If many the blog was up for dead (And they were wrong), now the same voices augur the end of the age of content. Y, from what I see, they're wrong again. Platforms where content resides may evolve (you know, Podcasts...), But little else.
Content remains king. This is the seventh and final trend 2020 I advanced a few weeks ago, and of which I've already developed six parts:
- The first: The impulse of social conscience and personal brand
- The second: When facts are imposed on such
- Third: From influencers to influentials (a substantial change)
- The fourth: Don't think (Only) on Google, think about your customers
- The Fifth: Don't let technology step on you, use it to your advantage
- The sixth: The brevity is, but ephemeral
If you have little time, I invite you to watch this one-minute video summary:
- Interrupting or seducing?
- Value and Content Proposal
- From usability and SEO to story
- Don't you have a website?
- Influencer is you
- Annex: Contents in TED talks you should know:
- Al Gore. A new conception of the climate crisis
- Michelle Obama. A personal commitment to education
- Sting. How I started composing again
- Bill Gates. Energy: innovating towards zero
- Tony Robbins. Why we do what we do
- Jorge Drexler. Poetry, music and identity
- Stephen Hawking. Questioning the universe
- Bonus. The good news about poverty
- Jane Godall. Can we live together?
- Peter Gabriel. Fighting injustice with a video camera
- Subscribe to the blog
- Annex: Contents in TED talks you should know:
Interrupting or seducing?
Outbound or inbound? We ran away from time thieves as much as from the publicity that disrupts our lives. Good content plays a key role as a catcher of our attention and that of our customers. And it's not worth anything.. Repetitive or boring content doesn't contribute, doesn't entertain, does not matter.
Value and Content Proposal
Content makes sense if you pivot around a solid value proposition. Before sharing a content, either cured or created, you have to wonder:
Does it connect with my audience, with those people I want to reach?
Does it bring anything new, either solve a problem or analyze an opportunity?
Is it in my power to provide that that brings?
With two positives, we can launch ourselves. With three, we can be sure that there will be an answer if we are consistent over time.
From usability and SEO to story
Do you have a website? My eyes shine when I read "We went from usability and SEO to story" in the studio IAB's "Top Digital Trends 2020". That's entwining with my forecast that Google will no longer be the center of the universe and at last the quality will be valued more than the tricks to position mediocre content in the first pages of the search engine.
Brands are starting to come up with a web model based on the story and not on digital positioning, generating points of contact with the user who delves into the brand, this way the searches are already direct, boosting the relationship and thus reducing the weight of SEO.
Don't you have a website?
I get it, that seems complicated. And it's not.. The hard part is keeping the web, write regularly on the blog. Many reference professionals who write high-value content work with free web media 100%, as Ricard Lloria, Merco Roura, Francisco Alcaide, Ylse Roa or Joan Clotet. You don't need to spend time on that..
It's also not convenient to give away our ideas, insights and social media concepts that maybe one day will close their doors (many have already done so). If you have to create or share content, the ideal is for you to do it from your own platform, and from there you share it on social media.
If the content is king, the blog is the castle, the place where the king develops his mandate.
Influencer is you
Many companies resort to influencers to increase the brand's appeal. But I see the same thing as sharing or creating content on networks. You lose control, that doesn't belong to you. There's no better influencer that you. And in companies there is no better influencers that their professionals. No better platform than your corporate blog.
Who better than an expert can generate credible content, close leader, Shocking, relevant?
Stock Photos from Tomertu / Shutterstock
Annex: Contents in TED talks you should know:
The date of the TEDx Eixample of the 22 mayo 2020. At the moment we already have five speakers Confirmed:
- Alex Lopez, of the 10 top Linkedin Influencers
- Joan Clotet, digital humanist and talent specialist
- Gádor Muntaner, marine scientist specializing in sharks
- Javier Peña, CEO and scientist of Elisava
- And the fifth speaker, it's a big surprise, attentive to www.tedxeixample.com
And to go with a mouth, I leave you with some TED talks you should know:
Al Gore. A new conception of the climate crisis
Michelle Obama. A personal commitment to education
Sting. How I started composing again
Bill Gates. Energy: innovating towards zero
Tony Robbins. Why we do what we do
Jorge Drexler. Poetry, music and identity
Stephen Hawking. Questioning the universe
Bonus. The good news about poverty
Jane Godall. Can we live together?
Peter Gabriel. Fighting injustice with a video camera
- Personal Brand Diagnostics 2: Internal Feedback D.I.S.C. - 21 February, 2020
- Edelman Trust 2020: Trust is built on ethics and competence - 15 February, 2020
- Personal Brand Diagnostics 1: External feedback - 9 February, 2020