Good vs Great
// Introduction
Have you ever wondered what transforms a piece of content from merely good to truly great? There is a clear formula to create content - it’s the difference between legible and illegible. Good content meets the basic criteria of being well written, informative and relevant. It’s easy to focus on the basics because it’s the way corporate content is created.
We’re not about corporate content though are we?
We want to stand out and create something that elevates our content, something that makes it great and not just ‘good’.
// The Basics of Good Content
When I started posting content in around 2018-2019, I embarked on a journey which has led me places which I didn't ever expect - I’ve been invited to events, I’ve captured the most gorgeous places on Earth and met some incredible people but I’ll be the first to share that my content was really fucking poor at the start - I was choosing to focus on ‘things’ I knew rather than what I could be doing to make great content.
Take the post below (you can click on it to see it in full on Instagram) - this was my attempt at a fully designed carousel back in 2020 but all I was doing was posting about things which anyone can write about.
You could recreate this post tomorrow and it would be no different to mine.
// The Leap to Great Content
Great content goes beyond basics; it’s engaging, emotionally resonant, and often provides a unique perspective - a perspective that only you can provide.
Writing or creating about subjects that you know about because of your experience is where the magic happens - you are always one step ahead or behind someone, thats the game of business and where you’re at on the board and how honest you are when you’re at that position determines how engaging your content is.
For me, I began creating content on Instagram which came directly from my experience and my knowledge (which I’d learned) and infused with personal anecdotes and genuine insights, it boosted my engagement to unprecedented levels. It was then I realized the power of connecting on a deeper level because of what I knew and what I’d experienced.
I’ve said this before and I’ll keep telling you because it’s the most powerful tool in my toolkit but incorporating storytelling makes content more relatable and memorable.
When I started this newsletter for example, when I described my own challenges and successes, I’ve consistently had positive feedback. Whenever I write about my struggles, I get replies on my email because writing about overcoming specific obstacles in my life helps others see their own struggles in a new light.
It’s that old saying ‘A problem shared is a problem halved’.
// Understanding Your Audience
Creating great content is tailored to the audience’s needs and interests and when you make it personal, you align with them - they see themselves in you and they can see that when you talk about your life, that you’re human.
I’ll forever be the champion of ‘being real’ and sharing what’s happening in your life.
The magic happened on my Instagram channel when I began actively engaging with my audience through comments - this is the cheat code for anything in life because when you start to talk to your audience and you begin to ask questions, you gain invaluable insights into their own struggles and thoughts. This entire shift allowed me to create content that really resonates with them.
The special thing about you (and me) is that when you begin to offer the answers to their questions with your own (very) unique insights - that sets you even further apart.
Everyone is on their own journey - some people have been doing their work for a lot longer but havent experienced what you’ve experienced and when you provide your own audience with practical and relevant advice based on what you’ve learned, you’re moving from good content to great.
Here’s an example of a successful post - it delivered a message but I used my OWN spin on it - using my experience and my findings.
// Consistency and Authenticity
The biggest failure you can make though, and one thing you need to be aware of is that there are fakers out there. These are the people who pretend or make out that they have the expertise to help you.
When I started to post content on Instagram, I was inundated with copycats - strangely they were all in their early 20’s and they were recreating my content to drive a message home to others that they ‘knew’ how run a business or they knew how to run a sales team.
This is where being honest works.
One of my most engaged piece of content on Instagram was a single image which read -
“Social media is like growing a beard, if you’ve never grown one, you shouldn’t be telling others how to grow one”
And it’s exactly that - you can’t tell people how to do something if you’ve never done it and you should never do that.
Showing up, being consistent, (and authentic) builds trust and loyalty. When you pretend and when you try to teach your audience about things that you’ve never experienced, you will be found out extremely quickly BUT showing up and telling people what you do know on a consistent basis will win you respect.
For me, now I am maintaining a consistent writing schedule and staying true to my voice - it’s helped build a loyal readership.
Authenticity, especially when discussing failures and lessons learned, has been crucial in establishing credibility.
// Conclusion
The transition from good to great content involves storytelling, understanding your audience, adding unique value, and maintaining consistency and authenticity.
By sharing your journey and insights, you not only elevate your content but also create meaningful connections with your audience.
Embrace these elements, and watch your content transform from good to great.
Whenever you’re writing your next post or thinking about posting use this
DON’T USE THESE
Here's what I offer
These are the features
This is why it's great
This is what it does
Here's what I do
Here are some things I know
Here are some tips for you
This is what I learned
Here's some industry news
Check out this data I found
Buy my stuff now
USE THESE INSTEAD
Here's the challenge you're facing
This is how I'll help you overcome it
Here's me seeing you
Here's my story
Here's a moment everything changed
This is what sets me apart
Here's why I'm perfect for you
This is my commitment to you
Here's what makes my genius unique
Here's evidence my stuff works
Heres a story of someone like you
Here's your potential future