The Steal Club - Content is not king anymore

Hey everyone!

I hope you had a great week. I myself spent a few days off traveling. Much needed rest.

On the business side of things, I have something planned this week. I reserved one full day of this week to just ✨Think✨. 

Think about my business, on this newsletter, my content... Let's see how that goes.

Now let's get into today's issue!

Time to read: 3 minutes and 9 seconds

They say content is king. 

I disagree.

This might be a somewhat contrarian take on content creation, but I think that Format > Content

It doesn't matter how awesome your content is if people can't get to consume it.

Let me give you an example:

Let's pretend the tweets below have the same content.

And let's pretend you are scrolling through Twitter.

Which one would you 100% read and which one would you ignore?

As audiences' attention spans get shorter, easy-to-consume content wins.

This often translates into:

• Less fluff.
• Simpler language.
• Use of visual help.
• Visually appealing written formats.

In today’s world:

• 1 visual > 1000 word essay
• 15 sec TikToks > 15 min YT videos
• Structured newsletters > Kilometric blog posts
• 1h masterclasses > 15h lesson courses

Content used to be king. 

With the reduced attention spans, not anymore.

Your content still needs to be good to succeed. But in order to really do it, you need to also think about how to format it.

There are of course exceptions.

Not everyone likes fast-paced content. People still read books. And people still watch 30-minute Youtube videos.

But as it is today, short and easy to consume wins. Or that's how I feel about it.

Would love to hear your opinion on this!

Do you feel like the trend toward simple and easy-to-consume content is true?

This ad slot could be for your brand or project.

If you are interested in partnering with me to advertise to 3k+ creators, makers, and entrepreneurs, contact me at alex@stealclub.com or check the button below 👇

I’m not sure if I can classify this as a growth tip but it’s definitely something you should do as a creator:

If something worked out for you, keep doing it until it doesn’t.

While I was looking at some creator's top posts (you know, for stealing purposes 🕵️‍♂️) I noticed something.

Among their most-liked tweets of all time, there were common structures that were repeated all the time. Let me show you an example by Julian Shapiro:

It’s the same structure! Even almost the same topics. And all with 1-month difference between the two.

Another example, by Wes Kao, founder of Maven:

But that’s not all, she has used this thread hook effectively at least 6 times in total in the span of 3-4 months.

And you know what? It’s perfectly fine!

If it works, why shouldn’t you do it?

As creators, there’s always the pressure to try to be original. New content, new formats...all day long. That’s the easiest road to burning out.

The takeaway: if you find a formula, exploit it.

Most people won't even notice. And the ones who do, don’t really care!

This is a pretty fun format. It’s:

• Visually appealing
• Information dense
• Easy to consume
• Prompts people to action

You only need three elements:

• A “How to do X or Y” at the top
• A listicle of the steps to do that “X or Y”
• A “What am I missing?” line at the bottom

The core of it all is to share the step by step or tips for doing something. Then ask people what are you missing. 

People love to participate in this kind of thing. I got around 26 replies to this tweet.

The best part? They gave me even more tweet ideas.

Why don’t you give it a try?

🔗(THREAD) A cool breakdown of how Dickie Bush writes his Twitter threads.

🔗 (COURSE) The Content OS: A system for creating 5-10 quality pieces of written content every single day.

🔗 (TOOL) Tweet Hunter: Step up your Twitter game. Over 2M+ tweet library, AI writing, key features like the auto-RT...This is the tool I’m currently using for my Twitter account.

Note: Some of these links are either ads or affiliate links. But rest assured, I only put things here I tried myself or highly trust the people or team behind.

And this is it for now!

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See you next week!

Alex Llull

Thief Master

The Steal Club