- Content is your book, your short stories, your essays, your blog.
- Content is your website, your social profiles, your shares, your tweets.
- Content is supplied by others. Social chatter, reviews, and other advocacy.
- Content is the data collected around others’ activity.
You need to produce (and collect) content of all types:
- You have to produce quality cornerstone content. The sole purpose is to connect over a compelling story. This is your book, but don’t wait to start forming connections. Cornerstone content doesn’t have to be a whole book. It can be delivered in small pieces. A chapter, released serially. A related short story, an unrelated essay. It’s much more important to consistently build your brand than it is to complete a whole book—at least while you’re getting started.
- You have to produce content that constructs your web presence. This is how you cement your brand. Consistency of this content is critical. Make sure your website has the same “look” and message as your Facebook page. Orient your audience; make them feel comfortable. Make them feel like they know you.
- You have to produce a consistent stream of valuable social content. This supports both of the objectives above. Invite people to read your posts. Encourage them to participate. Make them feel like they are a part of what you do. It doesn’t always have to be original content; a “share” of someone else’s content still provides value to your brand.
- You have to get help from others. Reviewers’ comments are gold. Others sharing your work in social channels is, too. Your good content, combined with the connections you’ve built around it, is a magnet. Do both, consistently.
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For more on how to invite people to exchange ideas and keep the conversation going, please see my article in EdTech Times, Content Strategy: Connection Around Content.