It can be easy to think that your content isn’t that interesting. Who’d want to read about it? You start to tell your spouse, your friends, your family about your latest video, a new idea for a blog post, and you watch their eyes glaze over. I should know. I’m in charge of a website that sells professional window cleaning equipment. No one wants to hear about my new exhaustive guide on how to choose the best squeegee!
Over the last few years, I’ve become increasingly convinced that Interesting/Boring isn’t the best way to think about the content that you’re making. I hope in this post to hand you a different way to think about the creative work that you’re doing. A way that has much more to do with relevance and generosity (a bit of my recent Seth Godin reading slipping in here!).
Who are you writing to?
Much better than thinking about whether your content is universally interesting or boring is thinking of who you are writing to. Who’s your target market. Who is your content serving?
Content for everyone is content for no one. It has to be watered down until anything meaningful can only be viewed with a very powerful microscope. You have presumably figured out who your target market is. What problems do they have that you can help solve? What change are you trying to create in them?
Once you know who you’re writing for and to, you can ask a far better question: Is this content relevant to them?
Is your content relevant?
When was the last time you spent some leisure time reading the manual for your toaster? Or, for curiosities sake, looked up the best primer to use when covering an existing bright paint? Or, looked up a trade publication to see the latest hot button issues in the wireless internet service provider industry?
You probably don’t look into these things. Until they matter to you, that is. When you are getting ready to sell your house, an article on the best bang for buck fix-ups might be pretty interesting. When you’re about to get married, a wedding cost guide can be helpful. When you’re a professional HVAC technician, a trade publication comparing the newest innovations is very interesting.
You see, you’re content doesn’t have to be interesting to everyone at once. It just needs to be relevant to your target market at the right time. Remember that your goal probably isn’t to get lots of Facebook likes or YouTube views. So, don’t short change yourself. Your content is super useful and interesting to the right person when they need it.
Let’s do a good job, right?
Of course, none of this is an invitation to put things out that aren’t up to snuff. It’s entirely possible that your content needs to go up a notch. You don’t need to be interesting to everyone, but you should be hitting the mark with your target market. If they aren’t interested, why not? Maybe you need to make it higher quality. Maybe you need to push the envelope a little more. Maybe you need to narrow or expand that target market.
Figure out who you are going to serve with your content and then make it as good as you can. This isn’t the formula for getting fame and fortune, but is encouraging if you aren’t sure the purpose of your content.
And, once you’re convinced that your content isn’t boring, check out these additional resources that I’ve found helpful:
I hope that helps. I’d be thrilled to hear your thoughts if you’d like to drop a comment below.