Content Without Hustle is the New Emperor without his Clothes
You’ve no doubt seen the statement: “Content is King.” I am here to tell you this is absolutely true. With out quality content you can’t build the necessary momentum online needed to get any kind of positive return. For many of us, as we hear this, we jump into the social web and focus on the creativity, production and publishing of the highest quality content we can get out the door. Then, once we get that content published we sit back in our chair, take a sigh of relief, and think we are done. In reality, if we want to make a difference, we’ve simply just started.
In the story “The Emperor with No Clothes” the people aren’t laughing because he is king. They are laughing because his pre-occupation with being kingly has left him naked, literally. The same thing can happen with us when we have success attracting people online, and think being “kingly” is enough. We end up with an online presence so wrapped up in our “kingly-ness” that we don’t sell anything, we don’t connect with leaders, we don’t catalyze a movement, we don’t create opportunities for people to find help. In short, we end up with an online presence focused on puffing up ourselves, but never doing much good.
Last year I heard Gary Vaynerchuk, the passion and heart behind WineLibrarytv.com and author of Crush It, answer a question from someone asking how content fits into his success online. Gary’s response was:
Content is the crap you wipe out of your eye when you start the day. It is what happens first, and then the real hustle begins.
The result of the “hustle” is the reason you’ve gone online in the first place, at least I hope so. That is the work that generates results that make a difference. What kind of results? Here are a couple examples:
- If you’re from a non-profit, cause or church and you post a blog post about opportunities to serve on your blog; do you see the people leaving comments as confirmation of the quality of your post or potential leaders? Do you contact them and see if they are interested in leading with you? OR do you just count them as a social metric? (If you say you are about developing leaders, but never follow up with the potential ones that make themselves known, what are you really about?)
- If you post about a tragedy that happened, like what we’ve seen in Haiti recently, do you provide a way for people to take action themselves?
- If you post a great movie review, do you also post an affiliate link to Amazon?
- If you share your story on an issue you’ve dealt with, do you follow up with people who make themselves known (in comments or likes) and offer to pray with them? Or connect them with a place that can help?
- When you get emails about what you do or what you’ve posted online do you get frustrated? Or do you realize that is the whole point for seeking influence (and the role of a difference maker) in the first place?
Content is King because it represents “you” and your presence online. It is King because it is what attracts people. It is King because in the midst of so much noise online, only quality is going to stand out. So, when people respond to your content, or actually – finally – arrive at it, don’t waste their time puffing up your ego. “Hustle” is what keeps people around. Following up is what actually gets people connected with the help they need to change. Connecting with people and being accessible is what will help you empower and lead others. Caring beyond your content is what can take something that is merely popular and turn in into an entire movement.
So, it is time to think beyond your content. Its time to go to the next level in making a difference online. Start thinking about “key actions” to accompany what you share. Start noticing the people making themselves know around your content.
Time to put some clothes on.
I guess a follow up would Connection is King.
Great post. So true. You’ve got to back up your content with passion, authenticity, responsiveness and action.
I like what Chris Brogan said about Content is Not King. That it is about relationships. There is a phrase in the Wikipedia definition of Relationship: repeated interactions. That’s it, not just a once off action or interaction but repeated – that shows credibility.
Thanks for the link to Brogan – he always frames things up so well. Relationships really are the key, and always have been, it is just in a new environment now.
This is superb. The church, especially, needs to realize that we’re in the transformation business, not the information business. Offering clear calls to action and relational connection with those we influence are essential. Thanks for reminding us.
Thanks Nick! I need this reminder as much as any.
I would notice if I was naked, so I do not want to be that guy.
I think you bring up a great point that content should represent you, what you do, who you are, and what you are about. I amazed at how many business flood the market on social media and just assume because they are putting out their stuff people will come. Seems to be pretty selfish motives.
Yeah I have helped a few nonprofits lately with content to then see it not help them accomplish the ultimate goal of the initiative in the first place. Thanks for posting this. I am evaluating this big time right now with Destiny and the other groups I connect with. So glad your blogging Tony.
Tony,
Thanks for the well thought out reminder. I also believe that the connection and conversation you have with people IS the content. That’s where the value add really is – in making the content real and applicable.
Great stuff Tony…I have a lot of things to re-evaluate with my own blog, etc., so this helps me out. I love when people contact me offline about ways I can help them. Makes me feel like I’m providing something, so I always try to go out of my way to connect with those people.
Rhett
“’Hustle’ is what keeps people around” This is a great way of saying it. I’ve seen very clearly that just having information (even awesome information) does not build a community online. It’s the interaction or the relationships. Well said Tony.
Thanks ben!