The Content Value Identikit
Ten Unique Characterising Traits of Valuable Content
You hear it constantly: create value for others!
But if you try to understand and define what exactly that “value” is, you may suddenly realise that something that is so much talked about, can be at times more than a little elusive to define with precision.
So my question is: is it possible to define what “value” really is when it comes to content?
Is value just a personal, subjective construct or is it something objective, that can be verified and even measured?
Is Value Objective or Subjective?
When talking about content, my view is that value is not a physical entity that can be openly detected.
I deem value to be contextual and dependent on the subject accessing it.
Content that is of high value to me, may not be of value to you.
On the other hand, I believe that when there’s a match between the content and the reader, there exists a set of unique characterising traits that define value, for that person, inside that content.
These traits, are the things I am after.
In this article I humbly attempt to identify which are the specific characterising traits that make content of “value”, when there is a strong match between reader and content itself.
Value Is a Function of Context
I am arguing that value is a characteristic emerging from a highly qualified match between the reader and the content itself.
That is, value emerges when a need, interest or problem of an individual is matched by unique content that not only intercepts that interest, but which enriches and goes beyond the reader expectations in several ways.
Content Value Characterising Traits
What are then the elements that do characterize a perfect content-reader match and make me classify a specific piece of content as of value?
I have thought over this a lot. I have asked lots of people what they thought, and have questioned mine and their responses. In the end I have come up with a list of key characterizing traits defining content value:
1) Value is Memorable, Unique, Rare
Value it is not something you find around every corner. It is something rare, hard to find. Unpopular.
2) Value Inspires Preservation
When you see something of value, and that is rare and hard to find, you want to save it, preserve it, put it aside so that it doesn’t get lost. Value motivates those who see / have access to it to preserve it and maintain it.
3) Value Can Be a Model
If there is value inside content, then that content can be used as a template, or as a blueprint to inspire and guide others in the same direction. Value inside content becomes a model for more valuable content to be created.
4) Value Is Thoughtful
To create valuable content, love and dedication are essential production ingredients. It takes time and effort guided by a passion and genuine interest to create it. Being thoughtful finding the time to identify your point of view and then to share it in a considered manner.
5) Value Requires Time To Be Created
High value content requires serious time and effort to be created. It requires training, patience, attention to details, research, questioning and reviewing. It’s almost never the fruit of simple improvisation.
6) Value Expands View
Valuable content is generally characterised by its ability to help you see beyond the daily limits of your awareness. It expands the view of how something can be perceived and understood. It opens new gates, it paints new ideas, it allows you to see the beauty of something you have had under your nose forever, but never noticed until now.
7) Value Sheds Light
Value inside content can illuminate a subject like a flashlight in the dark. It can help to see more of the subject as well as more details and nuances of it which would otherwise go unnoticed.
8) Value Is Discreet
Value in content often materialises as a surprise. It comes without announcements. I am not 100% convinced that this is in fact a key characterising trait but when I looked at what I consider great examples of high-value content, they had this particular thing in common. They didn’t show up announced, presented and framed as great, revolutionary, “this is going to change your life” type of things. They showed up quietly, discreetly and without much of a fanfare around them.
9) Value Is a Match for a Personal Need
If indeed value is relative to the subject accessing it and to the context, then it would appear logical that one sees greater value wherever there is a deeper match with one of his own interests, desires and needs. Value is a perfect match for a person desire, interest, need.
10) Value Inspires Sharing
When you find something you deem of great value, you either want to steal it, hide it so that it is only yours, or you want to share it far and wide so that others can benefit from it. Value calls sharing because the its the more people can appreciate and publicly share their appreciation for something, the greater the value of that thing will be.
What Sparks Value Creation?
Having somewhat defined the characterizing traits of value inside content I asked myself: “OK, now that I have some hunches on how to recognize value, how can I ignite it? Is there something that motivates people to produce such type of content rather than more generic, less valuable writings? What is it?”
The only valid answers I have found so far to this question are:
a) Value is inspired and motivated by the desire to leave a mark.
b) Value is ignited by the desire to create meaning, in the sense of giving deeper significance to one’s own actions/work by directing them to the service and benefit of others.
In other words, the main reason for creating value through content, is not money, clout, shine, popularity or visibility. While these benefits are definitely appreciated, they are not the key motivators for creating value.
In my experience and research on this subject, the key motivator when creating value is a deep desire for meaningfulness.
The desire to leave a mark, one not of prestige or glory, but one of usefulness and support to fellow humans in expanding their views, and in seeing beyond the surface of things.
Conclusions
Value is what remains with the reader after having read a specific piece of content. It is something that expands the reader’s understanding, comprehension and appreciation for that “whatever” he was interested in.
Thus, value inside content, emerges from the quality of the match between the reader and the content itself. This is why what could be of great value to me, may not be equally valuable for you.
At the same time, when there is a strong match between content and reader, valuable content can be recognized by a set of clearly identifiable traits.
I have identified these traits by asking myself and others what is it that we find inside those content artifacts that we deem of great value.
It follows that it’s always a good idea when trying to create value through content, to get a very clear idea of whom we are writing for, and what that person/audience is specifically looking for.
In the end the more an author has a clear picture of who he is writing content for (rather than trying to create content that can be of value to the greatest number of people), the easier it becomes to identify topics, writing style and specific information that can provide real value to his readership.
My name is Robin Good.
I am an independent author focusing on value creation, content curation and content marketing. I help entrepreneurs and information specialists like journalists, trainers and teachers to create information-based businesses online that rely on niche positioning and on cultivating strong communities of interest.
Your feedback, comments and critiques are highly welcome and beneficial for me. If you enjoyed this content, please leave me a note with your feedback.
For any other need, please contact me by writing me at: Robin dot Good at masternewmedia.org
