One of the few things I know about writing is this: spend it all, shoot it, play it, lose it, all, right away, every time. Do not hoard what seems good for a later place in the book or for another book; give it, give it all, give it now. The impulse to save something good for a better place later is the signal to spend it now. Something more will arise for later, something better. These things fill from behind, from beneath, like well water. Similarly, the impulse to keep to yourself what you have learned is not only shameful, it is destructive. Anything you do not give freely and abundantly becomes lost to you. You open your safe and find ashes." - Annie Dillard, The Writing Life
Content is the new wave of social. Experts on content are emerging by the handful, entire conferences are now developed around content, books and white papers are burgeoning and there will likely be no end to the current content proliferation. For good reason, too: the web, the world's information hub, is a destination city, the origination point for purchases. Desktops, handhelds, tablets: it's where the zero moment of truth happens.
This Thursday, I'm presenting to an exceptional group of college marketing students our content marketing strategy and how to build a career around developing thought leadership and rich content. How to cultivate tribes, seeking like-hearted colleagues while improving your mind and enriching your life. How to swim against the tide by becoming as adept at creating as most people are, (listlessly so), at consuming. Primarily, what I hope to convey are three essential points:
- All content is risk. Bad content. Good content. Personal content. Business content. It all represents risk of some kind. Those who have published something beyond a facebook update or a tweet know what I'm talking about. Taking your thoughts, your business, your life public is a harrowing act. The risk begets a surprising reward: "The highest reward for a person's toil is not what they get for it, but what they become by it." - John Ruskin
- Quality should trump quantity (particularly since the noise has become deafening). A post (a video, a podcast) doesn't have to be a magnum opus but collectively, your output should at least represent a credible oeuvre within the niche that you have established for yourself and your business.
- Ultimately, content is about selfish giving. Creating content that helps others, rewards you most of all. Call it karma, paradox, the law of reciprocity, whatever: it works. Most notably, it works if you understand your unique value proposition as an individual and as a representative of the brands you serve. Content serves to develop a loyal band of followers and the following begins when you publish from your distinct point of view. "You were made and set here to give voice to this, your own astonishment." - Annie Dillard
The future belongs to nerds and content creators (marketers). Those who dare to build, create and publish consistent, compelling content will chart their own course and rule the world (or, at least, the web). Content is king and the future belongs to the creators.
