What do Kid President, The Skimm and Walmart all have in common?

Ridiculously good content.

Each brand continues to produce content that resonates with audiences of all demographics, because of a tiny factor that packs a big punch.

Very simply, these very different brands talk to audiences as if they are human.

[insert gasp here]

Sounds crazy, huh?

I’ve had several conversations lately about 1-2-3 methods for content creation and quick-fix articles that tend to circulate on social platforms all day, every day. So I thought I would add to the mix. But you won’t find quick fixes here… nor will you find a soliloquy about how to create actionable content that will drive millions in revenue. Nope.

If the key to creating great content is to be human, the best I can offer you are a few guiding factors that can help make a difference in your content creation strategy.

1. Be genuine.

Genuine content builds trust and credibility. As a brand, you can’t simply say “Follow me.” Trust and credibility are earned.  The goal of the Kid President brand? Inspire others. With that in mind, the Kid President team has worked very hard to gain trust through genuine content. This post after the Oscars is exemplary of how he stays true to his brand story, while being relevant and genuine. His shares are a resulting metric of his influence.

2. Post content your audience cares about.

I get it. Your latest product is AWESOME. But please don’t throw things at me when I tell you that people may not care enough to like, share or comment about it. You want people to stand on a pedastol and share how awesome you are? Give them a reason to do such a thing. Create content worthy of them sharing. The Skimm does a phenomenal job of creating passionate users of their product. At the core of their brand, they are committed to retelling the news in a very simple and digestible way. They filled a much-needed void in the market, and users are speaking to the masses about it.

Another example of a brand getting it right? Walmart recently announced higher minimum wages for its associates. Talk about content that really matters to an audience! If you’re interested, Arik Hanson does a great job identifying how the brand successfully used the PESO model to make the announcement in this blog post.

3. Don’t beat your audience over the head.

Consistency is important, but not so important that you alienate your audience. In the early 2000s, the ShamWow commercials broke loose. The only thing I can remember is the annoying guy who basically beat viewers over the head with a lot of reasons for why they should purchase the item. No offense, but you don’t want to be that brand. Step outside of selling, and think about the content you engage with (and why you do so). Connecting the notion that your audience is indeed human, and not just a group of people to be sold to, will take you and your brand very far.

Sounds easy enough, right?

Be genuine; post content people can get excited about; and don’t beat people over the head with your brand or product. While simple in theory, it does take planning and effort. So do yourself a favor… spend 30 minutes to an hour today, diving into your brand. Based off of the list above, come up with three ways you can create better content. Sometimes the toughest step is getting started!

If you are struggling with identifying your brand story, or viable content for different media, send me a line. We offer content creation and brand development services – along with training, if you just need a little nudge in the right direction.

Samantha McCain
PR & Content Manager