Content is rarely described as “valuable”. Brands are concerned about viral, shareable, snackable. But this is actually an intriguing question.
To a content creator, which of his/her work has or gives value the most?
I like how this Valuable Content article showcases various writers’ perceptions of value:David Meerman Scott… (downloaded over a million times) directly led to a book deal with Wiley for The New Rules of Marketing and PR, my international bestseller now in its 4th edition with more than 300,000 copies sold in English and available in over 25 languages …shared more than 1,800 times on LinkedIn, and racked up some 500 Facebook likes and 700 Tweets. It’s the fastest sharing of any of my content… Bryony Thomas: It completely transformed the way the senior team in the company engaged with me, and safeguarded the budget. This later became a popular blog post on my website – 6 Steps to a Strategic Review of your Marketing Budget, then Chapter 9 in my book. You might say it changed the course of my career entirely. Joe Pulizzi: coverage that we could have never received otherwise. It’s helped position us as the go-to resource for content marketing Richard Fray: Expat Explorer Survey …This provides us with an incredibly rich amount of data and insights, which we have been able to repurpose endlessly in our content. The insights have been used to generate global press coverage, interactive data visualisations, videos, infographics, curated forums and country guides, populate our social media feeds and train our employees. …Our content has enabled over half a million users in 200 countries to compare which countries are the best places to live, and to get advice on everything from finding accommodation to fitting in to a new culture. The feedback from customers and our social media community has been fantastic, with expats sharing our content widely and telling us that this is content they cannot get elsewhere – and that it changes the way they think about us as an organisation… Doug Kessler The piece helped put us on the map, generated significant business opportunities and created all those lovely ‘ripples’ that no one measures, like speaking invitations, interviews and meeting lots of people we admire. Crap also gave a spike to all our other content as readers came back for more from Velocity. For instance, ‘Three Poisonous Metaphors in B2B Marketing‘, a piece that had earned 6,000 views before Crap went live now has over 35,000 – with zero promotion.” Henneke Duistermaat How to Write Seductive Web Copy because it’s reaching a lot of people and it helps non-writers to write copy that attracts the right clients to their business. Christopher Butler: If value = stats, then a post called The Way You Design Web Content is About to Change would be the clear winner. If value is in terms of the piece of content being representative of who we are, I’d pick: We Don’t Design Websites Anymore. This one was a collaboration between Mark O’Brien and I that I’m quite proud of, as it clearly articulates our point of view on the industry, and makes some pretty bold statements about where things are headed. …had a big impact on readers. It was shared widely (and continues to be), it heavily influenced a few articles I’ve written for other publications and a talk I’m giving this fall at the HOW Interactive Conferences and it even shaped our Future of Websites presentation Amy Grenham …the Good Systems Manifesto is our most valuable piece of content. That’s ‘valuable’ not in the sense of direct ROI, but in the sense that it has helped us to structure our communications around this framework, and give a coherence to everything we do. …it was designed to be customer facing and works well in that respect. We have it as posted in the office, but we would happily use it as an introduction to Desynit for any client. …Desynit’s content-driven strategy flows from here – it’s given me a library of messages, copy and images to work from. The short powerful messages of our Good Systems Manifesto also work beyond the digital arena – at exhibitions, on T-shirts, posters, and more. And the results? Putting our human values at the heart of our marketing has translated into a consistent pipeline of business opportunities. Andy Maslen a platform for promotions (the whole bank of trust model) and I also get a fair number of members emailing each month commenting on the articles. I repost the main article to my blog too. It does keep me in front of the right people at least 12 times a year and does, also, bring in identifiable new business: training, consulting, public speaking engagements and copywriting. I also love writing it, as it gives me a chance to explore ideas and share them with a group of people are are interested in the evolution of copywriting and communication… Nenad Senic the photo tweets of the magazines I have positioned myself as someone who can be asked for an opinion with regard to producing a printed brand publication. This brings me a lot of business so I, as an introvert, do not have to go around and sell my skills to brands…