Is Your Content Draft-Worthy?
If you know me, you probably know that I’m a bit of a football geek … okay, a lot of a football geek. And like so many of my brethren, I spent much of this past weekend watching young college hopefuls take the first steps in their pro careers at the NFL 2015 Draft.
It’s a fascinating ritual, watching the pundits slice and dice each potential draftee, commenting on his strengths, his shortcomings, and, most importantly, his ability to match the needs of one of 32 potential employers.
On the team side, each draft pick is a prize possession to be taken very with the utmost seriousness. Teams trade for draft picks all year long to get one additional shot at what could be the next NFL sensation. And there are no guarantees. That pick they bet the farm on could bring the next J.J. Watt … or the next Ryan Leaf.
Of course, each position has its own basic set of requirements: running backs need speed and agility, wide receivers need great hands, offensive linemen need to be solid fortresses that can keep the pass rush at bay. Beyond those basics, however each player has a unique combination of skills and challenges.
Take my Houston Texans’ first-round pick, cornerback Kevin Johnson out of Wake Forest. He’s quick and agile, and the kid can jump. (Oh, and he can do this.) On the downside, his lanky frame raises questions about his durability.
The lesson here is that no one player does everything equally well.
Sound like another group we know? Content marketers, maybe?
Just like these young players, each content marketer has something unique to offer our audiences — and we can’t be all things to all people.
And much like the NFL general managers eying a draft class, the people in our audiences have only so may “draft picks” — only so much time and attention they can devote to engaging with content.
And as content marketers, we need to ask ourselves every single day whether we are producing content that’s “draft worthy.”
- Have we packaged ourselves in a way that puts our greatest strengths on display?
- Do we tell our audience exactly what they’re going to get when they click a link to our content?
- Does our content continually meet the needs of those we intend to serve?
- Are our greatest strengths evident in everything we publish?
- Are we delivering on all our promises?
And most importantly …
- Do we leave audiences satisfied that they spent their “draft pick” wisely on us?
Join me for our next VIP Webinar, How to Work with Subject Matter Experts (SMEs), on Wednesday, May 27!
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.
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