How to create content people save and revisit

How to create content people save and revisit

Within the immense ocean of online material, where millions of articles, videos, and social media posts struggle for visibility, how can you guarantee that yours stands out? The key is not in demanding engagement, but in earning it. This means moving from a "needy" mentality, always pursuing likes and shares, to a "needed" mindset, offering real value that people actively seek.

This goes beyond crafting "good" content; it focuses on developing essential content. To comprehend how to do this, we can look to Abraham Maslow's hierarchy of needs, applying its key principles to the online environment. By addressing core human wants and fears, your content can become crucial.

Physiological Needs: Addressing the Immediate and Tangible

At the foundation of Maslow's hierarchy are physiological needs – the essential building blocks for human survival, like food, water, and shelter. When it comes to content, this translates to addressing pressing, tangible problems and delivering practical solutions.

Example: Think of your content as a lifeline, helping people navigate everyday hurdles and find instant gratification. Picture it as a form of "digital nourishment" – something that instantly quenches a thirst for knowledge or eases a pressing worry.

Let's say someone's searching for "how to fix a leaky tap." What they're after is a straightforward guide, a list of tools they'll need, and a short, simple video showing them how it's done - not a deep dive into the philosophy of plumbing!

Needy Content: What we don't need is a blog post called "The Art of Plumbing: A Journey of Discovery" that's big on abstract concepts but short on practical advice.

Needed Content: We need a "DIY Leaky Faucet Repair: A Step-by-Step Guide for Beginners." This guide should include a clear visual tutorial, a printable list of materials, and troubleshooting tips. This kind of content addresses an immediate problem, saving the user time, cash, and headaches.

Safety Needs: Building Trust and Providing Security

When physiological needs are addressed, safety becomes a major focus. This includes aspects such as physical security, financial safety, health, and a sense of order. In the digital environment, content that responds to safety needs enhances trust, reduces anxiety, and delivers trustworthy, verified information.

Your writing should act as a reliable manual, providing consolation and clarity in a world that is often overtaken by uncertainty and false information.  It positions you as an authority figure that people can trust to protect them from potential threats.

Example: Reflect on the vast quantity of health information accessible on the internet, much of which is contradictory or misleading. Individuals looking for guidance on a specific health issue require reliable, evidence-based information rather than anecdotal assertions.

Needy Content: A social media update claiming a "miracle cure" for a chronic condition, lacking any scientific validation or credible references.

Needed Content: A comprehensive article titled "Understanding [Health Condition]: Symptoms, Diagnosis, and Evidence-Based Treatment Options" – thoroughly researched, referencing medical journals, and developed in collaboration with healthcare experts. This type of content instils a sense of trust and dependability, enabling individuals to make well-informed choices regarding their health. Likewise, an article titled "How to Identify Phishing Scams: Safeguarding Your Digital Identity" directly tackles a safety issue by offering practical measures to evade online threats.

Social Needs: Fostering Connection and Belonging

People are fundamentally social beings, driven by the need for connection, belonging, and love. In the context of content, this means developing experiences that cultivate community, enable interaction, and allow individuals to feel acknowledged and part of something bigger than themselves.

Your content should act as a trigger for connection, fostering conversation, shared experiences, and a sense of collective identity. It goes beyond a simple one-way message and actively invites engagement and empathy.

Example: Reflect on the isolation that numerous people encounter in niche hobbies or tough life situations. They seek connections with others who have similar experiences.

Needy Content: A dedicated forum or Facebook group titled "First-Time 

Needed Content: Sharing Your Journey and Tips," where new parents can pose questions, express their worries, celebrate achievements, and provide support to each other. This type of content fosters a feeling of belonging and community, addressing a basic human desire for connection. Likewise, a content series that highlights interviews with community members, sharing their stories and experiences, can cultivate a profound sense of shared identity and mutual understanding.

You can transform your material into something people can't live without if you can understand and meet these fundamental human wants. Give up pleading for attention and concentrate on becoming truly indispensable. People will naturally want to interact with you when you provide actual value, solve their problems, establish connections, and foster trust. This will ensure that your material is not just seen but also truly appreciated.