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Sometimes, content marketing can feel like a game of chance. After hours of research, writing, and revisions, you finally publish something with the hope that thousands of visitors will come to your blog, eager to read and share your work. However, hours, days, weeks pass by, and... nothing. Complete silence. Does this sound familiar? But what if you could publish content that consistently drives measurable business value? This is what we call "growth content"!
Ember Tribe has invested time and effort in examining some of the best examples of growth content in the world, and based on their models and studies, they have created a framework that will help you generate high-performing stories. Below, I present you with the five key factors found in every excellent piece of growth content.
Native Connection to the Product or Service
When a user encounters your content for the first time, it's crucial that there is a clear and natural connection between what you're writing and what you're selling. "Native connection" refers to a genuine link between the content and your product or service. This connection should be seamless and evident, without being forced. In fact, some pieces of content may not make sense on their own without reference to your product.
Potential Energy
Potential energy refers to your content's ability to address a key issue, goal, or shared collective experience of your target audience. If your content has high potential energy, it's because it focuses on a topic with a high volume of keyword searches, is discussed in popular forums like Quora, or is widely shared in related articles.
Virality
Viral content spreads rapidly, generating visits, shares, and links exponentially. If you want your content to go viral, it's important that it's easy to share on social media and offers a unique or interactive experience for users. You can start with social media sharing buttons, but also consider more interactive options like quizzes or custom calculators. The key is to provide users with an enhanced and highly personalized version of the content they are consuming.
Disruption
Content is disruptive when it offers unique value compared to what's already available in the market. If you can provide unique value directly related to your product or service, you'll be one step ahead. The key here is to stand out and offer something different.
