Image for post
Image for post

A somewhat sardonic tale of what makes content engaging.

So here we are in the modern social media world and you need content that offers value to your audience. You do all the 101s, you define your content strategy, you define your marketing persona, and you figure out what exactly they are interested in.

But at a certain point you hit a wall, the wall — the black box of content. The blank page stares right back at you. Taunting you with a seemingly ever more slowly blinking cursor. You start writing. You write everything that your research revealed would be appreciated by your audience. …

Image for post
Image for post
Image for post
Image for post
Jenny’s drawing

Look at the drawing that Jenny has made! What do you think about this drawing? Would you hang it on your wall? Would it make you stop in your Instagram feed to give it a like or maybe even comment on it? Do you think it’s beautiful? Now keep in mind how you feel about Jenny’s drawing at this very moment.

There’s something you need to know about Jenny. She was 4 years old when she made that drawing and usually they would look much nicer. But when she did this particular one her hands were trembling because she had been at the hospital for several months receiving treatment for leukemia. Jenny passed away only hours after she finished that drawing. This drawing, that you’ve just looked at, was a little girl’s last act in this world. Look at it again! Do you think it’s beautiful now? Do you maybe even feel that slight tension in your chest thinking about Jenny? …

Image for post
Image for post

No, that wasn’t clickbait. And, yes, I can explain.

The problem that got me to write this article is that companies seem to have a problem with being authentic on social media. And really, I don’t blame them. While it might seem simple to be your own true “authentic” self there is a bigger problem behind this seemingly intuitive truism. To illustrate this point we have to talk not about a large corporation but about something much simpler. About you. Can you tell me what your authentic self is, dear reader?

You act completely different around your boss, colleagues, friends, spouse, mother, grandmother or around strangers at a festival. So which of these would you say is your true authentic self? Probably not how you behave around your boss. So is it maybe around your close friends or around your spouse? But then again, there was this one time where you complained to your friends about how your spouse insists on the two of you spending the day together when in reality this was just a lame excuse to your friends because you actually wanted to spend the day with your spouse. …

About

Alan Antonio Ruić

Feeling artsy & being sales manager for Swat.io, the social media management tool for teams.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store