The Two Questions Behind Perfect Content

I received a pitch email from one of my marketing friends. I don’t want to give it away by going into too much detail, but it was one of those emails where the sole purpose is to get money. “Act now” and “before it’s too late” and “this offer will end soon.” All the words and phrases that make content creators feel shame after writing them and then even more shame after sending it off to a caring audience.

Now, I don’t blame them for doing it. I totally understand it. I just don’t like it and believe there’s a better way.

Is There a Better Way?

I’m currently in the middle of reading ​Theo of Golden by Allen Levi​ (I’m not finished yet, so no spoilers please). In it, the main character, Theo, is having a discussion with an artist. They were talking about what makes art “good” or not.

Theo says: for anything to be truly good, there must be love in it.

I’ve been pondering this idea for the past couple days. It’s challenging for content creators for the simple reason that the content, at some point, is supposed to generate revenue. I’m not sure how much “love” is involved in that.

But I want Theo’s definition to be true, regardless of the money, and I’ve come to believe that it is. Here’s how:

The Two Questions Behind Perfect Content

We have a lot of words for what makes content work.

Audience needs. Differentiation. Positioning. Value creation. Product-market fit.

All useful.

But maybe we’re making this harder than it needs to be.

What if great content only needs to answer two questions?

1. Does creating this bring something good into my life?

Does it give me energy? Does it make me curious? Does it help me understand something? Would I still want to make it if nobody was keeping score?

Any answers of yes to this question and you are, in essence, loving yourself. So let’s check that box.

And then:

2. Does it make someone else’s life better?

Does it solve a real problem? Help someone see differently? Make them laugh? Give them hope? Help them make a better decision?

Anything affirmative to these questions, and you are, in essence, loving others. You are loving the audience by delivering something kind and true.

The Best Content

The best creative work seems to live where those two things overlap.

You’re making something because you love making it. And you’re making it because you care enough about someone else to create something they need.

That sounds a lot like love to me.

Maybe before worrying about algorithms, optimization, distribution or growth, we should ask:

Am I taking care of myself through what I create?

And am I taking care of someone else?

If the answer to both is yes, you’re probably close to perfect content. P.S.: ​A reminder that I’m giving away my book, Burn the Playbook, for free​. Please share it with a friend. I’m finding more and more parents are reading this and then sharing it with their kids.