“The two words ‘information' and ‘communication' are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” – Sydney J. Harris, Born Sep. 14, 1917.
A lot of people who market things on the internet care about having a “content strategy” as a way to draw prospective customers toward them.
To that end, they generate articles that contain information, and SEO keywords, and specific ranges of word counts, and sophisticated link structures between them.
And that’s fine. If you want organic traffic from search engines, I believe it’s still true that there are technical things that can be done to appease them and earn their favor.
But machines are not people.
People don’t want information – not anymore. Decades of widespread access to the largest repository of information in human existence has largely made people numb to plain information.
They can get it anywhere. And anyone can share it. But that doesn’t make it true or trusted. Information is abundant and cheap.
What people want now is KNOWLEDGE. They want information that has been tempered by experience, presented by someone who has applied that information and created something REAL.
You can’t just find knowledge anywhere. It can be proven, and therefore is true and can be trusted. Knowledge is rare and valuable.
Create new knowledge for yourself by consuming information from other sources and APPLYING it. Report back to your audience on the outcome. Reveal any obstacles that arose. Outline the solutions to overcome them. Provide any missing details that weren’t clear to you when you took action.
Et voila. Instant knowledge. When information is imparted in this kind of “story” format, it breaks through the clutter. It’s no longer noise, but SIGNAL for hungry human minds looking for TRUTH about your core topic.
When your content is built THIS way, THEN you worry about keywords and word count and link structures or whatever else the gurus of SEO and traffic tell you will work for that.
But first, set yourself apart by having content that COMMUNICATES instead of just plopping some info down in a vulgar, useless, unoriginal, cheap and rehashed way.
Break through. Impart your knowledge. People will want more, and you can charge a premium.
<!—- lagniappe Below is a brief primer on how to take any information you find, transform it into knowledge, and package it up for sale... 1. Find some bit of how-to information out there on these here world wide webs that seems plausible. 2. Find at least two more different sources for the same general process. 3. Combine and implement them, modifying as needed. Doubtless you will find some wrinkle that you will need to iron out. Figure out the solution and add it in. 4. Adjust this process until it works, then document your frankensteined monster version that includes the best from all other options, and even includes custom fixes based on your own experience. 5. Now you have created KNOWLEDGE by combining freely available information with your own practical experience. You’ve described it in your own words and laced it with your own insights and point of view. This is your product. 6. Create content about your solution, answering common questions about it, and distribute that however you like to. The idea is that if they like what you say and want to know more, congrats. You have a lead for your new product. 7. Train people directly to implement your new process. Record the presentation, and now there is a deluxe video version. Create a community site around your customers. BONUS. Repeat this entire process, but instead of only going out I to the web to find leads for your next training, first offer it inside your community. Collect all your trainings into a paid website, and you can eventually have a paid membership, as well as an active community of buyers that grows on its own as you add more content to it over time. Of course, this is just a brief outline, but if you want to know more, let me know... —->
2 thoughts on “The Difference Between Worthless Information and Valuable Knowledge Is…”
Colin, great knowledge bombs. The important take away for me is the implementation part where your experience going through the process and then report back on your own findings based on the work you're doing. Another great nugget was that you pick a couple of sources so as to come up with your own hybrid process to implement.
Great read! Thanks.
Glad you like it, man. Happy to be helpful!