S2E8: Messaging Ecosystem Content Type 6: Connection Content [Grow Your Business for Good Podcast]

If you’ve worked hard to build a thriving community, you’re probably using Connection Content (without even realizing it). The sixth and final type of content is designed to create an emotional connection with your community.

Now, this may seem like a simple task, and it is…to a point. To create really effective Connection Content, you have to be willing to get super visible and super vulnerable. 

Otherwise, it’s just “another” post. And that’s not what we’re aiming for. To create highly effective connection content, you need to be willing to share stories of past failures – both in life and in business – as well as your deepest desires and aspirations. 

If you’re looking for a good example of Connection Content, Humans of New York does a wonderful job of this – they take human interest stories and turn them into sagas, some of them are a few parts (or posts) and others are a lot of posts. 

This works well because people end up hopping into the middle of the story, but they want to know the whole story…so they go back and read (which means longer page views times and higher engagement). 

In our business, Connection Content is often teaching content, because we are very transparent with our processes and share them with our clients. As you create wins with your clients, you can use THEIR success stories – their Connection Content and share your perspective on their change. 

…but what if you feel a little “ill” about sharing this type of content? 

Sometimes, that nauseous feeling is actually a good thing – it means that you’re pushing boundaries, and if you’re worried about how something is going to be perceived, you’re definitely not alone. 

However, there’s a difference between sharing a complete mess when you’re in the middle and have no “nuggets” of wisdom to share versus being on the other side with a clear understanding of the lessons you gained. 

The best content is content that zooms in on a singular event or a singular emotion. – this allows you to take your audience on that emotional journal journey.

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