First, let’s start with defining what is meant by “content”. In my definition, content is a body of information crafted into a message to attract a targeted audience. For the purposes of this post for entrepreneurs, the message is intended for potential clients as a part of a plan to convert them into clients.
Once upon a time, when businesses wanted to get their message out, without coming off as salesy, they created a blog. The purpose of the blog was to create content that would be valuable to their potential clients, as well as increase sales indirectly. That content included how to best use their products or services and even other products and services that complement their own. A great example of this is Kraft Foods. Years ago, they started to publish recipes featuring the foods they sold to increase sales of those food products.
That approach is not enough for most entrepreneurs in today’s marketing world. Without being a household name, how do you convince potential clients to pick your products or services over those of others offering the same? The answer came in Bob Burg’s book, Endless Referrals. In that book, he said, “All things being equal, people will do business with and refer business to those people they know, like and trust.” Much like an unknown political candidate, entrepreneurs have to campaign. In conjunction with serving by giving value to potential clients, entrepreneurs are also required to be transparent and show who they are so that potential clients can feel like they know them enough to decide if they like and trust them sufficiently to purchase their products or services. To fast track familiarity, entrepreneurs now have to go beyond the blog. Available content still includes a blog, however, to seal the courtship, now there are social media platforms that allow content in written, audio and visual forms – as well as cool combinations of the three.
Video and live streaming of video is here to stay. Mark Zuckerberg of Facebook has already stated that Facebook’s algorithms will favor video. Start getting out your own commercials, interviews, behind the scenes sneak peeks, and more. Podcasting has not died down in popular but rather remains steady utilized in putting out content. Start broadcasting your own radio show, guest appearing on others’ audio platforms, and even allow those absorbing your content to respond via audio clips. Things have changed for the better; we entrepreneurs have more opportunities to create our own platforms to get our content out with the help of technology. Your content should achieve four things: [1] transparent to show your personality and what working with you would be like (fun, straight-laced, etc…); [2] include what is valuable to your target market (tools, services, reviews, curation, etc…); [3] touch into other worlds that are of entertainment or interest to your target market (sports, shopping, family, art, travel, etc…); and [4] finally be strategic enough to persuade and convert your target market into clients. Make sure that the content you are putting out and the vehicles that you are using to distribute it, isn’t something analog in a highly digital world.
If you need help creating content or crafting a content strategy that will elevate your expertise, attract clients, and here’s the kicker: create passive income in the process consider working with me. Let’s talk HERE.