14 Jan Content marketing: How to create fresh, consistent content + build a loyal tribe
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
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:
- I’m a solopreneur who is juggling so much, I don’t have time to create content every day!
- I have so much client work, I create content whenever I have a free moment, which is rare
- I don’t really see why content is so important. It’s just social media posts and writing stuff that’s never seen anyway
- I outsourced and hired someone to write my content for me but they aren’t getting it right, it’s not vibing with my brand, and I have to take so much time editing it that it’s not worth the effort for little result
- When I’m not doing client work and running my business, I’m looking after my kids and family so I don’t have time to create premium content.
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:
- Form relationships with your target audience and create connection
- Get to know your target audience in detail to serve them the best way possible
- Educate and add value to the world and specifically your dream clients, to show them that you understand their pain points and you know how to solve them
- Build community and a tribe
- Build brand awareness
- Generate sales
- Share a purpose-led message that speaks your truth
- Build up your SEO
- Create a footprint or legacy, for long term and sustainable growth
- You can create content and reap its benefits, at no cost.
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:
- Social media. Social media is important for the growth of any business. Choose 1 or 2 platforms to start with and look at where your clients hang out online. With social media, you can mix things up and use a number of forms of content like written posts, video, blogs (for example that sit on your LinkedIn.) You have the power to directly reach out to your target audience, add value, get to know your following, and build brand awareness – for free. And, when you move to paid ads down the track, you have set out the foundations.
- Driving traffic to your optimised website is key to building brand awareness and growth. In addition to having your services, an about you section and other details listed on your website, it’s often useful to have a blog that is housed on your website. Here are 3 benefits of having a blog on your website:
- You are placing evergreen content on your website that educates and adds value. When people are finding out about you online, this is a good place for your dream clients to check out your expertise, and read about your experience and knowledge.
- When writing your blog, you are writing in your own words, showing your style, and adding your flair, which is part of your brand experience. A blog is a great medium for your target audience to get an idea of what you’re about and whether they vibe with you when they interact with your brand.
- Having a blog on your website is good for SEO.
- Ask yourself, what medium works for you? Are you going to show up consistently and kill it on video, audio or in writing? Knowing where you will shine and how you will best communicate to your target audience will help determine what forms of content work for you and your brand. Once you have determined this, own it, baby!
- With content, we rely heavily on social media to build brand awareness. But, just like in life, it’s not a good idea to put all of your eggs in one basket. We all use social media, but we don’t own anything on it. Have you ever read the T&Cs? I haven’t, but I’m guessing we are signing our life away. We already know we have no privacy left so it’s safe to say that we won’t own any content we post either. We hear horror stories about brands who have lost their profiles, their entire following, content, images, everything. Horrifying! So, instead we want to build an email list because this is a database we do own.
- Audit your day. Write down your day from the moment you get up to the moment you go to sleep and identify areas where you have spare time. This exercise will help you reframe your thoughts around how you use your time and how much content you can produce each week.
- Ask yourself, where do your clients hang out online and what forms of content they prefer to consume? Are your clients 9-5 workers who commute, new mums, students, startup geniuses? You know who your clients are and what their psychographics and demographics are, so where online will you find them? Pinpointing where they are and what forms of content they prefer to consume will help you.
- Ask yourself, what are your areas of strength? Content creation takes time so focus on your strengths and talents.
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:
- Is your target audience just finding out about you and what your brand is all about? (brand awareness)
- Does your target audience know you at this point, and the trust and relationship is building? (consideration and impression)
- Do you now have a strong relationship with your target audience? (conversion)
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:
- Your audience – the who and the why
- The content you will be delivering – the what
- The channels to use to promote your content (example, social media, email, paid ads) – the where
- The process you will distribute the content – the how.
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.