Selling shoes or candles, being a therapist or personal trainer does not make you a publisher. Yet it’s so important in this age to produce great content and act as though you are. The reason for developing all this content is that it’s a way of offering more to your potential customers, it makes you a credible and interesting source, helpful and reliable, a facilitator to get them to the answers they need to problems they face, and for that they are grateful and will reward you with visiting your site, purchasing your product/service and recommending you to friends. Yes please! But where do you learn these skills and get good enough to help it to grow your business?
There are a few simple ways you can develop great content:
1. Establish the problems your customers face and find answers
Learn more about your business from the inside and typical questions that customers ask, then feed that into your content plan to answer these. Simple.
2. Measure what you put out
See what likes, shares and clicks you get from certain topics and make a note of the content, try to establish themes in certain areas and start to hone the content output so you are continuously refining and improving.
3. Act like a publisher
If you were planning a magazine you would develop stories and plan you content into a calendar, looking at seasons, trends and events and setting deadlines and schedules to write that content. Just don’t get too fixed on your schedule, make sure you feed into it and edit it according to the performance of content you have already published – don’t be precious!
4. Document a strategy and be cohesive
Don’t use all your social channels if only two are right for you, and don’t take a scatter-gun approach sticking up different content topics on different channels, be cohesive and work from a strategic plan so that everything is joined up, from video on YouTube to your blog to Facebook posts.
5. Build your brand identity
This is a great opportunity to develop your personality and voice as a brand in the big bad world, it will help you define your business in your niche and your target audience will be able to establish a relationship with you. Also if you look to outsource this element, by doing content regularly you will be able to give a clear indication of how you want to be perceived and your brand identity.
All in all content marketing is worth doing and doing right. If you don’t have the time you could outsource to a consultancy like us, because if you are going to spend money to market your business content marketing is a very good place to spend your money- “content marketing costs 62 percent less than traditional marketing and generates about three times as many leads”