6 Ways to Ensure You're Not Killing Yourself & That Your Content Strategy is Converting
Creating content for your business should be a thoughtful, intentional act. Meaning every piece of content you share or create should be working to meet your goals as a business and speaking to your ideal client.
However, this is one of the areas most business owners get tripped up with, wind up procrastinating on, or missing the mark.
This can lead to a whole lot of very little results, frustration, and exhaustion.
Here's the good news, there's nothing to fear here.
There's no need to overthink and believe you aren't up for the challenge, because you are, and I'm going to show you how to get there today and moving forward.
As with anything, creating content is a skill that refines over time. It's not something everyone knows right out of the gate. I didn’t!
6 Steps to implement so your content strategy has your back
Today, I want to offer a handful of suggestions so you’re sure you're not only creating great content that’s attracting the right people but that every single piece of content you share is working to sell your services.
Bottomline: you're no longer wasting your time.
1. Set goals:
OK, you know that quote "a dream without a plan is just a wish"? Well that's the same thing for a content strategy without goals. If you don't have goals behind your content, you may as well be wishing that your services will sell themselves.
Because that’s essentially what you are doing.
Every single piece of content has to have a goal behind it. Nothing you share online should be without an objective.
Goals for businesses looking to grow their business online should be focusing on:
Brand exposure: establishing oneself as the go to in your industry, demonstrating your expertise and knowledge, being known for what you do and how well you do it, etc.
Traffic: driving traffic back to your website, blog post, services, shop, etc.
Growing your audience: gain followers on social media, convert those social readers into email subscribers, turn those readers and subscribers into buyers and long term clients.
Sales: exactly as it sounds.
There's many, many goals to shoot for and you can create your own KPI's (key performance indicators) to figure out what works best for you. But the above goals are the main goals every business should be thinking of at all times when creating content.
2. Focus on pain points & solutions
As we all know - because it's been drilled into our heads since like 2006 - no one has an attention span anymore, you have literal seconds to grab people's attention. And the quickest way to do that is to speak right to what they're dealing with in this moment.
What they’re frustrated with or need help with solving.
Focus on your ideal clients pain points, struggles, and issues and offer ways to solve them. It's that simple.
You’re damn good at what you do. So sit down right now and write out a list of all of the problems you solve for your clients. Then break down how you solve those problems with your solutions. And then create content from those lists.
Example: Right now you're reading a post about how best to create content. Most likely because you, like my clients, struggle with this issue and you want to get better at it. This blog post arose out of what my ideal client’s struggle with and need help solving.
3. Refine, refine, refine
There once was a time online where you created lots, and lots, and lots of content. My god there was lots to create!
That's no longer the case (because see my point about people having no attention span above). There's too much noise. And if you're churning out content for the sake of churning out content, you my friend are wasting your time.
You don't need to create tons and tons of content anymore (for the most part). What you need to do is create content that is specific and helpful. So get intentional about the kinds of content you create, and refine the shizz out of it.
If that means 2 incredible blog posts instead of 6 fluffy ones, do it.
Pro-tip: Have an old blog post you wrote 3 or 4 years ago but it’s not totally relevant anymore? Clean it up, edit, add an editor’s note like I did here, and change the date. Voila! You have a new blog post with even better info to share!
4. Stop sharing others content
I can't believe I'm typing this. As someone who loves to build community and share the wealth, this is hard for me to say: but don't share others content. At least not often.
As repeated continually throughout this post, the Internet is noisy AF; you have a limited amount of time to get in front of people. Don't waste your time sharing a ton of other people's content. You're doing free labor and driving your traffic elsewhere.
Now listen, this is a much more nuanced convo than I have time for here. So please understand me when I say I’m not saying do not ever share other's content, what I’m saying is the idea of being an aggregator of awesome content is old strategy. It's not helpful to your business anymore.
Should you share others content now and then? Absolutely. I do! But because I know I have little time to grab someone's attention I’m very selective about what I share and how it serves my goals as a business.
Be selective about what you share, and make sure everything that you are sharing (that isn’t yours) is doing a job for you: establishing your expertise, positioning you, etc.
5. Diversify your content
There's no need to create brand new content for every single marketing channel you're on every single day. You’ll kill yourself doing that.
Mix it up and aggregate your own content.
Take bits and pieces from your weekly blog post/podcast/video/etc and share it in multiple different ways across your channels. Spin it form a different angle. Snag some soundbites that drive home your point.
For instance, with this blog post I'll probably share a few different bulleted points as separate posts for LinkedIn, my newsletter, and Instagram - most likely 3 or 4 different ways. In some of those posts, I'll link back to my post, in others I won't.
And if I’m feeling crazy, I might do a live video where I dive even deeper into one of these bulleted points. That way my entire week focuses on the education happening in this post.
6. Get personal & engage
People invest in people, not brands. So while you absolutely have a brand, people want to know who you are. Don't be afraid to get personal and let people know who you are within your content.
This not only makes you relatable but it allows people to know what to expect and trust you. So when you do share a long ass blog post, a quick video, or a new podcast they aren’t going to hesitate about committing to you, they are going to click on that in a heartbeat.
Growing a successful, profitable business that has longevity is all about building relationships into your business. That all comes from and starts with you!
Brick by brick
At the end of the day, creating a content strategy takes lots of little steps. Each action you take to create a solid and cohesive strategy should mean something. Sharing and creating content that spells out who you are and what you know and how good you are is integral to growing your business online.
Whether that’s through blog posts, video, or podcasts you are establishing yourself as the go to person within your industry. That takes time and forethought, and all of the above suggestions will help you get there.
Brick by little brick you’re building your business!