We’re all familiar with the most overproduced form of content. It’s mass-produced, formulaic, and often cynical.
Some call it page-view journalism. Then there’s content that’s really just great advertising; yet, while these can be delightfully entertaining, their business usefulness is questionable.
- Solves real audience problems,
- Reflects the character, passion, and knowledge of an authoritative person,
- Finds a fresh approach to the topic (especially if it’s a popular topic), and
- Is interesting and easy to read.
Think about most of what you click on that’s shared on Facebook, Twitter, or Google+. Was it worth your time to read? Barely. Do you need any more of it? Not really.
Rainmaker content is real-world content.
- It has to be interesting.
- It needs to creatively differentiate itself from what’s come before.
- It’s always a good idea to promote it intelligently.
- And it has to solve a real audience problem.