The other day, I heard someone on a mainstream pop radio station referring to the information in his newly revised book as “content”. “More content than ever before!” I gasped, “‘Content’ has reached the masses!” and my husband stared at me.
Anyway, I’ve been thinking about content a lot lately. We talk about it, complain about it, strive to produce more of it. Because that’s what brings the shiny new people and helps them to love us. And we love love.
A lot of the questions that I get revolve around content. People complaining, “But I don’t want to blog, I just want people to love me and buy from me. How much does that cost?”
Errrm. It costs whatever it costs to hire someone to produce amazing content for you. Information is the pony on this carousel. People don’t want to hear all about you, you, you. “We have been in business for 400 years! We sell cheese fries that are delicious!” Who cares? But man, I bet they’d love your cheese fry recipe. And your hilarious video entitled “How to eat cheese fries while standing on your head”.
That’s content. That’s why I emphatically recommend a content-driven website strategy. For anyone, everyone, and yes, even you.
But uggggh…I don’t want to BLOG!
It’s not about blogging. That’s why I don’t use the term. It’s content. Think about all the different types of content that you encounter on a daily basis. Actually, why don’t you step on over to my chalkboard so I can show you a few of the types of written content that there are in the world. (This isn’t even including other types of media…just written for now).
Yowza, right? So forget blogging. If you don’t want to blog, don’t blog, ever. Brainstorm what kind of amazing content fits in with your business…whether you’re a retailer, a service provider, a public speaker, or part of a juggling circus. And then publish it consistently.
And bloggers who are thinking “Umm…yeah. Obviously content is the main thing. I knew that in 2005.” I challenge you (and me) to reach outside of how you’ve previously defined your content. “Content” does not have to equal “blog post”. Or, more clearly, “blog post” does not have to equal “list of things I think everyone should do because I’m doing it” or “[fill in the blank with some sort of technology that we love] is dead” or “rant about my mother-in-law’s cooking” (although you know how I love food analogies).
P.S. You know I gotsta remind you that the early-bird pricing for our Gold-Digging Excursion is ending soon. Don’t forget to put your registration pants on and sign up before the deadline!
Posted on March 12, 2010 at 11:17 am 
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Holy bajoly! Thanks for saying it like this. I’m going to point folks in our course to this post because they really need to read it. You rock.
Yes, you do.
peace
Mark
.-= Mark Silver´s last blog ..The Nitty Gritty Heart: Matthew Ray Scott =-.
Sarah-
I’m just waiting for the day that someone turns ‘content’ into a verb… I think I’ll have to hide under the bed for a while if that ever comes to pass!
I love the chalkboard. I think maybe I’ll post a love letter or a dry-erase brainstorming session sometime soon!
.-= Liz´s last blog ..Where Does Your Garden Grow? =-.
I tell my clients that their websites/blogs/content have to keep answering their customers’ questions, especially “What’s in it for me?”. It’s really hard, I think, when you’re a company, to not just talk about yourself (that’s what YOU want to hear). This goes for not just blog-like content, but the actual guts of websites… the “marketing” part. Answer your readers’ questions, give them solutions to their problems. Don’t just tell them why you think you’re great.
(Caveat: I totally don’t follow my own advice on my own site… I talk about whatever I feel like and hope against hope someone, someday might find it interesting. But that’s another story.)
(Sidenote: …because comments really should begin with sidenotes… Loving the design work here!)
Begin actual comment here: This is very well said. I consult on marketing for entrepreneurs in addition to design and I run into this all the time! Surprisingly, I run into other marketing consultants who are going around telling businesses that they HAVE to blog. Honestly, I see it like social media, the more ways there are to connect, the less likely we’ll all find each other on the same platform. The more blogs out there tossing out ‘content’ that isn’t driven from a desire to blog, the less likely readers will find the blogs that are.
So, yeah. Love letters are great! Choose your own adventure? What a great way format to help customers find the product that suits them best out of a bunch!
Cheers! Thanks for this post.
.-= Kristin´s last blog ..i done good =-.
Smoke signal heading your way to say thanks, as always. (Or at least I hope the wind is blowing in the right direction.)
If it weren’t for YOUR content, I would have never hired you. You rock Sarahjbray.
xoxox Alison
[...] See the article here: Content schmontent: Reaching outside of the blogging box – S.Joy … [...]
Bingo.
.-= Glenn Weatherson´s last blog ..Morning Cleanliness =-.
(Just read your list of why NOT to hire you, brilliant
If people communicate primarily in stories, then wouldn’t it make sense to speak of “stories” instead of “content”?
Content is so vague and nebulous, like the word “marketing”, it’s hard to make the term mean something concrete. But at least with “stories” we can more easily find relevancy and connection with the people we are trying to reach.
We give or produce “content” for others, guessing at it’s relevancy to the audience, but in the end it becomes just so much more noise and is lost in the sea of “information” (which, I’m guessing, is what people really think of when they hear “content”). But “stories” instruct, inspire, persuade, and teach in a way that “content” never could. And people remember them. Isn’t that the goal of distributing “content” anyway, for your audience to remember and use your ideas?
Sarah, I love you. So much. LOL
This was great! May have to apply this to my own site …
.-= Havana´s last blog ..Great Resources to Improve Customer Service =-.
I love the way you encourage people to think creatively about how they can provide content. So few are bothering to do it.
It still requires time and work even for those of us who count writing creative and well among our skills and things we enjoy. Maybe this is why so many resist doing it.
[...] A blog contains content just like a newsletter contains content. And there are many different types of content, not just blog entries. Read more of my take on that (especially if you don’t want to blog…ever). [...]
[...] A blog contains content just like a newsletter contains content. And there are many different types of content, not just blog entries. Read more of my take on that (especially if you don’t want to blog…ever). [...]