Master Your Content Strategy + Attract MORE Ideal Clients
MASTERING YOUR CONTENT STRATEGY TO ATTRACT MORE CLIENTS
Ok so, content marketing is an essential part of any online business, well any business for that matter. Which is why it is a perfect way to communicate and speak to your target audience and ideal clients. Here is where this ship is going to either sink or swim… your PLAN. Content strategies have to be in place, you can’t just willy nilly be throwing things out there, posting content randomly and not articulating a clear and consistent plan to deliver that content that you work hard on! Without a plan, it can become increasingly more and more difficult to produce content and come up with topics, which in turn prevents you from reaching, grabbing and HOLDING the attention of your target audience.
I am a big planner - I love having to do lists and schedules and all of the above. So creating a content schedule was one of my very first steps in regards to growing any business. If you’re new to blogging or looking to relaunch your online business, it’s important to have a planned-out blog and content strategy under your belt.
Now the time has come, so let’s dive in! In this post, I’m going to chat about a few ways (albeit there is no right or wrong way to do it) that you can develop a strong content strategy - and set yourself up for success.
First things first, HOW WELL DO YOU KNOW YOUR Audience?
The better you know your audience, the easier it will be to communicate to them. In a perfect world you should be talking about something you are really passionate about, it will make this whole process a heckuva lot easier and the clients will feel magnetic. For example, if you are producing content about ‘getting started as a health and fitness coach’ and this is something you’re an expert on from personal experience, try to think back to your beginning. Or your middle or wherever you’re communicating to. If your specific niche is helping established health and fitness trainers break into the online world of online fitness coaching - then try to really communicate to your past self in that situation. Make sense? Think of when you were there, and make sure you can offer insightful advice to your audience from this perspective. What did you need then? What would be MOST helpful to hear?
If you experienced something, or had a student that you helped through certain hurdles, there is a good chance that your next student will have many of the same or similar struggles that you can speak to. A few great elements to wrap into sharing these experiences are….
Optimism - It is always good to share the good, the bad and the ugly but do so in a way that you are propelling your readers goals, dreams and aspirations. You don’t want to be doing more of the ‘scaring’ when they are likely feeling a bit lost and in over their heads to begin with.
Call to action: Don’t forget your objective. You’ve got to always be sure you’re implementing calls to action, it doesn’t have to be a hard sell by any means (in fact try to avoid that at all cost) Rather and opportunity to communicate: ‘I’ve been through this myself, I’m sharing my story with you, and I can take it a step further to help you through the same experience’ If you’re looking for some more insight on how to craft the perfect CTA you can download my free ebook here!
Success Stories: Depending on your content and niche, this can also be the perfect place to implement some testimonials or client success stories, or heck, even your own - showing your readers and audience that others have experienced great success by doing XYZ is powerful.
Before we discuss your content strategy, it’s important to note how meaningful blogging is for marketing your online business.
Blogging is a necessary addition to your online business because it allows you to tell your story and showcase your personality. Not only will posts add to the content on your website, but they’ll also influence your social media marketing efforts. By sharing your posts across all media channels, you’ll significantly enhance your marketing efforts and you’ll reach more people, which is exactly what you want your business to do.
Your blog content also works to help build trust and credibility with your audience. As you work towards structuring your content around your audience’s needs, you’ll develop a voice of authority. Once your blog content strategy is in place, you’ll eventually grow to be their “go-to” expert on your particular niche or subject matter.
Regardless of what you’re writing about or who your audience is, there’s something you need to avoid when it comes to blogging – not delivering consistent, quality content. Your content should always be relevant to your audience and your niche.
Don’t make the mistake of producing too much content that might spam your readers – make sure you are exploring relevant subject areas, and are answering questions that your readers want more information and answers to.
Many businesses also make the mistake of developing content randomly, and it can damage their relationship with their online audience. They may post content every day for a while then once a week, or a few times a month. It’s too hard to gather a following with that level of inconsistency. As a result, learning to refine your content strategy will help you avoid these mistakes in the future.
GIVE, GIVE, GIVE -- (THINK, JAB- JAB- JAB RIGHT HOOK)
One of the best ways to grow a fruitful business, is to come from a place of GIVING. Don’t start out thinking of how you can make X amount of dollars, or how high of a price you can list your services at. I know that it can seem hard to wrap your mind around, but if you initiate your business from a place of how you can HELP others… What you can GIVE… The leads will come, the deals will come.
CREATE YOUR BLOG CONTENT STRATEGY
First, you need to identify the type of content you’ll be creating. Ask yourself the following questions:
What topics are you going to write about?
What format will the content be in? Written? Video? Audio or podcast?
What type of content will your audience be most interested in?
When you think of your ideal client what do they need?
What emotional response do you hope to elicit when someone visit your site.
What can you GIVE to others?
What is your competition doing?
What looks good?
What shares your mission statement and goals?
Once you have those questions answered, it’s time to get writing. Start by writing down 1-2 main topics related to your business to get those creative juices going. Once you have those topics, you can start thinking of subtopics and expand from there. You can then turn those topics into individual posts.
Get into the habit of doing this on a regular basis, so you’ll have endless potential for content. Keep track of content ideas in a spreadsheet so you can avoid duplicating topics as time goes on. You can also use the same spreadsheet to help you track when you post, where you post, and how often your posts will be published.
Building a blog content strategy will help you maintain consistency and stay organized. Your blog posting schedule will also help you create content in advance, so you’re not a slave to your business while you’re out of the office or on vacation. There are plenty of ways to schedule and automatically post completed content, so you go on with your day without having to be in front of your computer.
HOW DO YOU MAKE YOUR CONTENT MORE ENGAGING?
Now that you have a stable content strategy sorted, it’s time to figure out how you’ll get your audience engaged with your work. Try the following tips to get your content the attention it deserves!
Connect with your Audience -- Looking for fresh new content to get your audience instantly engaged? Talk to them! See what they are discussing in the comments, and make sure to include this in your future content strategy. If you are a bit too ‘green’ to have many questions or requests from your current audience, make it a point to connect and network with 5 new people every week (you should be doing this regardless) connect with them - see how you can help - GIVE to them and in return just ask for feedback and what they’d like to see. From there, think of innovative ways to express your work to grab their attention and get them reading. Depending on your audience or social media platform, some will want to read, watch or listen while they’re on-the-go.
Tell a story: Nothing makes an audience more interested than connecting to your personal story; it grabs the readers’ attention and gives them the opportunity to learn more about you and your journey. It will help them feel connected to you and the people that you help.
T I M E: Creating quality content takes time. Dedicate the time to think of ideas that will interest and benefit your audience. If you know exactly who you’re targeting, you’ll find it easier to come up with topics. Listen to your audience, ask for their feedback and really truly engage with them in the comment section to get a better understanding of who they are, what your business can offer them, and how you can both grow together.
Cater to your audience: What good is content if it doesn’t relate to your reader? Make sure that (especially if you're asking your audience) you are delivering what they are asking for! That is how you really amplify your involvement and engagement and develop so much more trust.
One of the best ways to increase your engagement rates is to ask questions. This is a fool-proof tip that should already be a part of your blog and social media interaction. It allows you to develop a greater level of insight with your target audience, and it will help you connect on issues you are both passionate about. It also makes your content feel involving and conversational -- helps your consumers to feel like you are talking directly to them. As if you are BFF's :)
Super important lesson to learn here is that consistency = more attraction. Particularly, blogging regularly and consistently, about what your audience wants to hear... translates into consistent marketing, which leads to consistent clients... AKA consistent BUSINESS!
Developing a blog content strategy for your business will help you do just that!