The Art of Powerful Content

Do you know what works and what doesn’t? Do you have an engaging audience – why or why not? Everything that you do, as a blogger or content creator, surrounds exactly that, content. It’s important that this content is the best possible content, and creating something powerful and that resonates is not always as easy as it seems. Unless, of course, it’s a video of a kitten. Then you’ve gone viral.

We like to think that we’re experts at creating powerful and emotional content – in fact, Dani Revell our Boss Lady spoke about this exact topic last month at the New Zealand Marketing Summit. This side of the business specialises in influencer marketing, but we also have another half that deals with social media marketing for Kiwi businesses (and ones in Fiji!) which we love. Here’s our tips for creating powerful social content that is adaptable to all types of content marketing, including blogging.

Step One: Research

Know what you’re talking about. Make sure that the content you are creating is what you are passionate about. When you are sharing something you love, the content will naturally show that passion. You also can’t create outstanding content without first understanding who’s going to be reading it. Get to know your target audience and cater your content for them. Don’t change who you are or what you love, just make it relatable and easy for your audience to, too, love. What do they want to see?

Step Two: Insight

The most important aspect of an insight is it’s quality. You have to provide some type of insight, something additional to what you are talking about. It’s social media that we’re talking about, everyone and their wavy, long bob and yoga mat has seen it all before – provide something that stands out. It doesn’t need to be surprising, it could be something familiar that provides a frame for things that are already top of mind, or something that makes us feel good about ourselves.

Step Three: Emotion

People are hunting for positive or negative emotions they can share with other people – so give it to them. As mentioned, everyone has already seen everything, so teach them to care about what you’re saying. Whether you use intense, emotion-filled imagery, or copy that invokes a tear or a laugh, this is what the people want. Of 2014’s 10,000 most shared articles, 25% of them invoked awe, 17% laughter and 6% anger. These are the feelings that make users want to share a piece of content, whether it be because they want to make a change in the world, or make someone’s day, there always exists a motive for sharing. If you, too, express your emotion – upset, anger or happiness – in regards to a topic in which you are sharing, your audience will join in. Remember, they follow you because they trust your opinion, and if you completed step one, you should be aware of their motives for sharing and be able to cater to this.

Step Four: Analytics

Creating powerful content is a truly cyclical process, and step four loops back to step one, just at a more in-depth level. It’s important to understand how people are engaging with you and your brand/blog, then use this understanding to preempt their engagement. Analytics are meaty and they can be scary, but understanding them is the key to success – if they want cake, let them eat cake!

Be really, truly, original. Hold yourself to a high standard. Understand your audience. People love stories that are relatable and allow them to put themselves in the story. Emotion is key – especially for dry subject matter or statistics. Review your content performance and use that to drive future content.

Now go, our beautiful, little social media pro – flap your wings and soar to viral success!