Soon enough, you may begin noticing a few changes.
People are starting to engage with you.
You’re seeing growth.
But it’s not what you expected.
You’re spinning your wheels.
If this is you, you need to get clear on one thing:
But they’re not the same thing.
Here’s what makes them different.
It works because it doesn’t directly sell a product or service.
For instance, look at this post from The Tony Robbins Blog:
As the title suggests, this blog is about strengthening relationships through learning how to apologize.
Taken by itself, the content doesn’t promote any service.
It’s simply a thoughtful, value-rich guide for people struggling with saying sorry.
It involves giving value to people so they recognize your brand as a trustworthy solution to their needs and desires.
1. Content Strategy Answers the Question ‘Why’ You’re Publishing Content
- What are their major pain points?
- Why are they reading your content?
- How can your product or service help them improve their lives?
Imagine writing a letter to no one in particular.
No matter how beautiful the words you use are, your letter will lack real feeling and substance.
On the other hand, writing to someone you know deeply will make your words and paragraphs come alive.
Also, because you know who this person is, you know what he wants or needs to hear.
- Create content personas. Gather information about your audience and make fictional characters you can address each time you write content.
- Remember the buyer’s journey. Your audience will be in either the awareness, consideration, or decision state when they read your content. You need to know what pushes their hot buttons in each one of these stages.
There’s a ton of different kinds of content you can publish online.
There are blogs, infographics, ebooks, podcasts, and social media messages.
What’s more, you can publish long or short content.
It’s finding out exactly what kind of content you need, where you should promote it, and setting a schedule to create and publish it.
If your company is small, you might have to write all your content yourself at first.
However, it doesn’t have to be like this forever.
As you grow, you can set a budget for high-quality content.
You can hire expert writers to keep your content flowing steadily.
A content strategist is also an excellent addition to your team.
- Do your blog posts hold readers’ attention?
- Are your emails gaining clicks to your website?
- Are your case studies converting prospects into buyers?
Some of these include bounce rate, time on page, and scroll depth.
Every piece of content you create will be a well-chiseled puzzle piece that helps craft your brand’s story and message.
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