That’s what I was going to say! When many of us biz owners think ‘content’ we die a little inside. We immediately think, ‘hard work’ and watch Netflix instead, am I right?
Why is content so powerful?
Content is all around us, we don’t want to wish it away because it is the lifeblood of our business. It’s what allows us to amplify our message, attract our target audience, grow our hustles, and create our revenue streams.
I love content. I love words, the content mediums we have to play with, educating and providing value, and I love that I can communicate with my target audience. We are alive at an incredible time. While a lot of people say, “boo, the WWW is saturated with content“, I think “woo hoo, there’s opportunity to reach out directly to the early stage hustlers I serve and say ‘Hey, I’m here, I can transform your life and this is how!‘”
Content marketing is a long term strategy that centres on building relationships, trust, and creating connections with your target audience by providing high value content, consistently. A content marketing strategy will only work when you are providing premium content.
Your target audience may find you online and watch you for days, months or years but, with content, you are setting the foundations and building the trust to make the purchasing decision much easier, whenever that may be.
COMMON PROBLEMS BIZ OWNERS HAVE WITH CONTENT CREATION
The issue many early state entrepreneurs grapple with, when it comes to content marketing, is the time it takes to create content. As a result, there’s a tendency to create fast content. Just get it out there so it’s done and then you’ve ticked the box. The problem with that method is that people are smart and know the difference between a good and bad read. There’s so much content out there that we, as biz owners, need to create high value, premium content to be seen, heard and listened to. Otherwise, what’s the point?
We won’t get to the top of search results on Google, we won’t have visitors to our websites, we won’t have followers on social media, we won’t have a continual flow of traffic, we won’t have a strong email list, and we certainly won’t have sales coming in. The entire reason for our business’ existence is to be seen, heard and listened to by our target audience so that we bring in sales!
Another issue people tell me they have is creating content consistently. I ask my clients how often they are producing content. Sometimes it’s 2x per week, sometimes 4x. Rarely do I hear daily.
Here are some comments I receive:
Have you thought or said any of these things?
HOW TO SOLVE THESE COMMON PROBLEMS
There is a way to create content without it taking over your life and producing content consistently.
It’s by having a plan. Having a clear structure or strategy in place, will lead to clarity in your purpose, efficiency, and will help streamline the task at hand.
Have you read my blog on How to Repurpose Content Like a MOFO? If not, check it out because there are some incredible tips on how to cut down your time spent creating content.
I’m going to give you a content formula below.
BENEFITS OF CONTENT
With content, you have the power to reach out and directly communicate with, connect with, and attract your target audience. And, you will boost revenue and build a tribe. Doesn’t that warrant more effort and focus?
Through the power of content marketing, you are able to demonstrate to your target audience that you understand their pain points and struggles, and then demonstrate how you can solve them and transform their lives. That sounds pretty good to me!
With content, you have the ability to:
CHOOSING THE TYPES OF CONTENT TO CREATE FOR YOUR TARGET AUDIENCE
Content comes in many forms – social media, blogs, articles, video, podcast, infographics, cheat sheets, workbooks, templates, white papers, slide decks, case studies, demos, email, paid ads, public relations, to name a few.
People have different preferences of how they would like to consume content, including your target audience. Perhaps people may prefer video to watch while they are having dinner, listening to a podcast while commuting to and from work, or reading an interesting blog or article on a Sunday morning. Good old-fashioned written content is still very popular.
In the early days of growing your biz, you might be overwhelmed in what forms of content you should choose.
Here are a few things to consider:
THE CONTENT MARKETING FORMULA
STEP 1: Audience – why are you creating this content and who is this content for?
Having a strong understanding of your audience will help you identify your purpose, the kind of content you need, and the forms of content. Look at your target audience’s pain points and struggles, demographics and psychographics.
STEP 2: Understanding the customer journey (and building your know, like and trust factor)
Understanding the customer journey will help you to know the stage your target audience is at (brand awareness, consideration and impression, conversion).
The different stages:
Knowing this will help you know what content to produce content that speaks directly to them.
STEP 3: What’s the message?
This is where you bring in your branding experience. Having a clearly defined brand personality (voice, vibe, perception, purpose, points of difference) will help craft your message, and with the content you create.
STEP 4: Plan.
Set your goals and create a plan of action with the content. Having a yearly calendar that notes out all of the big events in the year for your business is beneficial. Dates that you would want to mark in your calendar include product / service launches, masterminds, specials, and other big dates. This will help you determine the type of content to produce, when, and how.
In the planning stage, you will put everything together and look at:
Then you will create a task schedule to create the content.
STEP 5: Promote and measure
Tracking and measuring your goals is crucial to determine the success of the content you produce. Content at each stage of the customer journey will be measured differently and will have different goals.
At the early stages of the customer journey, your goals won’t be revenue-based. They will generally centre on brand awareness, educating, and engaging. This is where your target audience is just getting to know you.
Later on down the customer journey, this is where your goals will be based on revenue. Further down the customer journey, your target audience has gotten to know you, they like and trust you, so are more likely to buy from you.
STEP 6: Engagement
There should always be a communication flow between you and your target audience. This will help you better understand your target audience and will also help further nurture the connection and relationship.
MAKE YOUR LIFE EASIER WITH THESE CONTENT CREATION TIPS
Batching – every biz owner will have a different style when it comes to content creation. I like to create content in one sitting for the week. This is called batching and is an efficient, effective and streamlined way to approach content creation as it keep you focussed and free from distraction.
Repurposing – your old content is still gold. It’s not always about creating new content. Check out my blog – How to repurpose content like a MOFO for more on this.
Automating – it will make your life so much easier to find a tool that you like and automate as many processes as you can. Find a social media scheduler that works for you and automate your posts.
Content creation is a crucial to the growth and awareness of your brand, and it is key to creating connection with your target audience. Content marketing sounds overwhelming but the secret sauce is having a system that will streamline your tasks, and help you to set your goals, tasks and priorities. Content marketing is a critical area of marketing to grow your business for long term, future success and to generate revenue.
Let’s grow your hustle!
Hi, I’m Simran, and I’m here to help savvy new coaches and service-based business owners start and grow a profitable business and land clients with intentional action and strategy.
And, I am here to help you catapult your online visibility with confidence and authority, while being authentically you.
If you want to work with me, find out more about my coaching services.