Published in


The Impact of the Right Content

Making An Impact

Photo by Nadir sYzYgY on Unsplash

You write. And you write. And you write.

And you publish. And you publish. And you publish.

But you don’t see any results from all your work.

So, you get frustrated. You feel like a failure. And you don’t know what you’re doing wrong.

What Most People Say

All the experts say keep writing. Keep publishing. It’s persistence and consistency that will eventually get you noticed. The more you write, the better.

But you get that sinking feeling in your stomach that no matter what you do, no matter how hard you work, nothing will change.

So, what should you do? How do you get noticed? How do you get readers’ attention? What are you doing wrong?

Working and Writing Less

According to Pam Hendrickson in The Art of Impact: How to Use Content Marketing the Right Way to Build Your Brand, Grow Your Business and Make a Difference,

To make your content marketing stand out and gain the traction you desire, odds are you need to work at least a little less.”

“In fact,” continues Hendrickson, “the biggest mistake most business owners make in terms of content marketing is that they put too much out there of the wrong thing.”

You’re Doing it the Wrong Way

The problem, says Hendrickson, is “simply this — they are distributing… the wrong content, to the wrong people, at the wrong time.”

And that thought is enough to make many writers quit. Give up writing. And try to find something more lucrative … and less painful … to do with their time.

Yet the truth is, you don’t have to quit. For there is hope. And there is a solution.

The One Word Solution

And that solution comes in one word.

For, says Hendrickson, “if a single most important thing you should remember about content marketing is a single word, it would be this — context.”

But what does that mean? What exactly is the context?

The dictionary defines context as, ”the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.”

Why Provide Context?

In other words, the context has to do with our assessing the situations that occur in our lives so we can better understand what is actually happening.

Now, everyone knows that in the writing profession, there is so much content being written and published that the chances of getting someone to read what you have written seem almost hopeless, no matter how good a writer you are.

More Or Less?

And in Hendrickson’s words, “when making your content something that people notice, engage with, and respond to, more is not a productive (or sustainable) outcome, but context is. “

“In fact,” explains Hendrickson, “as it relates to the effectiveness of your content marketing results, context is everything.”

For no matter how much you put out there, without context, your dream of being successful is all just a futile dream. A hopeless wish. And maybe even a destructive impulse.

The Importance of Relevance

Simply because it’s out of context. Simply because, says Hendrickson, “It’s likely that what you have provided so far is simply not relevant within the context it was shared. [For] context is what sets the stage for people to take in and act on the information you’re providing.”

And without context, you are doomed to fail. You’ll be forever spinning your wheels.

Is it Valuable?

”As humans in this noisy world, we must choose where we expend our focus,” Hendrickson continues. “As a result, if your audience doesn’t immediately see the value of your content, or if they don’t understand how to use it and what to focus on, they are going to simply do the easiest thing — nothing.”

Because the fact is, every reader has an agenda, even if it’s hidden. So, in order for a reader to decide to actually read something, the context of the situation must point to ‘why’ she decides to read.

For context relates to whether or not a reader will find that piece of content helpful in some way.

Context relates to whether or not that piece of content is worth her time and energy to read.

And a reader must decide if each, or any, piece of writing will improve her life in some way. Or maybe even help her help someone else improve their lives.

Creating Context

But how exactly do you create context?

“To create a context that will set your content up to win,” says Hendrickson, “you need three very important things, each of which are absolutely vital to your success.”

“In fact,” Hendrickson explains further, “if any single one of these three factors is off, your potential rate of return will drastically diminish.”

The three essentials of context are the right content; the right audience: and the right time.

The Right Content

This article will concentrate on the right content.

And, according to Hendrickson,

“The right content is your ‘wow’ factor. It’s an empowering and useful message that leaves people wanting more.”

And when you can write in an almost hypnotic way about the topics that are of interest to your reader, and you can communicate your message and ideas in a way that mesmerizes your reader with crystal clear thoughts and ideas … you will find that your readers are drawn in by what you say.

Readers will be eager to read what you have to say and will pay attention to you, instead of ignoring you.

Attributes of the Right Content

But, says Hendrickson, “Your goal is not to create a lot of content, it’s to create the ‘right’ content.”

According to Hendrickson, there are 12 attributes of the ‘right’ content. They are:

1) Emotion, or making readers feel something

2)Providing something readers are grateful for

3) Staying “on point, organized, practical and action-oriented”

4) Making it easy to understand,

5)Making it easy-to-digest

6) Making it satisfying

7)Being real

8)Being trustworthy

9)Being personable.

10)Getting readers thinking

11) Giving readers answers

12)Being “simultaneously both crystal clear and richly meaningful”

Planning Your Content

Hendrickson believes that creating the right content means engaging in “solid planning” and providing “authenticity.”

And it all starts with a “laser-like focus on what you really want.”

Or, in other words, getting clear about what you intend to achieve with each specific piece of content marketing.

So, with each piece of writing you create, you need to ask yourself, “what is my purpose for creating this piece of content?”

“Do I want to attract subscribers? Launch a product? Connect and build a relationship with readers?”

Being super sure about your reason for writing your content will motivate you to create something worthy of your reader’s time and attention.

Choosing the Right Marketing Strategy

Next, you must ask yourself, “Exactly what marketing strategy am I engaging in?”

“Am I striving to get this article in a popular blog in order to get traffic to my website or other content?”

“Am I creating content that I will direct ads to in order to get subscribers or customers?”

“Am I writing to create awareness of a product I’m marketing?”

“Am I writing to help my reader solve her problem by providing her with a solution?”

And also, ask: “what specific content strategies will help me accomplish the result I set out to achieve?”

Giving Readers Value

Hendrickson advises, ”Once you know what you are creating, look for ways to build out your content in a way that adds value to your clients or potential clients.”

Thus, your writing must give readers what they really want … which is, according to Hendrickson, the experience of ‘excellence.’

Consequently, as Hendrickson also points out, when readers start getting results from reading what you have to say and taking your advice, “they’ll be hooked with wanting more.”

The Impact of Good Writing

Even if those results may be small, it will have a huge impact on your readers. Readers will become your most loyal subscribers, your trusting customers, and your raving fans.

And you will reap the rewards by becoming a successful, and even a money-making, writer.

All because you learned to create an impact with great writing by taking the time and making the effort to give your readers context with the right content.



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
Kathy G Lynch

Kathy G Lynch

Kathy G. wants to show farmer's daughters how to become successful writers even in this highly competive world