Yesterday I asked about how those content creators that you respect online gained your trust and attention.
I want to highlight this response from a fellow list member named Jared. We were discussing a church media creator and educator that he follows named Brady Shearer, and when I asked how he first discovered the content he said:
“
I think it was a social media video with tips about making videos for church. It was a shorter, 10 minute-ish, video with all kinds of helpful tips that I put into use right away.
(shared with permission, edited for clarity, emphasis mine)
That last part is key: “all kinds of helpful tips that I put into use right away.”
This is a great example of the power of utility value, which I think is probably the most effective form of value for gaining an audience who is primed to become customers. (Which, by the way, Jared has also made purchases from Brady after discovering his content.)
Jared’s experience lines up pretty well with my own, too. When I look at those channels I’ve followed for the longest—and specifically those for which I have become a customer of the actual business—I can trace nearly all of them back to a single moment when I needed the information they were sharing right away, and from there started exploring the rest of what they had to say.
So . . .
What can your content offer to your customers that they can put into use right away?
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P.S. Jared also mentioned to me that a big part of the reason he continues to follow Brady is because of his perceived authenticity and genuine desire to provide value through his content rather than simply capture value.
