Why laser-focussed content matters
We’re bombarded by online content these days but that doesn’t mean you should stop posting. Quite the reverse – by being completely focussed on what you’re saying and who you’re saying it to, you could find that your content is more relevant and hotly anticipated than ever. And, if you have a service-based business, you can even use your content to attract your ideal customer and start to build those all-important relationships.
Why you need laser-focussed content
As humans, we automatically want to broadcast our thoughts, but the biggest mistake you can make is to talk about whatever you fancy. That’s not how content marketing works. You need your content to attract people in and you do this by writing about things they want to hear. Position your content from the perspective of your ideal customer: if you don’t know for sure what your audience wants to hear, then you are simply wasting your time.
What good content can do for you
Posting good, relatable content positions you as an expert in the eyes of your ideal customer. Think about what it is you want to be known for, what you are an expert in, and what service you provide. Work your content around these goals so that you can attract customers who are most interested in the services – or solutions – that you provide.
How to write focussed content
Look at the questions you are frequently asked by your customers. What are the top 5 things they are all asking? Create your content based on these questions. Remember to keep your answers simple – you’re not dumbing down or patronising your customers, but it’s easy to forget how much of your own trade you already know. Don’t bamboozle them with jargon – rather, write so people can understand your knowledge. If you show that you can relate to people they’ll be more inclined to keep returning.
Here are some more useful tips on content:
Break it down: write in small paragraphs that are broken up with sub-headers. This is good for Search Engine Optimisation when people are searching topics on the web, and it’s also easier for the reader to follow.
Don’t be copy-heavy: for an average blog or Linked In post, you don’t need more than 500-800 words. Any more than that and you’re in danger of turning your reader off.
Make top 10 lists: readers love a ‘Top 10’ or a ‘Dos and Don’ts’ type list. It’s a really easy way to give your customer the things they need to know while making it easy reading at the same time.
Call to action: include some sort of incentive for your customer to engage with you at the end of the piece. It might be information on who you are and where to find you, next steps to take, or some kind of downloadable content they can sign up for to take away for free.
Be consistent: content marketing is about building a relationship but this doesn’t happen overnight. Be consistent in your posts and you’ll start to get traction.
Keep it relatable: once you become known for producing content that people want to read, you may find you are asked to produce more varied content and on a variety of media. This might include being asked to speak at events because people know you can relate to your audience.
Where to put your content
There is no point in producing great content if no-one is going to see it. It’s crucial that you find out where your ideal customer hangs out and where they are likely to see it. Whether it’s Instagram, Linked In, Twitter or the local newspaper, be purposeful in where you place your content.
Work it then rework it
One piece of content can be repurposed so that it works on a variety of channels. From one post on Linked In you could create a video for your website, a blog or email for your email list, or a social media post for Twitter. Perhaps you could create a PDF guide that people can download from your website – this allows you to capture new email addresses while positioning yourself as an expert in an area that your ideal customer needs help or is interested in. You can then talk to this new audience via email, taking them one step further on their journey to having a relationship with you.
It can be easy to think you don’t have the time or the knowledge to create content, but often it’s simply a case of putting pen to paper (or fingers to the keyboard!) and getting that first word down. And, there’s certainly no time like the present. Good luck!
or take a look at the website, simply-marketing.net
For extra guidance, sign up to my 5-Day Simply Marketing Challenge via the website alisonteare.com or email me at firstname.lastname@example.org.
For help in discovering your ideal customer, listen to episode 58 on Identifying your ideal customer and why it matters