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Content is NOT king!

“Content is king”.

You hear that ALL the time. But I disagree. Content is NOT king!

Yes, content is absolutely essential for a business to be successful. And I don’t mean just any old content. It has to be GREAT content.

But we’re at a point now where great content is a given. If you don’t have great content, you aren’t even in the game. Average content won’t get you noticed and won’t bring you new clients or customers. Instead, I say…

CONTEXT is king!

And a huge part of context is – who’s sharing it. That is the critical element of content marketing that too few people are considering.

How do you get people to share your content for you? Well that’s the big question, isn’t it? Everyone wants to know the secret for creating viral content.

I want to tell you a story about a wine seller named Stephen Cronk.

Stephen was starting a new winery, and he was in a location where there were already 600 other wineries. He was going up against all these other well-established businesses and he wanted to figure out how to get his content out there and have an impact on his local wine market.

So he started creating videos.

They weren’t just any old videos though. They were authentic, personality-driven videos, with practical, useful information. They were also very optimistic; there was never anything negative in what Stephen shared. And the most important thing was, they were entertaining!

His early videos were OK, but the more he did them, the better they got. After a while, people started sharing them everywhere.  And then after he’d done over 200 videos he finally hit gold!  He did a video about how to open a wine bottle with his shoe!

And all of a sudden it went viral!

Viral content is…

Not only was it optimistic, not only was it authentic, not only was it practical, it was also highly entertaining.

That seemed to be the winning combination for what kind of content would actually go viral and help spread his message.  He got so much attention, he was featured in regional media outlets. His business just absolutely exploded after that one crazy video about how to open a wine bottle with a shoe.

When he started, Stephen developed an audience of people who were really interested in wine. People who wanted to understand more about wine and maybe even become wine connoisseurs.  Like Stephen, when you’re creating your quality content, you have to make it interesting. If it is entertaining and interesting, your audience is more likely to share it.

In addition, note that Stephen honed his storytelling skills over a period of time. He wasn’t a pro video blogger when he started, but he was consistent in showing up regularly.

So if you’re an entrepreneurs who says:

“I can’t do that, I can’t get on video, I can’t understand how anybody can do that, that’s just not my thing”… know that everyone starts somewhere. You’ll get better at it over time

Maybe you’ve got other ways of getting your message out there that are really working for you. If you have, that’s fabulous! But if you haven’t, and you’re looking for something else, a more effective way to share your information, then consider doing more videos, especially entertaining videos.

Let’s review what makes a video more likely to be shared widely. It must:

  • Be optimistic
  • Be authentic
  • Be practical
  • Be entertaining  
  • And most critically, be relevant to your audience.  

So ask yourself:

“What can I do to help get my material out there? How can I provide practical value for my audience? And how can I entertain them while I’m doing that?”

I’d love to see what kinds of things you come up with.

If you’ve got something really interesting to post about, take my challenge here and create a video that’s interesting, entertaining, practical and authentic (it’s really “YOU”!). When you’ve done it I’d love to see it.  Share your video in the comments below this blog post.


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Non-text content marketing to get attention and engagement

Are you a small business owner who doesn’t enjoy writing?

Perhaps you’re just tired of writing and you want something different? Or maybe your audience doesn’t like to read as much as they like other forms of content.

If that’s the case, I’ve got some great tips for non-text content and information that will capture your audience’s attention.

Video and audio

Videos are huge right now and people love them! Not only that, but 50% of people fail to read past the first 100 words on a website, but 95% of viewers will watch about a minute of a video. Keep it short and you’ll grab your audience’s attention!

Videos are all over social media, like Facebook and Instagram. If you want to be found more easily, always make sure you post your videos on YouTube which is a Google-owned search engine.

Your website is a critical place for your videos. 

You can post a video on your homepage and in your blog articles. And use plenty of video testimonials because they convert like crazy!

For either your website or your social media profile, consider using product demo videos. These can either be live or animated. Make it fun and interesting and you’ll keep your audience wondering what will happen next!

So videos are great. They capture people’s attention right away because people love to watch things that move. It’s just the way our brains are designed.

In addition to video, audio files – short teaching episodes, podcast interviews, and snippets of  coaching calls, or even snippets from an event – are also valuable for your audience.

At an event, record conversations with the people you talk to while you’re there; or maybe even invite the presenter to speak with you! Make sure you provide real value in your audio content piece, as with all your content pieces.

Interactive content

Offer your audience a variety of ways to engage with your content.

For instance, people love polls. They get lots of shares, at least in part because people like to compare their answers to how other people respond.

Another type of non-text content is surveys. Use surveys both to get people to engage, and to collect information for your company. Sometimes people want to respond anonymously, and sometimes they are willing to include their contact information and detailed answers to your questions. Once your prospect takes the time to take your survey, they are much more likely to engage with you in other ways!

In addition, surveys are great because you can frame the questions in such a way that you encourage people to think a little bit about how and why they may need help with a particular topic.

You may also consider creating an assessment for prospects to take (similar to a survey, but it is mostly intended to provide the prospect with revealing information about themselves). The idea is to include questions in the assessment that lead the prospect to recognize where they are falling short.

And of course, the questions are usually related directly to something you can provide for them as a service that will help fill a hole they haven’t even recognized yet. Assessments are valuable and people love to take them.

Visual content

A less interactive, but still valuable, type of content, are images.

One type of image is an infographic. People love infographics, again, because our brains love visuals. They are easy to digest and people love to share them.

If you want to include infographics in your content marketing plan, you can either hire someone to do it for you (such as on Fiverr), or you can try one of the online software program. Some, like Canva, are free, or you could purchase one of the many relatively low-cost programs available. They are usually a simple drag-and-drop interface.

Charts and graphs or snapshots of data make things really clear to understand.

Finally, bring your audience on a journey from point A to point B. Timelines are a great visual tool you can use that’s not written content.

I hope this has been really valuable for you. Think about what other types of content you can use to engage your audience, content that will help build connections and relationships; content that builds strong brand awareness.


If you liked this post, join our 30 Days To a Flood of New Leads program! You will learn ALL you need to know to create engaging, valuable content, that inspires your prospects to take action!