Be Found, Be Seem, Be Heard

Be Found, Be Seen, Be Heard : Step 1: Maslow for Content

Is it time we rethought customer needs in the Age of Content. What can Maslow’s Hierarchy of needs bring to the party?

http://www.slideshare.net/nickkellet/rethinking-maslow-in-the-age-of-social-explore-the-5-needs-of-social-content/4

Today it’s not about you.

Your content is about your customer, your audience, your prospects.

So what about them?

What do they need? There’s no better place to look that Maslow’s Hierarchy of needs if you want to think

Are you thinking about how your content makes your customers feel?

1. Physiological:

Found [1] , Seen [2] , Heard [3]

Level 1 is more about the content itself. It needs to be found, be seen and be heard.

Content is how your customers find you so tagging and titling your content is an absolute must, but once this needs is taken care of you can think about advancing to greater needs.

Be sure to use the words of your reader. Use curious hooks for titles. You need to intrigue them to help them find you, so you can meet their higher needs

2. Safety:

Home [1], Math [2] Link & Embed [3]

Level 2 is about giving your self a home. Don’t be so focussed on destination sites and social/ content networks, that you forget to create the base of your “Owned” media strategy.

Beyond ownership you need to do the social math and understand they dynamics of POEMs. Paid, Owned, Earned and Shared Media.

Getting more from Owned, Earned and Shared means your Paid marketing dollars go further.

With an eye on the math you need to cultivate the curiosity to link to and to embed your content. You improve you chances of being embedded by providing micro forms of content in all the key forms of media ie slides, videos, lists, podcasts/audio and infographics.

3. Love:

Army [1], Generosity[2], Community [3]

Focusing on love is about finding your army. More than loving you and your products/brands/services, you want the army to love the army.

The community connection people feel is the drive that will make them want to share other people’s stories about their use of your products and services.

You need to think generosity and create a culture that reflects these values. Be seen to be generous and helpful, and others will help in return. It’s not about keeping score.

Anything you can do to foster community and a sense of belonging will draw people to your community. We want to belong and be associated with things we care about. Be seen to be actively connecting and introducing people.

4. Esteem: Vision [1] Thank [2] Proof [3]

Share your passion, needs and vision and encourage others to do the same. People want to connect and find people like them. Being vulnerable enough to show what you care about is essential for this to happen fast and efficiently.

Be thankful and welcoming. Build intrigue and curiosity. People will see you welcoming, thanking and connecting people. They will want to know what the fuss is all about. We want to belong to something worthwhile.

Be careful to garner your social proof and share it or make it easily visible. We’re all looking for reasons to filter and move on. Social proof makes ideas hard to ignore. You need to think about getting your ideas nudged up the priority list. Caring and belonging are the secret to this.

5. Self: Role [1] Master [2] Best [3]

The highest level of needs are about mastery and the self. Have you found your role. What’s your talent? As a creator of original ideas? As a curator? As a collaborator, and organizer? As a source of sharing? Are you a conversation starter? And introducer?

Everyone has a role to play. Find your role and encourage your community members to find their role. Mastery comes from finding a role you love. This leads to finding flow.

We love mastery. Not to easy, not too hard. We love to make progress. Is your content helping in this process? Are you oiling the wheels for people to find their role and developer and progress in their mastery?

We all want to be the best we can be. It’s pure perception. We love what we love and we derive value, pleasure and meaning from immersing ourselves meaningfuly in our passions.

Is your content bettering itself over time. Is it helping people do the same. Is your content a conduit to mastery and in forming the social bonds and connetions in your community.

These five topics map to Maslow’s hierarchy of needs, but thinking and looking at them through the lens of social Content can give you a fresh perspective.

This idea is explore on a post on Listly and on Linkedin Pulse.