In content development there’s a tendency among speakers, thought leaders and authors that has them creating content that is either fun or thoughtful. It’s either creative or insightful. It’s highly analytical but not easily applicable. If you want your work to gain traction in the world you need to not fall into this trap.
In order for great ideas to be unleashed to change behaviors and drive business results in a measurable way they need to be delicious and they need to be nutritious. No one craves poor old Brussels sprouts. Once you’ve tried roasted Brussels sprouts with balsamic vinegar and honey it’s quite likely you’ll want them again and again.
If your content is light on the nutrients you’re in a bit of trouble.
There’s plenty of junk food content out there. The world doesn’t need more of it and the buyers are getting smart and more demanding every day. Personality driven, hyperbole rich content isn’t going to cut it. If that’s all you have to offer I’d suggest you serve that up to the consumer market. The bar is much lower and there is in fact a market for content of that nature.
My clients however tend to have very solid models, research based or evidence based content that’s been tested, validated and works in the corporate market. It often does not have the element of engagement and fun that’s needed for it to be adapted widely. This is where you need to pull away from having a data rich, fact based, and analytical mind to innovate and be creative. Great content should be enjoyable and impactful. It should be fun to consume and change behaviors. You do that by adding stories to the mix, real stories about real people experiencing real challenges. You do it by being a little self-deprecating. You do it by being transparent. Add to that some gamification, some challenges and a layer of visually appealing graphic beauty and you are well on your way.
Learners of all types are incredibly time starved and prone to distraction today. It’s up to you to break them from the trance of activity and get them to commit their undivided attention to your work. By putting in the effort needed to make that a reality you will separate yourself from the pack and give your work an advantage in a crowded marketplace.