How to create remarkable content your techie audience will want to share

Posted: March 25, 2011 in Uncategorized

Show them something truly remarkable

Seth Godin (not pictured here), one of brainiest self-promoters of our time, knows something about generating the kind of content — books, lectures, videos, links, and all manner of blogstuff — that people cannot resist sharing with their friends (with or without the standard admonitions to pass it on or your life will turn to dreck).  So happens that what he has to say about remarkable-ness is as relevant to the purposes of B2B companies as it is to the agendae of individuals and B2C companies. I hereby share them.  They are edited for length and relevance to the B2B community, especially bloggers in high-tech and clean tech. Or those would WOULD BE bloggers. You know who you are.

1.  Know who you are talking to. Everything starts here.  You must see the world your audience, AKA your customers and potential customers, sees every day.   You can’t look at your audience through the lens of your company and its products.  What are their biggest concerns when it comes to the problems you profess to solve?  What matters most to them right now?  How have things changed for them recently?  How are current events — regulatory, political, economic, competitive, etc.– influencing them?

2.  Simpler is better. Keep it short, punchy and, if at all possible, witty.  Yes, the latter is tricky but no way is it something you should automatically shy away from UNLESS you’re uncomfortable with self-deprecation or levity. Still, think about the stuff YOU share with your business associates.  For sure it doesn’t inspire a nap.  And certainly it’s not the stuff that comes from self-impressed, hoity-toity sources. The point is, if you want your audience to grow you must give it something they want on a steady diet.  Hook them with stuff they can get nowhere else.  Material they will want to pass along as a way to gain favor with their associates or to otherwise burnish their reputations.  And make sure you include social media links.  You want people to share it the way they are inclined to share.  Have an e-book? Keep it under 100 pages.

3.  Do all you can to make yourself worth following. Give them something to remember you by. This is a variation on 1 and 2 above.  If you know your audience and keep things simple by not taking yourself too seriously, then by all means get caught in the act of doing something nice for the folks.  Send a special thanks or personal acknowledgment of some kind to those who took the time to make thoughtful comment.  Offering a white paper (one that won’t induce sleep) and rewarding the first five or ten or hundred (depending on your following) requests with a free webinar or consultation or something of value is another easy thing to do that will encourage word of mouth.  So what else comes to mind based on your audience knowledge?


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