Is Your Content “Sticky” Or Nah?
I'm sure you probably have heard the phrase "sticky content." In fact, this is one of the oldest phrases in internet marketing and online publishing. The idea is to create content that people would want to read. I know that sounds like a really basic concept but believe me, that's a big deal. This is why I teach my clients how to tap into what their sacred tribe wants on a soul level. It aids in making all your content “sticky” Why is this important? Well, most people actually access the internet through mobile devices like smartphones and tablets.
When you're out and about and on the go you really don't have the time to seriously and closely inspect each and every website you land on, the same is true for social media. Usually, you would scroll through the website/social media feed very quickly to see if there are certain keywords or titles that appeal to you and if something seems somewhat relevant to what you're looking for. You give it more time and you scroll down more slowly if this website/social media post is truly on point; then you stop and read the content more carefully. That's how people process information on the internet. It doesn't matter whether are talking about search results or links that you discover through your Facebook timeline.
It all works the same way. You first start by scanning very quickly because you don't have all the time in the world. We as a society are used to quick content at our fingertips. You slow down when something catches your eye because it seems like it’s relevant to you and it’s something that is truly on point. That's when you take some time out to understand what it's about. I need you to wrap your mind around this process and get a clear understanding of how people actually consume digital content.
Armed with this understanding, then you would be able to create sticky content, that’s not only catchy but that creates an emotional connection. Content that makes you money is sticky, because the impact comes before the income. The problem is how you find this content. Do you even have an idea? This is where the danger comes in. A lot of people who are trying to make money with marketing to their sacred tribe have all sorts of preconceptions regarding what kind of content they should produce and what kind of content is important to their sacred tribe. They have all these ideas but the problem is they forgot to do one thing. They forgot to test whether these ideas are actually supported by actual consumer interest. Just because you connect on a soul level doesn’t mean the practical strategy of marketing no longer apply.
For. example, you may think something is hot and exactly what your community needs, but that doesn't necessarily mean that they’re going to agree with you. I can't even begin to tell you how many websites were built on this mistake. The entrepreneurs who came up with the website are all excited about the content because they think that this is the next big thing. Guess what happened? It didn't go anywhere, they lost their money, they lost interest and they moved on. I don't want that to happen to you.
This is why you need to build your sticky content on a real foundation. Build it on the practical as well as the soul. How do we go about doing this? Well, first of all, we're going to have to figure out what actually works in your sacred tribe. That's right, you're going to have to discover content that is currently popular to them. There's an actual demand for this content because people engage with this content. What are they actually interested in learning from you.
Now, the question that you're probably begging to ask is how do I find this out? Very simple. Look at what others in your industry are doing, even if you don’t completely agree with their methods. Find them, pay attention to their social media accounts as well as their blogs. What kind of topics are they sharing about? Now take note on the most common types of content that they produce. Once you have a clear idea of what they’re talking about, look at the social media engagement for those pieces of content. This is the key.
This will provide you with the clarity you need on what your community wants to hear about. Why? You a way of assessing whether this content is actually popular or not. The people are either going to give a piece of content a thumbs up or not. Either they're going to retweet it or not. Either they're going to share it or not. Pay attention to those signals. Don’t be so caught up on the spiritual side of building your soul-inspired brand that you miss the strategy of it all.
Now armed with this information, come up with something ten times better and soul-inspired. This is how you would create a very sticky piece of content and set yourself apart from others in your industry. This is how you will connect to you tribe on a level they’re not accustomed to.