One of the best motivational speeches I heard did not come from a business event or a Ted conference.
It came from the Academy Awards phase. Matthew McConaugheys Three-minute acceptance speech for the best actor Oscar delivered a life hour that I have held up to me in the past ten years.
McConaughey announced three things that he needs every day: something you can see, something you can look forward to, and a hero for chase.
Anyone who hunted could surprise them. At the age of 25 he chased himself at the age of 25. When he turned 25, his hero became Matthew at the age of 35. Now that he was 55 years old, he is (probably) chasing Matthew at the age of 65.
The point? He will never catch his future himself. But he works every day to become someone who is worth pursuing.
This lesson is not just about personal growth and the determination of high standards. It is also a damn good way of thinking for marketing and content creating. I talk about it in this video or read more details.
Why it’s not worth playing it is not worth it
People have explained content marketing as “brands like a media company”. This is not a clever way to describe only part of the marketing.
It is the life elixir of modern marketing itself.
But if your content does not give your audience to someone – or something – to chase, she does not illuminate a spark. And if you do not shed light on this spark of inspiration, you lose people in the endless noise of the competitors who claw after their attention. You will never be interested in staying with it.
Unfortunately, most of the marketing content is boring today. Secure. Vanilla.
Many content teams make up content and FAQ content to play the search algorithm. Others concentrate on hot takes to become “viral” for five minutes.
The teams are so pushed for popular content that they do not concentrate on meaningful work.
Safe, boring campaigns not only inspire, but cost more money. Studies show that you have to give your budget tens of millions to meet the performance of a well thought -out, exciting campaign.
Playing attentively is also a quick track to lose your lead. Consider the content of generative AI from the largest technology companies. It should build up excitement and trigger inspiration, right?
The titles attract attention (10 ways AI will revolutionize their marketing today, as they use strategic AI for quick victories in marketing, etc.).
But then click through only 500 words to find the neck before the article finally gets to the meat what the same 10 tips that you have already read in four other articles.
Sure, some of the advice could be useful. But anything can be held of it and think: “Wow, this company helps me to understand where the world leads and I am inspired to explore where I fit?”
Probably not.
I do not say that content, basic industrial knowledge or helpful advice should not be part of your strategy. This content has its place.
However, if you answer questions frequently asked all the time, you can present answers to the questions that no one has asked.
And that’s a mistake – because vision (not repetition) inspires the audience to ask new questions.
A practical approach to expand your visionary content
Why do companies struggle with real thoughts, visionary or even outside of the box content?
Many companies simply see it as too risky. It is easier to write about what is already popular. You know that it gets clicks, likes and even a few conversions.
However, if you only create content for the here and now, join a short -term way of thinking, and your audience sees you as a commentator, not as a guide.
You could follow your advice, but you won’t follow your brand. You risk becoming irrelevant in the course of the conversation.
Here is the good news: you don’t have to choose between practical and inspiring content. You can do both.
Creating visionary content does not mean giving up practical content. You just have to achieve a balance between the two.
Your brand becomes a guide that says: “Here is what you can do today – and here we can go together tomorrow.”
Try these suggestions for the inclusion of more visionary work in your content plans:
Think in horizons
Share your content strategy into three horizons:
- 1: now (60%): Practical, implementable “instructions” that solve immediate problems
- 2: Next (20%): Future -oriented knowledge about trends that appear in the next few years
- 3: Beyond (20%): Big, brave visions about what the future could look like in 5 to 10 years
The visionary content shines in Horizon 3 (beyond) and strengthens Horizon 2 (next) by determining the stage for short -term trends.
When these horizons work together, your strategy becomes more coherent and meet your audience where you are today while showing you where you could go next.
Do it through your audience
In visionary content, it should not be about the goals of your company – it should be about the dreams of your audience.
Ask yourself:
- What does our audience want to achieve in 10 years?
- What does she hold back today?
- How can we help close the gap?
If you can align your vision with your efforts, you not only create content, but that you build trust.
Bridges big ideas with action
Creating visionary content does not mean that you cannot offer steps that your audience can now take. Vision without action only dreams. Give them clear, tangible actions that you can take today.
For example, if you write about the future of long -distance work, you recommend tools or habits that you can now apply to prepare for the shift. If you describe a world that is changed by sustainable energy, offer tips on how to start reducing your CO2 footprint today.
If you connect the future with the present, your vision feels real and on your grip.
Secure it with progress
This is my favorite tip. There is no large visionary content in a vacuum. It is not so abstract that nothing exists to support the vision.
Combine your great ideas with stories about real progress – be it the successes of your company, the industry breakdowns or the inspiring examples of other companies or markets. Show your audience that the future you describe not only possible – it already happens.
For example, not too long ago I worked with a small B2B software company in the industry for the industry for the marketing industry for marketing.
At first the team was the feeling that everything that could be said about marketing measurements was said. And when they started thinking about a visionary application of analyzes, the ideas sounded like the promise of flying cars: daring, futuristic concepts with little details about how they would work.
So the team changed gears. Instead of restricting yourself in keywords such as “real -time information”, “AI” or “Predictive Analytics”, set a new vision. They imagined a future in which traditional analyzes – dashboards, visualizations and data records as we know them – simply did not exist.
In this vision, the technology works quietly in the background and transforms raw data into implementable knowledge without human intervention or interpretation. No dashboards, no diagrams – only pure intelligence delivered when and where it is needed.
You will be your (idealized) mirror
A great visionary content reflects the inspired, idealized future of your audience. This is the heart, your audience to give someone or something to chase.
Since your brand has created this reflection, you are not just part of the noise – you are your partner on the trip.
If you do it right, you will never catch the future you are pursuing into the future – and your audience will not. But that’s not the point.
It is about gripping, building further and inspiring things that are worth striving, striving for.
It’s your story. Say it well.
Hand injured content:
Cover picture by Joseph Kalinowski/Content Marketing Institute