The Key to Creating Content That Resonates | Inside My Business
Whether you’re new at creating content or if you’ve been doing it for a while, you have probably judged your work from time to time (ok, maybe all the time). It’s normal. We all do it. Perhaps you’ve analyzed your “delivery style,” especially as it compares to others that you follow on social media. Don’t worry, this is normal too. Just like the old saying that you start to become like your five closest friends, a similar thing can happen with those that you closely follow online. You can start to sound like them; move like them; often without even recognizing it.
“Delivery style” can be a tricky thing. It can get to our heads. We may overcompensate for something that we feel is a shortcoming with who we are. If you think you’re soft spoken or introverted, there may be the tendency to get loud and animated. If you see yourself as laid back and easy going, you may start to sit up straight and try to sound more professional; maybe sprinkle in a few big words. Of course, the more we do this, the less it feels like us. And, the audience knows. They feel it and sense it.
The answer to this is something that you already know. Be authentic. Just be yourself. But, why is this so hard to do on camera, on the mic, or with the published word? Why do we feel an inherent need to change just because others will see it? To get straight to the point, it’s because we humans are self-critical. It’s built into who we are. We are typically our own toughest critics. We magnify in our minds what we think others see, and so we adjust, hide, and sometimes overcompensate.
It actually takes real work to be authentic when you’re on record forever (which is basically what the internet is, since nothing is ever truly erased). Although this seems counter-intuitive, it’s true. It’s kind of like how a police officer or firefighter appears calm in a life threatening situation. The natural reaction would be to panic, but through experience, repetition and practice they develop the ability to keep their cool under pressure.
But, here’s the exciting part. If you keep at it; if you keep searching for your true voice; if you keep working hard to be yourself, to speak the way you normally speak and to have fun with it; then content creation becomes so much easier. Not only will you enjoy yourself and feel more relaxed while you’re doing it, but you will also look forward to it. That’s how you know you’re in the zone.
And, finally, another key component to resonating with your audience is this: Don’t be afraid to go deeper with your content. We live in a fast-paced world, and we’ve been sold on a narrative that people just don’t have the time and attention for long-form content. We’ve been told that people don’t have more than 30 seconds or a minute to spend on a video. It’s simply not true. The numbers show that many people watch videos for 30 minutes or more, listen to 50 minute podcasts, and read lengthy, multi-page blog posts. If the content is compelling, enticing and good enough to garner attention, people will consume it.
Of course, there’s always a place for short-form content. But, going deeper some of the time allows you really connect with your audience. The number of people who stay until the end may be smaller, but those that do stay are more committed and engaged with your message. Also, in a world where everyone has a 30-second opinion on everything, longer form content gives you the opportunity to stand out. Your mastery of the subject matter shows that you put in the work and that your experience carries weight. And, that resonates.
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