your own website or blog now. Do an audit.
Do you have the right balance? Or do you offer too much brain candy and too little serious reference material?
