Here’s a simple quiz to decide if you need to create content. Be honest!
- Does your business need to add qualified prospects?
- Do you want to be found by people who could benefit from your products or services?
- Do you want to grow your business over the next year?
- Are customers more likely to buy from you when they’ve had a chance to learn more about your organization and what you can offer?
- Is there anything at all unique, special or different between you and your competitors?
If you answered “yes” to any of the above, content creation is probably the single most important marketing activity you can implement.
The trouble is, continually creating content is tough – no doubt about it. Even we struggle on occasion to come up with topics we think our customers and prospects might be interested in. Like most companies, we forget that our audience doesn’t know as much as we do about our services because they don’t live them everyday like we do.
In Meg Hoppe’s blog last Friday, she did a great job outlining 50 content creation ideas that nearly any company, large or small, could use. It was meant to simply be helpful and jumpstart the thought process for those struggling with coming up with ideas. It turned out to be one of our most popular and socially shared blogs ever! Plus, readers found the call-to-action download attached to the blog highly valuable. They gladly provided their contact information to us in exchange for more information (yup, that means more leads!).
That little example demonstrates how simple yet impactful your content creation can be. Remember, your audience isn’t necessarily searching for information about you – they’re looking for information about a specific topic they need help with.
So, how does that apply to you?
- Put yourself in your audience’s shoes, what would you want to know? Don’t create content with the idea of sharing what you want to say, create content that addresses what your audience needs to hear
- Talk to your customers. Are there questions that you’re regularly asked? Each of those would make great content and quickly attract readers
- Make your content educational, not salesy. For example, if you’re searching for reliable information on vehicles, chances are you’re looking at educational sources like Carfax and Edumunds, not the slick brochures put out by the manufacturers
- Act like an industry leader, even if you’re not. Be credible, honest and focus on the needs of your audience.
- Be consistent. By publishing regularly you’ll become the go-to resource for a specific type of information. Niche players, especially, have a great opportunity to build a loyal base
Don’t overwhelm yourself with trying to create too many forms of content right away. Start with a blog – most of the time your blog content will spur additional thoughts and ways to share your knowledge. Want to learn more? Download our free e-book Top 10 Blogs on Blogging.