Good Content Matters … Most?

Content matters. Most. What you “produce” will be the final evaluation of your work versus your style (though some could argue that style is a product).  What you give to people (including time) is what will last beyond any manufactured notoriety – and investing in the lives of others is some of the best content you can have.

People flash onto the stage and leave just as fast as they came, the “15 minutes of fame” rule at its best.  Others discover how short life is and in their last days wish they’d have invested their time in people and “products” that would have lasted longer.

My favorite restaurant (see picture to left) is housed in a block building that is maybe 24′ x 24′ it is a great Mexican restaurant and it is nonstop busy. The reason?  It’s the best Mexican food in the region.  In fact, I’d like to head there right now if not for the snow drifts in between here and there.  

My favorite custard stand (picture on right side) is a small stand in St. Louis, but visit there most summer evenings and you’ll see multiple lines of people waiting to have their custard fix.  Why?  The custard is that good that people will drive from all over to taste it.  In fact, I’d like to head their right now for a chocolate chip concrete. 

What makes these two places so good? It’s the content. The food. And I think it’s the word-of-mouth reputation. People gladly talk about these places because of what they mean to them and because of the experience they’ve had. They address an appetite for great Mexican food and amazing custard. Business is nonstop, advertising is at a minimum for the markets’ size … and customers keep coming back.

Good Content Helps us Take People Farther

Many of us are busy building organizational structures (of all types), working on design/style (to attract more people), and running programs, but give small amounts of time to the content. Study and preparation, the foundations for successful ministry, are crammed into a busier administrative schedule and we can find ourselves (without much effort) with stylish programs, hot music, but our content can sound like little more than bumper sticker thinking. I’m often surprised how often “good enough” is good enough for many teachers and leaders when it comes to study and helping their people move deeper on various topics.

It’s been interesting this week to see a variety of blog posts about content lately. The Anchorman 2 marketing approach was impressive, though the movie was a dud.  Adam McClane wrote about how content should be our focus in our work and writing. To learn more about what “content marketing” is see this video or these examples.  Literary agents have begun reminding their authors that, though platform is important, they should work on their prose, the content of what writers do. Seth Godin recently wrote about the limits of just pure marketing, that a business can’t sustain increasing awareness to gain customers. The content of their work (see my examples above) is what the focus should be on.

What is the content of what you do?  What are people’s perceptions of that content?

In ministry there is a tipping point where the gatherings and events are so meaningful to those who come that advertising isn’t necessary (though clear communication is always important).  I’ve seen this with churches, youth ministries, and campus events that have earned the reputation as being meaningful places to be.  The momentum is in place and people will make every effort to be a part of it. I’ve also seen events that were of a caliber higher than previous ones and the people were surprised at the quality. Those responses are telling and worth paying attention to for future planning of your content.

Valuing those who give us their time and attention

What an honor it is that others would give to us their most valuable commodities – their time and attention.  What if we didn’t take that for granted, even with young people, and worked to be diligent in making sure our content is meaningful?  Here’s the caveat that few of us like about this though, the evaluation of what is meaningful is in the minds of those making the meaning.  Like it or not, people vote with their feet … and their remotes.  They show up and tune in to what matters to them. They choose communities that encourage and propel them forward.

We show how much we value the people who attend our meetings, listen to our talks, and read our words by our diligence to be sure our content matters, most.

What “content” goals do you have for 2014?  How did you decide where to focus?

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