What word are you getting tired of hearing

If someone were to ask you that simple question, "What word are you getting tired of hearing?" You might think of Pandemic, Coronavirus, vaccine, or Covid. However, if you look past the obvious, our choice is the word CONTENT. You either need it, want it, are sick of it, or have no idea what content even means.

Content is generally defined as the things represented or suggested in something written or created as art or the ideas it communicates. As definitions go, that one is pretty on point. The problem is that all content is created equal, but nothing could be further from the truth. Here's an example. Take these two headlines.

• Which Hospital Is The Best in the Area
• WWhich Hospital is the Best in the Area for Pediatrics

Which one do you think performs better? The answer is the second headline.

It's how you communicate. It's why you communicate, but it also has to be what you communicate. The wonderful thing about having good content is that content can be repurposed across an almost infinite number of platforms. It's hard at first, but we have to start thinking that the story we have to tell can be told as a video, spoken in a podcast, transcribed as a blog, condensed into a TV or radio commercial. The one caveat to always keep in mind is the message may need to be slightly adjusted depending on the medium chosen to disseminate the story. The medium is the message, but the message also has to fit the medium.

Good content marketing provides quality and essential information for people to educate, entertain, or answer questions that people might have. Bad content doesn't provide anything unique.

Creating content is about giving value to people, whether they are patients or not. It is humble, generous, and informative, which helps your target audience trust your organization. It is original and unique and provides value or helps solve problems.

You can now understand why the word "Content" is just about out of its 15 minutes of fame. The word content may end up riding off into the sunset, but you can rest assured another word will take its place. If I had to guess, the word content would probably get replaced by "storytelling."

Great storytelling is content that is compelling, informative, and consumable.