BRX Pro Tip: Content Isn’t Enough Anymore
Stone Payton : And we’re back with Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I think it’s safe to say that this day and age, content really isn’t enough anymore.
Lee Kantor: Yeah, there was a point in time when if you were a content creator, that was enough to get attention and get eyeballs on your work or get people to listen to you, but that’s just not the case anymore. Content alone is not enough. Right now, between YouTube having endless tutorials on how to do things or AI writing articles, everybody is creating content in that way. So, if that’s all you’re doing, you’re just a commodity at that point.
Lee Kantor: At Business RadioX, we’ve kind of developed what I’m calling – I haven’t told you about this yet and you’ll probably take it for a test drive and see if you like it – but I’m calling it C2S2, and that stands for content, community, service, and show. And that’s what you need instead of just content.
Lee Kantor: So, of course, you need content, you need thought leadership. You have to be able to share intelligence and insight that goes without saying, but you also need to build community around that where people are connecting with each other human to human. You have to humanize the content; you have to make it a living, breathing thing. It can’t just be information.
Lee Kantor: And you also have to deliver that content in a way that there’s an actual service that solves real problems, not just theoretical problems or these imaginary problems that a lot of people are talking about, but actual problems that your clients or prospects are having. And another thing you have to do while you’re doing all that, you need to create some sort of a show. There has to be an in-person experience where people can engage with you directly. There has to be a face-to-face element to the work you’re doing.
Lee Kantor: So, if you can do all four of those things, create content, build community, deliver a service, and have a show, then you can stand out. Then you are going to be able to be irreplaceable. Those are the three things other than content AI can’t do. AI can’t build community. It can’t deliver personalized service. And it definitely can’t show up in person and create a human-to-human connection.
Lee Kantor: So, if you want to stay relevant, stop thinking content is your strategy. Content is just a piece of it. You have to do the other things as well. And if you need help doing it, Business RadioX can help.
