Today we are going to talk about content resonance. This topic is interesting because if you google it, there isn’t actually anything there. And that’s because this was an idea I stumbled upon when I was talking to Jennifer McGinley about what it takes to make great content. This was a bit before I got firmly entrenched with the idea of radical authenticity. So content resonance was actually a concept that came to me even before radical authenticity.
What Is Content Resonance?
Content resonance is the sweet spot of content creation. It’s like the bullseye of content creation. If you’re creating content, you’re thinking about what your audience wants, but then you also throw in what you want. Now you’ve made this perfect bullseye. So content resonance is when what you create doesn’t just resonate with your audience; it also resonates with you.
Scroll back 6 months – 2 years on your social media, and think about some of the content that you used to put out there. Even if it got a great response, even if it got great feedback, did you feel good about making that content?
Looking back on it, do you still feel great about having made that content? If the answer is no, then that content did not resonate with you.
If you are considering making content and you’re cringing about it and unsure, then it’s very possible that what you are thinking about creating content around doesn’t resonate with you.
And that is the important part here.
Why Is Content Resonance Important?
When we look at content resonance, it’s what appeals to your audience and what appeals to you. You have to bring those together. The reason why they have to come together is because content resonance actually relates to authenticity. When you’re confronted with something you don’t like, how hard is it to maintain a straight face and act like you’re happy about it? It’s incredibly difficult. And in doing so, you present an inauthentic face.
When You’re Using Channels You Don’t Like…
What if you’re creating content using a channel you don’t like? Let’s say livestreams aren’t your thing. Earlier, I saw somebody’s post about wanting to do live streams, but feeling like they were stiff and professional. Maybe they wanted to do video in general, and they felt like they were too stiff, even though that’s not who they really feel like they are. Livestreams require you to ad lib and improv.
Maybe livestreams don’t resonate with that person right now, which is why I suggested starting out with recorded videos first. And I would pretend that I was just talking to one single person, and I was able to cross that over and apply it to livestreams.
I feel very much the same way about my livestreams now. I’m able to feel as if I’m talking to one person. That’s how it feels right now. I’m talking to you. So now livestreams are a content channel that resonate with me.
When You’re Choosing Topics That Don’t Resonate With You…
Let’s say I was choosing a topic to do on a livestream that didn’t resonate with me and content that I didn’t feel was important. Then it would be a struggle for me to remain authentic and fully invested, and bring my very best self to that particular topic. So even though I’m using a channel that I like, I’m doing a topic that I’m not a fan of. That’s makes it a real struggle.
3 Content Resonance Factors
Finally, I wanted to look at some content resonance factors.
What Do You Want to Share?
It’s a really good idea to do competitor analysis and market research, so you can see what your target audience is talking about. But when you’re thinking about what you want to share in terms of resonating factors, you do want it to line up with what your audience wants, but you want it to line up with what you want to share as well.
Have you identified some of your storylines? Which of those storylines do you feel comfortable sharing right now? Where do you feel comfortable sharing without holding back? That’s how you show up in an authentic manner.
You don’t have to share everything. You don’t have to overshare. You don’t have to be like Kim Kardashian and make a show out of your life.
Personally, I’m very free with my entrepreneurial experiences. I will talk to people about my experiences no problem, but I tend to stay away from talking about my relationship. And that’s just the way I am. But if I was a relationship coach, then I probably would talk about my relationship.
I select what to share, but the areas I do choose to share, I do so without holding back. So the first content resonance factor defines what you want to share, whether it’s personal, content topics that your audience needs answers to, etc.
It just depends on which area you’re building on. If there are particular topics I don’t feel like addressing, then I won’t. I mean if you guys asked me, I would talk about it because then at least I know you want to hear about it. But I tend to stay away from what I consider really basic topics.
How Do You Want to Share Your Content?
If video is not your thing yet, that’s okay. Maybe video’s never your thing. Maybe you want to write it out. Totally fine. But you have to make sure that even if you’re not doing video, you still repurpose those types of things into smaller bite-size chunks. There are plenty of people like me who would very much prefer to read, but there are lots of people who prefer another thing.
But that’s the thing; even though other people prefer video, they will read. What do you prefer? Remember that’s the sweet spot. X marks the spot in terms of what content actually falls in that sweet spot of content resonance.
Do you want to do video? Do you want to do livestreams? What about using Twitter? There are tons of people who love using Twitter. I’m not one of them.
Do you love Instagram? No, but other people do.
Do you love LinkedIn? I love LinkedIn, and I love getting on these livestreams with you guys. I love doing video now. I still really enjoy writing, but I’ve just started to relax into my role in video.
When Do You Want to Share?
Doing Marketing Monday helps me create content. It helps me stay in touch with you, but it also isn’t something that I necessarily have to do daily. Not to mention I can’t do Marketing Monday 5 days a week because the other days of the week have different names.
My point is that it doesn’t have to be daily. You just have to be consistent. Some people don’t do well with daily content creation.
Quantity over quality is a mistake because when you put out tons of subpar content interspersed with golden nuggets, the only one thing happens. People consume your subpar content, get used to the fact that you’re not going to have anything valuable to provide, and get used to ignoring you.
That’s why you have to focus on quality over quantity. Even if I don’t post every single day, if you know that when I do post it’s going to be good, then you’re more likely to pay attention. So just keep in mind.
Those are 3 important content resonance factors. I’m assuming that you’ve already done the legwork in terms of understanding what your target audience wants to hear. I think that as business owners, a lot of us don’t focus enough on those 3 things because we’re so invested in what the best practices are and what our audience wants, forgetting that we are a critical part of that equation.