Five Categories of Valuable Content - The Old McDonald Way
I contend that content is the new promotional strategy because it cuts through the clutter of the 4,000 (on average) promotions that are targeted at us every single day. Content takes the focus off the advertiser/promoter and provides something of value to the consumer/audience. New media tools like blogs, podcasts, and online video are phenomenal ways to create content (on the cheap even) with the added bonus of being easy to go viral if the content is good enough.
What I’ve realized, however, is that even if you agree with me on this you may not be sure how to begin. Case in point: I was talking to a friend the other day about his blog, one where he’s been blogging regularly for about nine months now but only provides updates about what he’s doing and where his travels take him. He wants to really use his blog to build a platform and brand for himself so I challenged him to be creating content that’s not about him as much but rather has something of value to his blog readers. Inevitably his personality comes through and in the end it is about him, but just not as directly. I broke it down into five categories for him to consider as he thinks about creating valuable content.
The best way to remember the five categories is to think about Old McDonald…you know…Old McDonald had a farm E-I-E-I-O…yeah, that one. Here are five categories of valuable content with Old McDonald in mind:
- E - Entertain: Entertainment is one of the easiest ways to create valuable content. We all know what it is to be entertained and hopefully we have an idea of what will entertain the people we’re trying to reach. This is one of the primary reasons I do a video of the week here. Humor is a great place to start when it comes to entertaining. Humor is valuable. Don’t underestimate the value you earn by making people laugh.
- I - Inspire: Inspiration seems to be in short supply these days so if you can do this successfully you’ll stand out. Thinking more generally here, consider this category the emotive or “touchy-feely” approach. The Free Hugs Campaign and Kleenex’s Let It Out campaign come to mind here.
- E - Educate: When you educate people you tell them how to do something or share some information that the will find useful or helpful in some way. LifeHacker falls into this category as does someone like Seth Godin who provides helpful ideas for marketers. Educational content can tell you how-to, when-to, why-to, where-to, and what-to do.
- I - Inform: When you inform you provide news or updates about something. TechCrunch is a blog that has done extremely well in this regard. They make news, break news, and report the news in the world of technology. The difference here from the educational approach is that when you inform you’re not telling, for instance, when-to do something but instead tell when-is something. Further, information says where-is, who-is, and what-is happening.
- O - Outrage: Controversy is actually a great form of content. Now, you have to be a little careful here because with controversy there are undoubtedly people who are for you and people who are against you (thus the controversy). Outraging your industry to help the consumers you want is a great way to use controversial content to your advantage. The Huffington Post and HotAir fall into this category in many cases.
It’s important to note that there’s really no clear line between these categories nor should you feel compelled to stay in only one. I suggest you look at all five categories as options for you to consider as you create content. In fact, some of the best ideas would really mix several of these basic elements like a entertaining and informative or educational and inspirational. So, next time you think about creating valuable content, hum a little Old McDonald in your head and see if you don’t get a few ideas going.
By the way, this is part of a presentation I gave at Podcamp Nashville over the weekend. You can download the entire presentation here.
Tags: , blog marketing, Content is the new promotion strategy, digitalmarketing, free hugs campaign, hotair, huffington post, Kleenex, lifehacker, newmediamarketing, podcampnashville, sethgodin, socialmediamarketing, techcrunch, Video of the week
February 13th, 2008 at 10:18 pm
Once again! Thanks! Great stuff!
February 14th, 2008 at 3:08 pm
Thanks for the comment and continued encouragement Ray.
February 19th, 2008 at 3:24 pm
[...] I contend it’s the best) kind of promotion strategy. For instance, last week I wrote about creating compelling, valuable content using the Old McDonald method to jump start your thinking and previously wrote about the filters we all have to keep out those [...]
February 27th, 2008 at 9:12 pm
[...] promotion strategy isn’t overtly commercial. It’s primarily focused on delivering valuable content and only very minimally focused on the promotion. The promotion isn’t any single blog post, [...]
April 23rd, 2008 at 4:24 pm
[...] to YouTube. There, have a nice day.” That won’t cut it. You need to be more specific. This post might help if you need [...]
May 21st, 2008 at 8:10 am
[...] nobody wants that…so stop first. Once you stop I recommend you begin to think about a content strategy to really take full advantage of the new marketing [...]
June 10th, 2008 at 10:10 pm
[...] Five categories for good content (the Old McDonald method to valuable content) [...]
July 3rd, 2008 at 2:21 pm
[...] You must also know the context with which to use them. That’s why I’m so adamant that content must be your marketing strategy if you’re going to use these tools. Content is a big piece of the context you need to [...]
July 10th, 2008 at 10:44 am
[...] of compelling content being the best way to use social media tools. That’s what the whole “Old McDonald” approach to good content is all about. If, however, it’s still not coming together for you, think about this: content [...]
July 10th, 2008 at 10:59 am
[...] idea of compelling content being the best way to use social media tools. That
August 10th, 2008 at 9:30 pm
[...] other with various accusations and that got me thinking about the rest of us who blog. After all, I personally advocate content that will “outrage” as one of the five categories of good … so what if we developed a rival who seemed to have us squarely in his crosshairs on a regular [...]
September 3rd, 2008 at 9:31 am
[...] it did just want you wanted it to do. It resonated with someone because they found it valuable (probably in one of these five ways). Ideally, you’ll get credit when someone steals your idea/content. It would be better for [...]
September 10th, 2008 at 9:35 pm
[...] The number one thing to remember for being a great blogger is that great bloggers create great content. Fair bloggers create fair content and bad bloggers create bad content. To start creating great content (content that has value to the people reading your blog) start with the Old McDonald method of creating good content: [...]
September 10th, 2008 at 9:52 pm
[...] The number one thing to remember for being a great blogger is that great bloggers create great content. Fair bloggers create fair content and bad bloggers create bad content. To start creating great content (content that has value to the people reading your blog) start with the Old McDonald method of creating good content: [...]
September 23rd, 2008 at 8:56 am
[...] I talk to people about creating great content for their blogs I almost always run them through the Old McDonald method. The biggest question always seems to come from the “O” or Outrage part. This is [...]
April 28th, 2009 at 9:23 am
[...] you are creating content, use the Old McDonald approach. That will ensure you add value to the people you want to [...]