One of the biggest marketing boo-boos that entrepreneurs make is incessantly talking about themselves. They are always talking about how great they are at an assortment of things: their education, their achievements, etc. It is not about the entrepreneur or the business—it is about the people you want to reach. Prospects are only concerned with what you can do for them and how you can solve their dilemma. So if you’re so busy blathering on and on about yourself, how is the focus on them?
You can attract people to you by providing them with good content. Give them something of high value for free, which is known as content marketing. People prefer to learn before they purchase. They want to be educated rather than pitched. Your content should answer their questions, ease their fears, and energize their desires. More importantly, it must spark them to transform their life through your solution.
Two ways to educate your community are:
Blogging on a regular basis
- Do weekly or monthly themed posts to your blog
- Ask to guest post to a blog that has the same (or similar) target audience
- Link to old blog posts in your posts. Old blog posts become buried. Send traffic to them. Keep those old ones alive by backlinking.
- A free sample of high value content
Content marketing is effective because:
2. Word of Mouth Ripple Effect
4. Cost (it costs 1/3 of traditional advertising for three times the results)
Before posting your content anywhere, ask yourself:
- Does this content educate, inspire or build trust?
- Does it align with my brand?
- Is it authentically me?
- Am I placing it where my audience will see it?
10 Ideas for Creating Content
- Interview Someone Else: it can be as simple as you sending someone a few questions via email.
- Take Them Back in Time: Reminisce and reflect on how it has changed for better or for worse. Readers love nostalgia and the younger generation may be able to use it for research.
- Create a Checklist: Make a list of items required, things to be done, points to be considered, or items used as a reminder.
- Identify Common Problems: Describe a frequent problem and then provide solutions.
- Take a Stance: Factually address a controversial issue, but be on the side of caution! Make telling the truth your goal and the controversy the side effect of that truth.
- Create a List of Goals: Help readers set realistic goals by providing a list of common goals in your niche and identifying measures and milestones to achieving those goals.
- Identify the Golden Rules: Provide a list of rules that sum up the primary lessons you've discovered or learned through your experience and expertise in your niche.
- Get Seasonal: Select a holiday or season and provide tips or insights relevant to the festive context (e.g., decorating, presents, traditions, consequences, etc.).
- Create a How To: Like a recipe, provide the chronological steps to achieve a particular end goal as well as list the ingredients or supplies needed.
- Share the Love for Someone Else: Create partnerships with another business owner and cross promote each other’s information.
In the series, 12 Days of Christmas + 12 Days of Business Tips