Before we were told that the “sharing” economy is here. Which basically means collaborative consumption of human and physical resources. Given that we are beings that are every changing and love a good challenge, we want more. Not surprising, but what does that mean to us content creators.
So great, you are sharing stuff with me. There is lots out there. In fact, too much. Now how do I decide what I want to take time to involve myself with out of all that you want to share? The differentiation comes from the increasing loud throngs of demand to move beyond the mere sharing economy and into the experience economy.
Don’t just think of this as a trending minted phrase by Time Magazine that is said with a flourish of hands waving. In order to break through the clutter of information burying our audience alive, you must not only engage them but leave a mark. They must feel like a participant. This can mean that you made them laugh along, incited them to tell their side, or enabled them to share with all their friends that then gained them a landslide of thanks and likes.
We know this. As content marketers this is what we do. At the same time, are we mechanically going through our bag of “best tips to get blog traffic,” or are we actually thinking with our whole heart and mind about what sort of experience our audience gains from what we share?
The reasons why we blog are widely known, for example:
- Gain influence
- Be seen as an expert
- Generate revenue
- Reinforce competitive differentiation, ETC
Now you need put yourself in the shoes of your audience. Think experience economy.
- Why should they bother?
- How does it change their day?
- What value does it add to their life?
Simply put, the content you present should be about them. Not all about you. Your value should be intrinsic. Consider what your role in the experience economy will be. Make that change starting today.
