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The One Content Marketing Question You Need to Ask

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While this comment may seem problematic, I can’t think of a better compliment. Someone is missing the content we post.

Today’s post is an article we published last year, but we wanted to update it Costa Rica Mobile Number List and bring it back – and add more examples from our community – because it’s something you need to think about. .

How would you answer this question?

Would someone miss your content if you don’t post it?

It’s a question Joe Pulizzi asked – and it’s something he talks about in his book Content Inc. As Joe explains:

“Let’s say someone gathered all your content and put it in a box like it never existed. Would anyone miss it? Would you like to leave a void in the market?

If the answer is no, then we have a problem, Houston.

We want customers and prospects to need… no, our content. It’s part of their life… part of their job.

I think of this as “content anticipation,” a term I borrow from others. It’s not a new concept – in fact, I vividly remember reading an article by Frank Reed on content anticipation years ago, and the concept stuck Cryp Email List with me. Andrew Davis also wrote  about this concept and provided a great example of content people expect from Joseph Kalinowski, the creative director of CMI. But most marketers don’t focus on content anticipation.

Click to enlarge

Anticipation goes beyond subscription

One of the most important metrics you need to track is your follower count. Building followers is an essential goal, but do you go even further to see if people are really looking forward to getting your content?


One of the most important metrics you should track is your follower count, says @michelelinn. #ROI Click to tweet

Anticipation is the key to loyalty and advocacy

Why do you want people to anticipate your content? These people are loyal readers — and loyal to your brand. While content marketing is great for helping you increase brand awareness and impact revenue, it’s so powerful because it can help you create a better customer. If you have loyal readers, chances are you have people who are excited about your brand and want to share it with others.

Why is content marketing the marketing of today? 10 statistics that prove it

How to create content your audience will want

Of course, the question becomes: how do I create content that my audience needs?

Before we look at some things you could do, here are some reasons why people might not miss your content:

  • That doesn’t really answer the questions.
  • It covers a subject too broadly.
  • It’s content me too that looks like any other brand.
  • It’s dull – and people don’t want to read it (even though they should).
  • It’s not in the format anyone wants to use.
  • It reads like an advertisement or promotional message.

What can you do? Think about the content you like, both in your industry and in general. Study these authors, designers, and videographers and try to understand why you love them and why you can’t wait to see their content.

  • Is this their tone?
  • The way they make their case?
  • Header lines?
  • The duration?
  • Design?
  • The format?
  • Rotation on a topic?

Your intention is not to copy what others are doing, but to truly study – and reverse engineer – what works well. At the very least, you’ll get ideas for how you can better create and design content for your audience.

31 types of content we need [Infographic]

Examples of content people are looking forward to

I reached out to the best community – the Content Marketing Institute’s LinkedIn group – and asked what kind of content our community was really looking forward to. You can read all the answers, but here are a few of my favorites, in various categories mostly from non-marketing brands:

Cleveland Metroparks

Pam Kozelka called Cleveland Metroparks magazine’s monthly issue, Emerald Necklace Newsletter. As she explains, “I printed it out and have my calendar next to me when I read it. This is where I find great local resources of things to do for our family.

What to take away from this example: this is useful and usable content. I look forward to receiving something that helps me pursue my interests (like fun family outings).


Skyler Moss told me he can’t wait to get anything from YETI, which sells innovative coolers. He explains, “They do a great job of storytelling, with some subtle marketing, but they make it real. I know they use an agency to produce this, but the direction and their voice resonates in every client interaction they do. It’s not forced on you and you know it will be entertaining and worth your time.

What to learn from this example: While I can relate to the park magazine, YETI was new to me – but I can see why Sklyer is hooked. The stories are told well – and that’s something people want to read. And the branding is relatable and visually appealing.

Moz Whiteboard Fridays

Although this is an example of a marketing brand, I couldn’t resist including it. I have a similar love for Moz videos that Doug Kessler recommended.

What to learn from this example: Doug sums up the lessons of this example well: “Reliable, clear, useful, practical and easy to learn. Every Friday for nine years.

7 Essential Content Marketing Lessons From Rand Fishkin’s Whiteboard Fridays


Monina Wagner shared the Vlogbrothers as the content she looks forward to: “They not only run a YouTube channel – they post two videos a week – but they also produce the hugely successful VidCon conference. (You may have heard of one of the brothers, John Green, who wrote The Fault in Our Stars and Paper Towns. John built an audience for his books through YouTube videos aimed at young adults.)

Takeaway from this example: I love how this cohesive content that people are anticipating also boosted a conference.

Dublin, Ohio, Facebook feed

Mike Myers said he was looking forward to the Facebook feed from his hometown of Dublin, Ohio

What to take away from this example: I like that this example is outside of a traditional series. As Mike wisely explains, “It may sound strange, but I look forward to my Facebook feed every day. It’s also content! You can’t beat truly relevant, niche content.

Content Marketing’s Guide to Social Media Survival: 50+ Tips

The full Monty

The Full Monty, a marketing news digest, as mentioned by a few people. Mike Myers mentioned this as a newsletter he is looking forward to receiving, and Jeremy Bednarski said he was looking forward to the podcast.

What to learn from this example: You can distribute the same content in multiple ways and help multiple audiences. When people sign up for Scott Monty’s The Full Monty, they have the option of receiving this weekly series as an audio show, newsletter, or both.


Lisa Dougherty explained how much she loves online retailer Zulily: “They send personalized emails and use Facebook Messenger to let me know when they have sales on brands I love. This allows for an awesome personalized shopping experience. I can also message them on Facebook if I have a question or problem with my order, and they’re there! So practical. ”

What you can learn from this example: People like things that fit them, and this is a perfect example of that.

Automating Your Customer Interactions: Get Ready for Chatbots


America Cell Phone Number List

Many podcasts were mentioned that people are looking forward to receiving, including The Brand Newsroom, Unthinkable, Social Pros, This Old Marketing and many more.

What you can learn from these examples: By far, the most frequently mentioned type of content in the LinkedIn community was podcasts. The combination of consistency and personal connection in podcasts makes it something people look forward to.

Would love to hear from you: What content would you miss if it disappeared? It’s all fair – it doesn’t have to be from a brand. You can use this list to inspire you to create content that your audience will really love.

Want to learn more about creating content-driven experiences worthy of your customers? CMI’s step – by-step workbook will show you how.


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