How to be a content diva by @JenKaneCo

by Jennifer Kane | Featured Contributor

A diva knows that it’s not enough just to sing a song. You need to sell a song — transform it, work it, glue it to the back of your open-mouthed audience’s brain.

Creating good content to market or sell your business is no different.

It’s noisy out there – both online and off. You can’t just push out nice, safe information and education and hope someone notices you.

You need to take your brand over the top and be amazing, irrepressible and powerful.

You need to be a content diva.

Now, to paraphrase the immortal words of Sweet Brown, you may be thinking, “Be a Content Diva? Ain’t nobody got time for that.”

Oh, but you do, my friend.

Being a content diva isn’t about doing more work, it’s about bringing a different attitude — a diva attitude — to the work you already do.

1. Divas make a statement.

A true diva makes an impact because she tries harder, aims higher and reaches farther. She always takes the gamble, even when the gamble means she might lose.

Try to emulate that moxie in your content.

Anyone can barf out a blog post on “the top five reasons why blah de blah is super important to your business.”

You can do better.

•    Shake up topics like a snow globe and find a new perspective to discuss.

•    Peer deep within the cracks in your industry and tell us what you find there.

•    Ask the provocative questions your competitors are too afraid to ask.

2. Divas work it.

Divas are all about verbs — bringing a sense of action, life and energy to everything they say and do.

You don’t describe a diva by saying she “sings wonderfully,” “dances with great skill” and “vividly expresses her perspective.”

No, a diva preaches. She commands. She transforms. She dazzles. She conquers.

This is how you should talk about your brand, too.

•    Eliminate superfluous and fussy words and corporate buzz speak.

•    Layer in meaty adjectives that roll like thunder from the tongue.

•    Wrap messages within the comforting and secure arms of a story.

•    And never release any content into the wild that does not have a specific goal and purpose.

3. Divas look fierce.

What is the hallmark of a diva?

The look, baby — the clothes, the hair, the shoes, the style.

Do not underestimate the importance of appearance for your content, too.

•    Choose powerful images to go along with your writing. (Or maybe skip text all-together, and let video or audio assets do the talking for you.)

•    Make sure that the media or medium that holds your content is well designed and creates a fluid and intuitive user experience.

•    Make sure your content is well optimized for search and can be easily viewed on multiple devices.

4. Divas make their mark.

You remember a diva after she walks out of the room.

That’s by design.

Everything a diva does is carefully calculated to create the biggest splash and leave a longest lasting impression.

You need to be similarly strategic with your content.

•    Carefully and methodically research your audience to get a better understanding of what they want and need.

•    Design an immersive experience around your content to highlight your audience’s senses, tantalize their imaginations and leave them hungry for more.

•    Connect all the dots between your content to create a digital breadcrumb trail that ensures you get a return on your investment of time and effort.

5. Divas dream big.

Divas aren’t satisfied being the biggest fish in the pond. They want to be the biggest fish in the ocean.

In fact, many of the biggest divas are hyphenates, (they sing, act, dance, write, produce, etc.) They want to conquer all the oceans.

You need to think that big with your content, too.

•    Reach further in where you publish and distribute your content (Explore guest posting, content syndication or joining content communities.)

•    Try something new to expand your content repertoire (Write a whole lot? Give podcasting or video a try.)

•    Stop talking about yourself all the time and start interviewing your customers and telling their stories.

The world is your oyster, content diva. So, go out there and crack it open!

Turn to your favorite diva — whether that’s Barbra, Cher, Madonna, Mariah, Gaga, Beyonce or someone new — for inspiration and a well-heeled kick in the pants if you get stuck while you’re crackin.

Here’s a song from new favorite inspiration, Janelle Monae, to get you started…

•    Memorable look? Check.

•    Funky dance moves in killer stilettos? Check.

•    Thoughtful lyrics with a hot hook? Check.

Sounds like a diva in the making to me.

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Content and Communications Strategist – Jennifer Kane of Kane Consulting – Minneapolis, MN

Jennifer Kane is an entrepreneur and marketing/communications strategist with more than 15 years of experience working with B2B and B2C companies through her firm, Kane Consulting.

Jennifer conducts training sessions, teaches and speaks nationally on topics related to social media, content marketing, change management and digital communications. Combining humor, tough love and passion, she’s known for giving it to people straight — from the hip and from the heart.

In addition to writing for her own blog, The Social Cyborg, Jennifer is part of the author community at Steamfeed, has guest blogged for BlogWorld and Mark Schaefer’s blog, {GROW} and been syndicated on BlogHer. She is also frequent guest on the Next Stage Business Radio Network podcasts.

Jennifer is mom to one active eight-year-old and two lazy Basset Hounds and manages the “Spinal Fusions Suck” social community on Facebook. In her spare time, she thinks a lot about the zombie apocalypse and the awkwardness of writing about oneself in third person.

You can connect with Jennifer on…

Twitter: @JenKaneCo

Facebook: kaneconsulting

LinkedIn: JenKaneCo

Pinterest: JenKaneCo

Google Plus: Jennifer Kane

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