I’ve been in love with creating content since my first article was published in the Philadelphia Tribune (I was just 8 years old). It’s even one of the reasons I became a teacher – I’d get to create content (lessons) and share it with people (students) to help them learn (grow and expand their capabilities). So it’s no wonder that this is one of the things that gets me most excited as brilliance catalyst and content strategist. I love helping my clients turn what they know (content) into products and programs they can sell.
For many service-based solopreneurs 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 you offers everywhere – I want you to stop take a deep breath and let this message seep into your soul: In 2014 content marketing will be a major driving force in attracting the clients you want to work with – the ones you have been called to serve.
Here are 5 reasons why brilliant service-based solopreneurs are making content creation a top priority:
#1 – Most of your ideal clients don’t know they need you yet.
In Wealth Through Workshops, brilliant woman @CallanRush writes that only 3% of your ideal clients are actively looking for you. 30% of your ideal audience is not looking to buy at all. And 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 brilliant mov.
#2 – People buy from people that 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 know you. Sharing ideas and experiences through your newsletter, blog and on social networks is how people get to like you. And 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 helps you stand out in your field.
The online world is crowded. 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 post with deep, meaningful quotes – those may be good to have. But 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 a stand out.
#4 – Real buyers are hungry for niche-specific content.
Want conversions and not just shares, “likes” or YouTube comments – creating content specific to your audience is key. For example, there are hundreds of sites, posts and videos on how to use Facebook. But if I 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 clearly defined audience, you need to work on this first. If you are stuck I can help.)
#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. It may be all in your head, posted on your blog, or hand scrawled in the numerous notebooks in your office – wherever it is you have it. 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?
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- Stop creating random content without a strategy, create a content marketing plan.
- Do 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.