One of the best inspirational speeches I heard is not from business activities, or even TED meetings.
It comes from the Oscar awards ceremony. Matthew McConaughey (Matthew McConaughey) Best protagonist’s three -minute admission speech Oscar has held a life course in the past ten years.
McConaughey shared the three things he needed every day: what to look up, things worth looking forward to, and a hero chasing.
The person he chased may surprise you. At the age of 15, he chased himself when he was 25. When he was 25 years old, his hero became Matthew when he was 35 years old. Now he is 55 years old, (probably) he chased Matthew at the age of 65.
The point? He will never catch his future. But he is working every day and becomes a person worth chasing.
This lesson is not only about personal growth and setting high standards for yourself. This is also the hell of the mentality of marketing and content creation. I talk about it in this video, or continue reading to get more details.
Why is it worth playing safely?
People interpret content marketing as “a brand that operates like a media company”. This is no longer a smart way to describe a part of marketing.
This is the lifeblood of modern marketing itself.
However, if your content does not chase your listener (or other things), then you will not illuminate the spark. If you are not Spark of light inspirationYou will lose people’s attention because of competitors. They will never care about persistence.
Unfortunately, most marketing content today is boring. Safe. vanilla.
Many content teams can answer the operation methods and common questions into the game search algorithm. Others focus on “spreading viruses” for five minutes.
The team is so popular that they cannot focus on Meaningful jobEssence
Safe, dull exercise is not just inspiration-they spent more money. Studies have shown that you need to add tens of millions to the budget Matching the exciting movement of the thoughtful excitement.
Playing it safely is also a fast track of losing advantage. Consider the content of the generation AI for the maximum technology company. It should cause excitement and inspiration, right?
The title has attracted people’s attention (AI will completely change your marketing method today, how to use strategic AI to quickly win marketing, etc.).
However, if you click, you only need to find the throat clearance of 500 words, and then you can finally use the meat-facts prove that this is the same as the 10 techniques you have read in other four articles.
Of course, some suggestions may be useful. However, will this stop and think about: “Wow, can this company help me understand the development direction of the world, is I inspired to explore the place that suits you?”
Maybe not.
I am not talking about the content of the operation. The insight or useful suggestions of the basic industry should not be part of your strategy. This content has its position.
However, all the time answers often ask questions to prevent you from imagining answers to questions that no one ask.
This is a mistake-because of the vision (not duplicate) inspired the audience to ask new problems.
A practical method to expand your vision is not
So why enterprises and Real ideological leadershipThere are people who are visionary, even the content creativity that is used in the box?
Many companies just think it is too risky. It is easier to write the content that is already popular. You know it will get clicks, like it, and even a few conversions.
However, when you just create the content here and now, you will lock yourself in a short -term mentality, and your audience regards you as a commentator, not a guide.
They may follow your suggestions, but do not follow your brand. As the dialogue continues, you may become unrelated.
This is a good news: you don’t have to choose between practical and inspiring people. You can do both.
Creation of visionary content does not mean giving up the actual content. You only need to get a balance between the two.
Through this, your brand becomes a guide, and he said, “This is what you can do today-this is where we can go together tomorrow.”
Try to incorporate these suggestions into your content plan:
Thinking the horizon
Divide your content strategy into three perspectives:
- 1: Now (60 %): Practical, operating “operation method” content can solve direct problems
- 2:: Next (20 %): Forward -looking insights on the trend that emerges in the next few years
- 3: More than (20 %): Large and bold vision, that is, the prospects of the next 5 to 10 years
Far -view content shines in Horizo N 3 (transcendence), and enhances horizon 2 (next) by setting up the recent trend setting stage.
When these vision work together, your strategy will become more cohesive-meet with your audience today, and show them where the next one can goEssence
Related to the audience
The visible content should not be related to the goal of your company, which should be related to the dream of your audience.
Ask yourself:
- What achievements do our audience want to achieve after 10 years?
- What makes them shrink back?
- How can we help shrink the gap?
If you can keep your vision consistent with their wishes, then you can not only create content, but also build trust.
Use action bridge to connect with great ideas
Creation of visional content does not mean that you cannot provide the steps that the audience can take now. The vision of no action is to have a daydream. Give them clear, tangible actions, they can take action today.
For example, if you are writing a future article about long -range work, please recommend the tools or habits they can adopt to prepare for the rotation class. If you want to describe a world that transitions from sustainable energy, please provide skills about how to start reducing carbon footprints.
Linking the future with the present will make your vision real and be within their grasp.
Support
This is my favorite prompt. There is no great vision in vacuum. This is not so abstract, there is nothing to support vision.
Combining your major ideas with real progress-Whether it is the success of your company, the industry’s breakthrough is an inspirational example from other companies or markets. Show your audience that the future you want to describe is not only possible-it is already happening.
For example, I cooperated with a small B2B software company not long ago.
At first, the team believed that everything had been measured by marketing. When they started to consider some visionary analysis applications, these ideas sounded like the hope of flying cars: bold, the concept of future factions, almost no detailed introduction to their working methods.
Therefore, the team changed the gear. They do not tend to “real -time intelligence”, “AI” or “predictive analysis” and other buzzwords, but have established a new vision. They imagine a future, and traditional analysis (instrument panels, visualization and data sets we know) do not exist at all.
In this vision, the technology works quietly in the background and converts the original data into feasible insights without human intervention or explanation. There is no instrument panel, no chart-where is only pure intelligence when it is needed.
You will be their (ideal) mirror
The great visionary content reflects the inspiration of the audience, and the ideal future returns to them. This is the core of chasing the audience or something.
Because your brand has created this reflection, you are not just part of noise-you are their partner on the journey.
If you do it right, you will never completely capture the future you are chasing-your audience will not. But this is not the point.
The key is to continue to reach out, continue to build and continue to encourage things worth working hard.
This is your story. very good.
Careful selection related content:
Joseph Kalinowski/Content Marketing College cover picture
