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Content comes in many forms. One thing remains true, however, for all forms of content. It must be strong or it will lose your audience’s attention.

When I say “strong,” what I mean is your content must do three things:

  1. It must inform your audience of something that is important to them.
  2. It must present you as a subject matter expert.
  3. And it must interest your audience in learning more about you and your business.

Any content that doesn’t do these three things isn’t strong content. But here’s a caveat: You must do these three things in every piece of content you produce without mentioning your company. In other words, you don’t have to write a sales pitch. Make your content about your audience.

This isn’t as easy as it sounds. It requires a certain mindset in the content producer. You can’t be “all about me.”

You have to be all about your customer.

Your audience is going to want to know what’s in it for them. They will judge you by your content, and they will judge you on whether your content meets their needs. If it doesn’t, they will go somewhere else. You won’t have a chance.

So, here’s the question: Is your content strong? If not, why not?

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