How can you come up with ideas for content?
Today’s world is awash with information. How can you build a strong online presence? How do you ensure your content isn’t ignored?
In this podcast Sharon Tanton shares her tips on valuable content:
- How to generate content ideas;
- How small businesses can win customers with valuable content – including examples of content created by financial advisers, a web design agency, and a law firm;
- How to create engaging content even if you’re in a boring industry;
- Why you don’t need to worry about giving content away for free.
To save the mp3 file: right-click the link above and choose “save link as” (on a PC) or CTRL and click (for Apple users).
A quick summary: 9 tips for generating valuable content
- Start with your customer. Think about the most commonly asked questions. Each question can become the title of a blog post; and in the post you answer the question.
- Focus deeper. Don’t worry about generating a wide selection of content ideas. In-depth content helps build your expertise; and is also good for SEO.
- Consider each stage of the buying process. Potential buyers require different information at different stages of the buying process.
- Not everyone likes reading. Create a podcast or a video. Videos can make you more approachable.
- Create numbered lists. They provide a quick read for people.
- Be involved in your community. Participate in forums and read other blogs to find inspiration.
- Show who you are: Financial directors F-works create a newsletter that shows they understand the emotional side of being an entrepreneur. Each newsletter talks about a concept like freedom or focus. The purpose of the newsletter is to keep in touch with prospects and customers. As the newsletter is shared, it also helps F-works win new business.
- Share how you’d like to do business. Web design agency Yoke does Great things for good people. They avoided cold calling when they launched their business by writing blog posts about web design and sustainability; and by connecting with potential clients on Twitter.
- Don’t worry about giving away information for free. Scottish lawyers Inksters share the latest news on crofting law without concern about losing business. Bryony Thomas calls this commercial karma – you’ll be repaid at some time for all the stuff you give away for free!
Not sure what to write about this week?
Call a few customers and ask what questions you can answer. Be helpful. Be relevant. And let your personality shine through.
Further reading as mentioned in the interview:
How to get to know your customers (opens a pdf)
A free chapter of the book Valuable Content Marketing (opt-in required)