Everybody wants something.
To get somewhere, accomplish something, or become someone.
But to do that, they need to figure out how. That’s where your content comes in.
The first secret to creating content people love is to create content that drives transformation.
Everybody craves transformation.
(I’ve learned this first hand from the 18,000 people who ask me to send them transformative ideas every Sunday in my For The Interested newsletter.)
To best serve your audience, create content with a before and after scenario in mind.
Your audience is at Point A and wants to get to Point B, but doesn’t know how to do so. Your content is the bridge.
It’s the path that enables them to get what they want.
You’re reading this post because you want to know how to create content people love. The transformation is that when you finish reading it in a minute, you’ll know how to do that (hopefully!).
You’ll be a different person or have a different skill after reading it than you had before doing so.
The best content changes the lives of the people who consume it.
Reading a blog post or watching a video may not completely transform someone’s life, but it should move them measurably closer to their goal.
It should be a clearly defined step in their journey and deliver a clear return on their time investment.
If your content does this, people will love it, share it, and appreciate you for it.
The second secret to creating content people love is to recognize many people don’t know what they need.
It’s not as simple as creating content that delivers transformative value, because many people don’t recognize what they need to get what they want.
Here’s an example.
Let’s say Bob and Betty both want to get a better job — that’s the transformation they seek.
And I want to help them by creating content geared to that transformation. So, I write a post about how to improve your resume.
Betty knows she needs a better resume in order to get a better job so she clicks the link and LOVES the post.
While her ultimate goal is to get a better job, she knows she needs to improve her resume first so this post offered a mini-transformation which gets her one step closer to the overall transformation she wants.
Perfect. That’s how this should work.
But Bob has a different mindset.
He wants the same overall transformation — to get a new job — but doesn’t think there’s anything wrong with his resume. He certainly doesn’t think it’s preventing him from getting a new job.
So Bob has no interest in my resume tips ignores the post. He doesn’t think it applies to the transformation he seeks.
But Bob’s wrong. There are things he needs he doesn’t realize he needs.
When people who need your content recognize they need it, it’s easy to get them to consume and love it. But when they don’t, you must first convince them they need it by reframing it based on a transformation you know they want.
Since Bob wants a new job, the way to draw him in is with content framed around that and THEN convince him my resume tips post can help him get there.
So I could create another piece of content to share “5 Things You Don’t Realize Are Keeping You From Getting A New Job.”
(I haven’t actually created that post, but maybe I should!).
Because that content speaks directly to a transformation Bob does want, he will likely consume it and find it valuable.
And within that post, I can explain the importance of improving your resume even if you don’t think you have a problem with it.
It creates an opportunity for me to capture Bob’s attention and convince him he needs something he didn’t realize he needed to get the transformation he wants.
So, the secret to creating content people will love is actually two secrets.
- Create content that helps people achieve a transformation they seek, to get from point A to point B.
- If a portion of your audience doesn’t recognize they need that content to achieve that transformation, create another piece of content that speaks to what they believe they need and use that to explain what else they need.
If your content promises (and delivers) that value, it will be loved — and will help you get whatever transformation you seek.