What really happens when you share your content.

Content is the marketing buzzword of the millennium. If Jan Brady was alive today, (and was a marketing expert), she would be exclaiming, ‘Content, content content!’ instead of, ‘Marsha, Marsha, Marsha!’

Experts say that both personal brands and business brands need to put out content to draw more attention. It’s easy to understand why Netflix, Hulu and HBO need content. It is the product they sell. But why do non-entertainment brands and individuals need content? Inquiring minds want to know.

Connect The Dots

Think of life like a giant game of connect-the-dots. When you share your content you are enabling others to connect to your dots. Your dots may be your ideas, products, services, advice, knowledge, experience, expertise or friendship. All of those things have value in this epic game of connect-the-dots we are all playing.

A Recent Example

Last weekend Angie Eger from Columbus, Ohio posted a picture of her son on Instagram. And when she did, a curious chain of events happened.

I thought about Angie for the first time in quite a while. Angie cut my hair from 2009 to 2014 when I lived in Columbus. Then I remembered that I have a problem. I need a haircut. However, I have a bigger problem, which is that my hair person in Milwaukee, Sara Holzem, moved to Naples during the pandemic. And I have only had my hair cut once since. The cranky woman who cut my hair did a good job, but the experience was poor. And by the looks of it, she has been fired by the hair place where I saw her. It’s likely because her cranky pants were a violation of the salon’s dress code.

As I read Angie’s Instagram post I realized that I would be in Columbus, Ohio the following Friday. So I sent Angie a note through Instagram asking her if she had any spare hair time on Friday. Luckily for me, she did.

This is Angie, with a mask, for safety.

So last Friday morning I got my hair cut by Angie for the first time in 7 years. It was a major win-win. Angie offered a great solution to a problem I was struggling to solve. My fresh new hairdo looks a lot better than my expired one. I got to start my Friday morning catching up with an old friend. And Angie increased her business last week, by re-attracting a lapsed customer. As a result, she made money doing something she loves.

Share Your Content

This transaction only happened because Angie posted a picture of her son on Instagram. I was connecting dots, and she put her dot right where I needed it. Which meant that I connected Angie’s Instagram-post dot to my hair-problem dot to my trip- to-Columbus dot. Problem solved.

This is the image of Angie’s son on Instagram that started it all. Happy Birthday Cole!

Key Takeaway

Keep sharing your world with others. Every piece of content you share has the potential to help someone. It makes you or your organization top of mind when others are trying to solve a problem. We are all playing a giant game of connect-the-dots every day. So add your dots. And help others win.

*If you know someone who could benefit from this message, please share it with them.