If you remember from my previous post about the 3 steps to blogging success, the first step in the simple process is to generate content. Sounds like a simple thing to do, but it turns out that there is a lot more to it than most people think. The key is that not all content is created equal.
I’d say there are least 4 levels or categories of content. All of them have their place in blogging, but it’s important to know what type of content you’re creating since it will drastically effect the other two keys to blogging.
One category of content is really premium content. This is the type of content that you could get people to pay for. It usually takes the author a lot of time to create this content, but the payoff is that everyone that reads it wants to tell their friends about it. In fact, it’s the type of content that people talk about with their friends offline because it is just that good.
We all wish we could create this kind of content. Turns out that some people can churn out this type of beautiful content at amazing speeds. Most people can’t though and so the cost for them to regularly create this content is too high for them to later monetize it very well. Usually this means their only able to post once a week. In many of these bloggers cases they aren’t trying to monetize this content. Instead they use this premium content to build their credibility in a certain space. This can be fantastic, but I believe it’s hard to monetize this content. Just ask newspapers.
A second type of content is shorter form, but thoughtful content. This type of content is generally created very quickly. It rarely tries to cover every angle of a topic. Instead this content is more about bringing up an interesting topic or thought and then encouraging others to comment and engage in a discussion around this topic.
Another type of content is the breaking news content. This is the type of content that journalists bend over backwards to get. Once they’ve had the taste of breaking news, then they want to have that same feeling again and again. I must admit that it’s pretty exciting to share news about something no one else knows about. Plus, of course readers love to read breaking news.
A fourth type of content is aggregation of other people’s content. This often is considered spam and is generally frowned upon. However, there are some models where this can work. Often it depends on how you plan to market and monetize this content.
Each of theses types of content have pros and cons. Some of them cost a lot more (time or money) to create. Others cost very little to create. However, the type of content you create can really influence the type of readers you get and whether they become a long time reader or not.
Personally I generally prefer the second type of content. It hits that perfect spot of easy and efficient content that people want to read and keep coming back to read more. Plus, in this short attention span “YouTube” generation, the shorter form content is sommething that readers find very attractive.
You do just absolutely have to be sure to create content that is interesting, useful or entertaining. If it doesn’t meet one of these things, then length or quality of the writing doesn’t matter.
Plus, there’s definitely nothing wrong with mixing it up sometimes. Just if you want to retain readers, know the type of content your readers expect and be sure to deliver it. Not to mention that knowing the type of content you create will significantly influence the type of reader you get and how you should market to and monetize that reader.
Next up is a look at different ways to market the content you create.