The challenge of creating content, which has to be ‘Great’, ‘Remarkable’, ‘Awesome’, ‘Epic’

Taken from Geraint Holliman in conversation talking about content marketing.

One of the things that I just want to (kind of) bring up at this point, is this slide from week one slide decks. I can’t remember which… oh, it’s video number four, I think.

Talk about this challenge that we get when we’re creating content of all types, online and offline, where we get… and this, some of you may recognise this, as kind of a challenge you’ve had yourself, which is, the figure varies. And, I take a lot of this with a pinch of salt. I think the number I’m about to quote is a Forrester number, but 75% of all B2B content, particularly, is published but never consumed.

And, so frankly, you’re just talking to yourself.

And, because of that, there’s an exponential and logarithmic growth in the amount of content out there. And, that is not slowing down anytime soon.


And, the likes of Google, for instance, are on a mission to try and make content more relevant and authentic and useful to their customers, i.e. all of us.

But, you often hear people saying, don’t create content that’s going to be absolutely fantastic, that’s going to be awesome. And, I don’t know whether any of you have ever had that, and then frankly, just rolled your eyes and said, “well, for God’s sake, it can’t all be absolutely, bloody”… it’s frankly, these are standards, which are frankly unattainable and unreasonable in my view.

Great, remarkable, awesome, epic… what are they?

They’re valuing judgments. This is where your playback is… well, those will be fabulous. We could achieve those. But really, it’s better if the content is relevant, compelling, and timely. If it is those things, then it is likely to be great, remarkable, awesome and epic.

So, I kind of want to hear how we could (kind of) utilise those when you come to do your assignment. I don’t want to talk about it now, necessarily. How we (kind of) use those kind of challenges to say, “look really what I’m after here is to make content really effective”.

We need to try and put these value judgments aside, and try and be much more empirical about it, and say, “it is relevant and compelling and timely”, because we can measure that. Okay? So, I just want to kind of bring that into the conversation.

(Shane joins call)

Shane: Hello everyone. Happy New Year. Yeah. So, I stayed maybe a bit narrow on this, I guess I could have been broader and pumped in a few more words or adjectives in describing what I felt the content was. I mean, simplistically, it’s all the text imagery that it was et cetera. And, it’s not necessarily just to communicate the value or the benefit. I’ve heard words like “communicate the experience”, or “take folks on a journey”, and all right, “try and get them closer to the destination”.

Creating great (serious) content

I work within Med-Tech, and what I find, is in the process or the strategy of attracting and engaging an audience base, and hanging on to them, and getting them through the process, our challenge is to remain… within medical device, it’s pretty serious. You’ve got patients involved and healthcare professionals and big budgets and many different folks in all these departments doing some serious work.

So, the importance is to remain fairly credible, with high quality, data-driven or data-based solution proficiency. Sort of try and capture what their challenge and the problem is, and then provide that solution without coming across too salesy.

And, I think our challenge is, what percentage of the content that appears to be that the sort of selling marketing side. You can put together a compelling story, but don’t let it be like at the very end, “and here’s the pitch”. So, that’s the challenge that I think we have with content, and content marketing in our space.

So, I think, constantly trying to reduce that feeling of “here’s the pitch at the end”. Certainly take them on an experience or a journey, and put forward the challenge or the problem that they have in their environment, and how we can improve both their experience and the patient experience.

But, make sure that… I think really important for us is the quality and the credibility of the data that supports that sort of, how you portray the problem.

I’m trying to stay away from the sort of sensationalist and hyperbolic headlines and claims. It’s got to be super serious, and super data rich and well founded.

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