Content marketing is a powerful way to spread the word about your business and connect with your growing audience. From social media, blogging, email newsletters, videos, and podcasts, there’s never been a more accessible way to share value with your potential clients.
The purpose behind content marketing is to create ways to educate, entertain, and bond with your audience, so they can get to know you, like what you’re all about, and trust you enough to hire you.
Now, creating the content itself can be a challenge — especially if you’re committed to being consistent with you it. Writer’s block, visibility, organization, and repurposing can keep you stuck from producing content that converts. So this week, we’ll talk about how to create content in a way that’s simple and strategic so it engages your audience and leads to more sales.
1. Make sure your mindset supports you to CREATE!
When it comes to creating content, there can be major mindset hurdles to overcome. For me personally, one block I had was feeling like I have nothing original to say. This thought kept me staring at a blinking cursor on a blank page for wayyyy too long!
The truth is, I DON’T have anything original to say…because it’s all been said before. BUT — I DO have original experiences, perspectives, and stories that I can use to teach MY audience and relate to them in MY way.
One of my mentors would say, “You are SOMEONE’S messenger” which gave me the permission to take my knowledge and use my words to teach the content, because it may be the way someone needs to hear it.
Letting go of the pressure to be perfect, original, smart, or whatever may be a great first step in allowing yourself to show up to be YOU and cultivating more inspiration for your words.
2. Know What You’re Selling So Your Content is Strategic
In order for us to create content FOR our business, we need to know what specific product or service we’d like to sell. This helps us be intentional that our content is leading our audiences to a way to work with us.
This is also a great opportunity for us to educate our audiences on topics that may what to learn about, address concerns they may have, and ultimately attract the RIGHT people and repel the wrong ones.
For example, if I’m intentionally filling my 1:1 business coaching practice, I’ll specifically create content around CEO/leadership mindset, sales strategy, and client experience tips so that I’m giving value around the work that I do.
Another example could be an Essential Oils educator who would like to sell out a workshop. She could share about the different products, before/after results, and answer FAQs.
When you know what you’re selling and create content around that, it gives you a framework or filter to write about which can actually lead to even more inspiration.
3. Get specific with your expertise.
What do you want to be known for?
Your content is the cornerstone for sharing your expertise. So instead of overwhelming yourself and your audience by writing about EVERYTHING you know (because I know you know a LOT), let’s narrow it down to 3-5 content categories so you can write a weekly theme for each.
Let’s use business coaching again as an example with CEO mindset, sales, and client experience as my content categories. Under CEO mindset, I can go even further and write about clarifying your mission and message one week, hiring your dream team the following week, and identifying your income producing activities the week after that.
It helps my audience as well because they can go deeper into learning about a topic.
4. Share it across all platforms
Once I write the content for each theme, I want to share it everywhere and repurpose it so it reaches the right people.
Each weekly theme allows me to write social media posts. This can be turned into a longer blog post that is published on my web site and sent out to my Letters For Leaders e-newsletter community.
This way, I can engage with my audience and do my best to make sure my content is making a difference in people’s lives. One of my favorite things is to answer comments and emails from people to hear more about their challenges and how I can serve them. This type of engagement inspires me with more ideas for content so I can continue to create things that resonate with people.
Content marketing doesn’t have to be intimidating once you find a rhythm that works for you. When you get specific on what’s holding you back, what you’re selling, what you want to be known for, and what your favorite platforms/type of content are, YOU have the power to connect with your audience in a way that works for you.
Let me know in the comments what was your biggest takeaway from this week’s blog post!