Content Which Turns Consumers Away

So yesterday I introduced the idea of a consumer standing before a big smorgasbord of content with their empty plate while they try to decide what to put on it. Last week was Thanksgiving after all.

We all know people are going to go for the well-known content right out of the gate. But they have many side dishes to choose from to fill up their plate as well.

So what may prevent them from adding your content to their plate?

It Just Doesn't Look Appetising

Let's face this fact: Your content may be awesome but if it doesn't "look good" they will not add it to their plate.

You've seen the dishes at parties that almost no one will touch. Growing up, my Mom made an oyster casserole. Now I know there are a small handful of people out there who like that stuff, but it is visually unappealing and it smells terrible.

There is no chance I am going to even try it, I don't care how much love went into it.

Our content is the same. If it doesn't look appealing, visitors will not engage with it.

So what makes content appealing?

1. Upfront Visuals. This could be the image or video you use on social media, the headline graphic for your email or blog post, or the thumbnail of the video. If it doesn't intrigue the viewer, they will not engage.
2. The Promise. The consumer has to know that you are going to solve their problem, even if that problem is just to be entertained. Without that promise, they may not engage.
3. Headline Alignment with Problem to Solve. Your headline (whether it’s an email subject, a social media caption, or a blog title) must align with the viewer’s needs. They need to see hope—hope that your content holds the solution they’re looking for. If not, you won't be added to the plate.
4. Targeting the Correct Audience. Even the best visuals and headlines will fail if they’re targeted at the wrong audience. Language and tone matter. For example, content crafted for Gen Z won’t resonate with Boomers. To get added to the plate, your content needs to speak directly to the right people.
5. You. That’s right—you. Whether it’s your personal brand or the reputation of your company, being recognized as a credible voice in your space makes a huge difference. If you’re new or unknown, it’s harder to stand out. But consistency and persistence will build that trust over time. So don't give up, keep publishing.

Creating an Amazing Dish of Content

If you want to be the one dish that everyone scrapes that last little crumb while begging for the recipe, you have to create great content. If you only create a cornbread casserole that has been served a million times before, the likelihood of anyone asking for your recipe and coming back for more is low.

Be better than that. Create content people can use and they will come back asking for seconds.

As we go on this content journey, be sure to ask any questions in the comments to keep the conversation going.