What does exceptional content mean to you?

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PYBOP Scribbles #2. What exceptional content will your key unlock? Click to enlarge image.[/caption] Improve your business and improve the world? Why not? It seems many exceptional business are doing just that. Imagine the impact of:

• Better working conditions.
• Healthier environment.
• Stronger appreciation of individual talent over conformity.
• Healthier, stronger people.
• Broader cultural awareness and acceptance.
• Broader visibility and support of local artists, musicians and entertainers.
• Stronger education system.

Stronger, healthier, broader, better. In my very anecdotal sample of clients and potential clients I've been talking to lately, it seems the ones who have some kind of mission to improve the world (along with their bottom line) are doing just fine in this economy. Hmm. And (lucky me) they have huge potential for delivering exceptional, valuable, game-changing Web content. It's so exciting to think of the larger mission when building a content strategy -- not just a story. A big story. Not just a call to action. A movement.

How to Be Exceptional (in 5 easy steps!)

So what does it take to be an exceptional business and create some truly valuable content worthy of shouting about? Here are some ideas to get started:

1. IDENTIFY: What is really important to you? Make a list. Prioritize.
2. CHECK YOURSELF: (Yes, say it with a snap!) Are your priorities included in your business mission statement?
3. EXPRESS YOURSELF: How do you show appreciation for your biggest fans: your customers, vendors, and employees? Is there something only you can provide online that is valuable and useful for them?
4. EDUCATE: Are your fans aware of #1-3? Do they agree? Do they have different ideas?
5. REFLECT: Someone told me once that what you dislike most in someone or something is often the thing you most fear exists in yourself. Consider what you don't like most about your competition. How can you counterbalance that?

To be exceptional means to be an exception to the status quo. To do things differently, not just because it's good for business: It's the right thing to do.