You can’t just do good content, you need to do great content. In fact, you need to get wisdom into your content. The best definition of wisdom that I’ve ever heard was by the founder of, or the creator of lateral thinking, Edward de Bono.
The definition of wisdom is knowledge applied. Knowledge applied, I’ve never found a better definition of the term wisdom. So as it relates to your content, where do you think I’m leading with this? The greatest content is where you’re sharing your own wisdom. That is unbeatable. Why the heck is that?
It’s unique. Yeah, it’s different, offers a great deal of novelty. What we try to do with every single one of our client’s content pieces, and what we try to do with our own content, it’s not possible 100% of the time, I wish it was, but it’s just not.
We try to create content that is so engaging, that is so powerful and so loaded with wisdom, that our client’s audience or our audience has never seen it before. They can’t get it anywhere else. It is truly one of a kind. And this is the beauty of wisdom in content. You’re sharing your own stories, your own experiences, your own interactions, these are personal to you.
If you got case studies, client success stories, you’re sharing their results in a coaching and consulting space, that’s critical. It is really, really hard for me to understate the importance of sharing your wisdom in your content. This is how you build community. This is how you get high engagements. This is how the other parts of the content hacking framework really come together.
If you screw this up, if you just do mediocre content, the rest of the framework starts to fail. There is no quick hack for this. This is just work. It’s worth it because it’s the foundation that makes everything else possible. If you’re being different and offering novelty and sharing wisdom in ideally all your content, it’s only a matter of time before you start to reap the reward.
Watch the rest of Alexi Neocleous’ presentation inside SuperFastBusiness