I’ve been in love with content creation since my first article was published in the Philadelphia Tribune – I was just 8 years old. It’s even one reason I became a teacher. Teachers get to create content (lessons) and share it with people (students) to help them achieve an outcome (grow and expand their capabilities).
So it’s no wonder that creating content for and with my clients is something I love to do.
For many service-based entrepreneurs content creation is one of those things on the “I wish I had more time to do this,” list.
Now if you have more ideal clients than you can handle – great! But if you are squirreling around on Facebook and Twitter sharing lots of links to other people’s content and posting your offer everywhere – I want you to stop and take a deep breath. Let this message seep into your soul: Content creation IS critical to driving traffic to attract the clients you want to work with – the ones you need to serve.
Here are 5 reasons why service-based entrepreneurs are making content creation a top priority:
#1 – Most of your ideal clients don’t know they need you yet
In Wealth Through Workshops, a brilliant woman wrote that only 3% of your ideal clients are actively looking for you. 30% of your ideal audience is not looking to buy at all.
The rest fall between being open to your solutions and being unaware that they need you at all. What can turn that 67% into paying clients? Education-Based Marketing.
This is something I’ve been explaining to my clients for years. Marketing is about helping your ideal clients understand that they:
- Have a problem,
- There’s a solution,
- You have the solution, and
- Your solution is the best one for them.
Bottom line: Creating content, whether for your blog or a free workshop to educate your audience is a brilliant move.
#2 – People buy from people they know, like, and trust
Relevant content can help you check off all three things: Sharing your expertise through webinars, interviews, your blog and even at offline events is how people get to recognize you.
Sharing ideas and experiences through your newsletter, blog and social networks is how people get to like you. When you combine your experience and expertise to help your ideal prospects make an informed decision and learn something new – that’s how you establish credibility.
#3 – Content creation helps you stand out in your field
The online world is full to the rafters. So the more you create and curate content relevant to your audience’s needs – the stronger your signal and the brighter your light shines – attracting your VIPs.
I’m not talking about viral videos or beautiful Pinterest posts with deep, meaningful quotes – those may be good to have. What I’m talking about here is having a solid strategy for how you use content to engage and enroll and follow-up with your clients is how you will stand out.
Lots of people have YouTube channels and it’s simple to publish a book or start a podcast. It’s knowing how to use the content you create to direct your audience through your sales funnel that will make you stand out.
#4 – Real buyers are hungry for niche-specific content
If you look for conversions and not just shares, “likes” or YouTube comments – creating content specific to your audience is key. Create niche-specific content.
For example, there are hundreds of sites, posts, and videos on how to use Facebook.
But if you are a yoga instructor, tips on how to use Facebook ads to reach local executive women are much more helpful than a generic post on 10 things you need to know about Facebook.
(HINT: If you don’t have a defined audience, you need to work on this first. If you feel lost or stuck, I can help you.)
#5 – You already have it
The best source of highly valuable content is your ideas, experience, and expertise – or as I like to call it your Bankable Brilliance.
Probably you still aren’t aware of that, but believe me, you have it. Your best content is in your head, posted on your blog, or hand-scrawled in the many notebooks in your office.
The trick is to learn how to transform it into easily digestible content that your audience will love. (And it’s even better when you learn how to turn what you know into products you can sell!)
How can you use this information to make a SHIFT in your marketing?
- Stop creating random content without a strategy, create a content marketing plan.
- Create thoughtful, relevant content based on your experience and expertise.
- Learn the art of reusing and repurposing your content into multiple forms.
- Invest in learning how to make content a consistent part of your marketing strategy.
- Speed up your content marketing integration by working with a content creation strategist to help you write for your audience and establish a content creation process that fits your needs.
Are you serious about reaching more people, changing more lives and growing your wealth? Make content creation and curation a regular part of your marketing routine.