A 4-Step Plan for Cutting Through the Content Clutter

April 23, 2013

The signal-to-noise ratio in the media world is low and getting lower. There’s essentially no barrier to entry for publishing online content. Get a smartphone and you’re in.

You’re powerless to dial down the noise. However, it is conceivable you can cut through the clutter. But you don’t do it with power. Or volume. Or even big bucks. You do it by honing your listening skills, sharpening your focus and developing trust.

So refrain from immediately hitting the play button – again and again. Pause. Hear me out here. Here are four strategies for actually being heard:

1. Identify the questions.

I have a three-word definition for effective content: proactively answering questions. Why is this effective? Because you are then useful—and valuable—to the people seeking answers. The practice of gathering these questions is called “listening” and I suggest you accelerate this process by doing it online—utilizing some or all of the tools I list in this Want to Make Noise or Be Heard SlideShare presentation: