Need to start creating content for your business, but don't know where to begin? We've all been there.
The creation of new content can be a daunting task - especially if you don't know where to begin. To often, we (small business owners) let the task of creating new content fall by the wayside. In doing so, we are leaving money on the table. Content, when done right, is an extremely powerful tool for your business to connect with your audience.
Before we go any further, I do want to define the word audience as it pertains to the way it is used in business and marketing contexts - your audience is made of all the people who could do business with you, are interested in your business' products and services, and those you already do business with. It's made up of propsects, leads, contacts, customers, etc. It's a large group. Effective content marketing allows you to engage with all of the above.
Before we get any further, let's dive into the three pillars your small business needs to implement into your content creation in order to be successful.
What does successful content do? It taps into the audience and makes them feel an emotion, a desire, a call-to-action.
1. Captivate and Move Your Audience
At the heart of content marketing is the ability to resonate with your audience on a deep level. And who better to know what your audience wants than a business owner in that category? Businesses can no longer have generic, shallow content. If you are creating content for everyone, you are creating content for no one. Today's customers crave authenticity, relevance, and value. Your content must do more than merely exist—it must move, inspire, and engage.
Think of your audience not as faceless prospects, but as a vibrant community with diverse needs and interests. Whether they're prospects, leads, customers, or influencers, each individual deserves your unwavering attention. That is what needs to translate into the content you create - whether it be emails, website, social media, etc. Remember, attention is not given; it's earned through compelling storytelling, genuine empathy, and a deep understanding of your audience's pain points and aspirations.
You may think that you are in a boring industry, or that no one would be interested in seeing content about your landscaping business or your accounting firm - but you are wrong. Every niche, service, hobby, and so on has an audience. Even seemingly mundane topics can be made interesting when approached with creativity and empathy. There's is always a story waiting to be told. Tap into the humor, the anecdotes, and the shared frustrations of your audience to breathe life into your content.
2. Quality is Paramount
Did you know that 4.6 BILLION pieces of content are created every day? That number is quite literally insane. In the vast ocean of digital content, quality is the North Star that guides us. Your content must not only capture attention but it needs to keep it, and evoke a respone. How do you know if your content is worth consuming? Simple—it resonates with your audience, leaving them hungry for more.
If you've already started your content creation journey - pay close attention to the metrics that matter—engagement, retention, and shares. If your content isn't resonating, it's time to reassess your approach. It's a good idea to tend to your content the way you would treat a plant with a few quality leaves and a few that have died - remove the low quality content and scap it. When it comes down to it, quality content isn't just about ticking boxes on a checklist; it's about crafting experiences that leave a lasting impression on your audience. Quality > Quantity in the content era.
3. Ignite the Spark
Your content needs to drive that emotional response. The call to action. That is what makes the content memorable. It is what drives the sharing of your content - bringing your brand in front of new faces. It is what builds trust with your brand - and drives referral and return customers.
And yes, it can be daunting. Staring at an empty page is the hardest part of the content creation task. But thinking of content creation through the lense of these three pillars can go a long way in igniting your own content spark, and it helps to ensure the content you create will connect with your audience.
Need help getting a start? Reach out to Kevin @ AvecPeanut .com