Page 83 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

higher sphere than that of your audience. Rather, the goal is communion. In other
words, whatever you say allows them to nod their head and say, “I get it. I see.”
My success in building communities has been a bi-product of my obsession to
find this audience communion, all the while communicating and teaching in a
way that establishes the audience as an equal.

“Speak to one person.”

– Bernadette Jiwa, author of Marketing: A Love Story

Before I sit down to write I think about one person. I don’t think about “my
audience” as “my audience,” I think about a single individual and where they are
in their day, in their work, and their life. This practice helps me to understand
that I must always respect their time, never take their attention for granted, and
always try to provide value. I consider why they should they care that this post
exists and why it will matter to them and how I would connect with them if they
were sitting right next to me. That’s a long way of saying I simply speak to one
person.

“Publish with empathy.”
– Jonathon Colman, content strategist for Facebook13

Many companies put up displays all over the office that are filled with analytics,
data, and milestone metrics. But what about feedback from the people using your
content? You can display that, too. And while you can build metrics around this
feedback (sentiment, influence, comments/hour, etc.), it’s even more powerful to
display people’s actual comments directly on screen. Follow that up by building
rapid workflows to solve problems and you’re putting empathy into action!

“Don’t publish when you ‘should.’”

– Scott Stratten, author and President of

UnMarketing

Monthly, weekly, daily. In the afternoon. In the morning.
When you ask people how often they should produce content, the answer

always ends up being about a spot on the calendar. It used to be biweekly in the
old days. Then it became weekly and now it seems to be multiple times a day.
Three blog posts a week. Ten tweets a day. Five Instagram pics and one
Facebook post an hour. With a picture. And a motivational quote.