If You Don’t Have Anything Epic to Say, Don’t Say Anything At All: A Guide to Understanding and Creating Epic Content

Forget about having something nice to say, how about only having something epic to say when you post content on your blog or hit “send” when delivering a guest post.

Content Marketers have the power to stop to the mediocre content that gets pumped on to the web every day. Think about it this way, would you rather have 100 decent but not great articles attached to your name with minor shares or two awesome pieces of content attached to your author profile  with tons of shares  that still get read regularly? As most marketers would, I’d pick the two articles.

It all starts with epic content (yes it’s a buzzword but I love it) and following my favorite golden rule of content marketing, “if you don’t have anything epic to say, don’t say anything at all.”

We’ve all felt the thrill before hitting the “publish” button on a post that we  know is really good. Whether we filled it full of useful data or spun a topic in a brand new way, it’s true that we usually know whether or not a piece of content is awesome before the results (social media shares and traffic to our site) tell us so. On the flip side, we’ve all also felt the empty feeling when publishing something we’re not proud of but we read somewhere that we need to be publishing content almost daily.

Though I don’t think you should let your blog and content marketing strategy grow sparse, I do think that one or two fantastic posts a week are better than a mediocre piece daily.

What is Epic Content?

Epic content is a brain child put in to words (or an infographic) that has the potential to go viral if promoted properly.  It’s a piece of content that makes our blood rush and our faces smile upon publication.

Joe Pulizzi, my content marketing guru, inspired this article and my own content marketing platform with this article where he acknowledges that there was a time for more content, “but that time has passed.” In his upcoming book, he said that he has one goal: “to say something worth saying.” I love that!

Joe Pulizzi’s words left me with this thought: what if before we published any piece of content we always asked ourselves: “does this article contain something worth saying?” Here is the theoretical answer to that: we’d all publish a lot more epic content…


Examples of Epic Content

Infographic: From simple to elaborate and packed full of stats and pretty colors, good infographics get shared like crazy. Here is a post from Neomam that contains 10 beer themed infographics that got passed all over the web.

Simple graphic: This easy to make graphic from Creative Something got a ton of shares. It shows us that we don’t need to have pretty pictures and in depth explanations when our content is created out of inspiration.

Expansive post: Copyblogger stated that blog posts that go viral are usually a minimum of 1,000 words. A thorough post that covers every aspect of a topic is a valuable resource for anyone in that niche.

Case study: Case studies not only show how effective your brand/product is at something but readers love tangible evidence and data and love to share facts! New York Times did a great compilation of case studies done well.

Statistics: If you have the ability and information to publish new data, do it now. Bloggers are always looking for new data to quote and share. For example, this report from Technorati is buzzing right now and has made it’s way in to a ton of articles because they offer new data on influencers and digital marketing trends.

Blog series: A good blog series can go viral because just one post can reel in an audience to read the entire series instead of having to start from scratch with post promotion.

Awesome title: Some titles are just too awesome to not click on. However there is a fine line with this tactic because you don’t want to provide a title that baits the reader and then provide content that is mediocre and doesn’t hook the reader in the first paragraph. Example of an awesome title with a post done well: Don’t Read This or the Kitty Gets it, from CopyBlogger.

What Happens When You Write Epic Content

  • Your content gets shared with people who share with other people
  • The traffic and exposure to your site goes up
  • You are taken more seriously as a brand and/or an author
  • You can establish yourself as an authority in your niche
  • The comments posted on your epic content from your readers are great self-esteem boosts


Create Less Content but Get More Traffic

If you think about it, if you put the same amount of creativity and time in to one great piece of content that you would put in to producing five mediocre  pieces of content, you should acquire more hits and more traffic from one piece than the five  pieces of content that hardly anyone thinks is worth sharing.

When you have an idea that is any combination of the following—unique, engaging, creative, innovative, new, a trend setter, hilarious or never been said before—the idea goal is to not just give it one digital home in which to live. The goal is to spread that one idea across as many outlets as possible. It’s not lazy, it’s actually smart to get so much exposure to one awesome brain child. Epic content allows you to do more with just one idea.

Just How Much Content Should One Epic Idea Get You?

Tons of content! It sounds too good to be true but if you think about it, it’s the idea that counts and it’s the great ideas that are sparse. So instead of trying to make a list of all the good ideas you have, try taking your epic ideas and spreading them in to many forms of content. You really can do more with less.

The idea of doing more with less is to only bring to fruition the best ideas that you and your team have. When you have an idea that just “feels good,” you should be able to turn it in to quite a few of the following:

  • 2  posts for your blog
  • 10 guest posts
  • A handful of pins
  • 1 LinkedIn post and discussion starter
  • 5 Google+ posts and discussions
  • 50 Tweets
  • A YouTube video
  • 1 eBook
  • 1 SlideShare presentation
  • An e-magazine article
  • A webinar


How to Promote Your Epic Brain Child

A good idea can only get you so far. You need to effectively promote it and share it with other influencers. Market research continues to show us that the influencers are the bloggers so who are you going to get on your side to help you spread your awesome ideas? The bloggers of course!

When looking for bloggers to collaborate with and to share your words with, GroupHigh is a great tool for finding influential bloggers in any niche and allows you to hone in on bloggers with a variety of filters from location to post topics to Twitter followers.

Would love to see comments below with links and/or descriptions of your favorite pieces of “epic content.”

This entry has 4 replies

Thanks for mentioning Creative Something Kristen. It’s great to see such a powerful push for epic content, keeping in mind that “epic” doesn’t have to mean really intensive or overly-executed.

Hi Tanner, it’s the least I could do as I have been loving your blog for quite a while!

Kristen…I’m honored you included me in your post. This was an “epic” piece of content!

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