Does your content have "soul"?

Does your content have "soul"?

This wasn't a question we thought much about a few years ago - we just needed to ensure our content was high quality, relevant and "valuable".

But in 2022, the ability to truly connect, and "move people" with our content is where it's at.

Just like when we think about "soul music" - it's music that makes us FEEL. 

When you listen to Aretha and her classics, you FEEL the energy behind it - whether it's R.E.S.P.E.C.T or (You Make Me Feel Like) A Natural Woman.

She gets it. 

It's all about the feels.

And, so is connecting with your audience (aka marketing) right now.

Because if it isn't - people are tuning out, glossing over, or switching off, thinking "oh that's nice, but I'm too busy to read/listen/watch/take action". 

A couple of days ago, a global figure in the wellbeing space, with thousands of customers, many tens of thousand in her audience asked me to help her.

This is someone who publishes weekly blogs, has social media content scheduled through to the end of the year, has worked with tons of high-end copywriters, has a large email database and a laundry list of high-profile worldwide media appearances.

Yet despite that, she felt like there was a disconnect between her, her content and how she was showing up in the marketplace and she couldn't put her finger on it.

"I'm sick of putting out soul-less sh*t" she lamented.

"When I see your content" she continued, "it makes me stop.

"And I don't usually "read" content, but I read yours. I have to!"

"And I want my audience to have this type of 'thump in the chest content' too." she said.

(now full disclosure, hearing someone of her calibre talk about having such a visceral reaction to my content did set off sparks in my brain).

She went on to say "I don't want to appeal to everyone, but I want the right people to be so deeply connected to who I am and what I do. Like you do".

It's the feeling I see a lot in high-achievers who frustratedly sense that what they are putting out doesn't match the depth and power that they knew sits behind them as a person and as a brand.

So if you feel like that too, you're not alone.

I SO get it.

100%.

This is how we connect with people in 2022.

It's what I talked about today when I spent a few hours with some of the North American powerhouse women in my Thought Leadership Accelerator this morning.

I did an impromptu live interactive workshop going for those that are going through Module 4 in my program (content strategy and pillars) right now.

Doing a deep into how to apply the big changes that have happened in content marketing in the last 6 months to identifying what topics to focus on, and applying the shifts to their specific situations.

Working with these women blows me away - published authors, internationally renowned experts in their space - legal, finance, technology, relationships - having major impact on so many lives.

Pennies were dropping, eyes popping - as they had massive realisations of not just the commercial impact of their thought leadership, but the generational legacy they are creating.

Many are women of colour industry leaders and I'm beyond honoured that I get to work with people of such calibre and help give them the confidence and direction around their own thought leadership content as they use that to quite literally shake up industries. 

It was so beautiful.

It almost felt sacred.

I hold these women, I support them, and give them the clarity and direction they need to get there message out there strategically and unapologetically, so it attracts the right people to them, and has the impact it deserves. 

And yet seeing their vulnerability, it shows me that even the strongest, wisest and most prolific of people need support.

And so I'm humbled that I get to be that support for so many industry leaders. 

My program isn't something that's teaching stuff from 2-3 years old. I keep it current and fresh by doing sessions like I did today, and knowing the individual journey, goals, and progress of every single person I get to help in this way. 

If you want to learn more about how you can be part of my epic program (the thing I'm honestly most proud of in my professional life!) you can do that here.

But regardless of whether you join me or not, please remember this

R.E.S.P..E.C.T. your audience. 

Find out what it means to them. 

And sock it to 'em.

Give them your best - most inspiring, action-inducing, mindset-shifting, hope-fueling insights.

And do it in a way that makes them FEEL.

Because in 2022, "soul" is where it's at.

******

Would you like insights like this in your inbox each week? I publish the best stuff to my email list first of all, and then eventually it finds its way onto the blog. So if you want in on the action and the best stuff ahead of the pack, click here now. 


******

ABOUT THE AUTHOR

Nina Christian is a Marketing & Brand Strategist who is all about doing marketing in a more connected and human way. She helps business leaders and social-change-makers use thought leadership content to build their authority and widen their impact.

She is the Director of Braveda, (est 2000), which was recognised as  "Best Marketing Agency" at the Australian Marketing Excellence Awards.

She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and runs two businesses of her own.

She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.