Three Myths of Content


‘Content’ is such a buzzword these days, meaning that misinformation is extremely prevalent. For this reason, in this article, we’ll be going through the three most common myths relating to content.

Myth 1 – My Content has to Appeal to Everyone.

Your audience is unique to you, you need to tailor your content to that audience, not try to make something with universal appeal. By doing that you risk alienating the very audience you sought to cultivate. For example, if you’re writing a computer guide aimed at IT experts but waste time on basics, you risk the expert audience getting bored and switching off even though they should be your primary concern. 

Let’s take another example, you make printed football shirts for youth teams. Think about who your audience is, covered by these categories:

  • Customer- Team manager
  • Prospect- Their team doesn’t have a uniform
  • Supplier- You make shirts in all colours
  • Community- The town in which the team plays
  • End user- The children who wear the shirts
  • ‘Connected users’- The parents who have to wash the shirts
  • Staff- Your team who take orders, make and pack the shirts
  • Regulators- FA

Myth 2 – Value is about Money

In the last blog we talked about content being anything that adds value to your audience. You could be forgiven for thinking that’s all about financial value. In this context, however, value is anything which your audience might find useful. Let’s take the previous example of football shirt printing and think what value you can add to your audience.

  • Entertain- Feature videos of football being played, football memes, the latest scores, etc.
  • Give ideas for other users- Maybe some users don’t play football, but the shirts look good off the pitch too.
  • Inform- Show the audience how to wash the shirts so the colours don’t run
  • Educate- Demonstrate what the manufacturing process for the shirts is
  • Support- Sponsor local teams

Myth 3 – Content is Written

Content is anything which adds value to the audience. It can be written in blogs, social media posts or articles, but it can also be:

  • Audio- Podcasts, radio, songs
  • Video- Facebook Live videos, Youtube clips, DVDs
  • Visual- Photos, infographics, memes
  • Interaction- You in person

Going for a cup of coffee and a chat is still content.

What you should be getting from this is that your skills are the basis of the content. If you own a restaurant, your recipes and techniques are the content, if you install kitchens, advice on adjusting doors is your content. If you’re a Content Alchemist, advice on developing content is content.

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