Value in Every Post

Entertainment, information, problem-raising, value — four content formats. Why I chose the fourth one, and what it gives you even when your reach is tiny.

Why do I have so many clients?

To answer that question I need to explain my approach to running a blog.

There are several content formats. We can entertain people, inform them, raise a problem, or be useful. Those are the basic formats we can create content in.

Entertainment. Anything that makes us laugh, from stand-up to memes.

Information. How many cities held anti-corruption rallies that the “single telethon” never covered?

Problem-raising. Brigade No. … needs drones, tourniquets, spare parts to repair a pickup. Here is the donation link…

Value. Acts of love lead to the feeling of love. You can bring feelings back into a marriage that has gone cold if…

Personally I work in the “value in every publication” format. Even when we shoot separate promo videos about our courses, I try to put a few thoughts in there that can help a person, even if they never sign up for a paid program at our New Lifestyle school.

This approach has a number of advantages:

1. Through your content you make people’s lives better.
2. People get used to receiving something useful whenever they open your page.
3. People see how well you know your subject.
4. Even with very small reach, if you give real value you will have plenty of clients.
5. A community forms around you — not only your followers, but your colleagues too.

On top of that, useful content can be made evergreen. That is when you talk about something, and even if a person finds that video or text post several years later, the information is still relevant and still useful.

That effect is harder to achieve in other formats. News has a very short shelf life.

Have you thought about growing your own blog? What is stopping you from stepping into the public field?