5 Reasons Content Creation is a Top Priority for Solopreneurs
Tai Goodwin
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5 Reasons Content Creation is a Top Priority for Service-Based Solopreneurs

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:

  1. have a problem,
  2. there’s a solution,
  3. you have the solution, and
  4. 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?

[checklist icon=”stackexchange” iconcolor=”#ffffff” circle=”yes”]
  • 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.


About the Author Tai Goodwin

Tai Goodwin on a mission to help 10,000 women entrepreneurs create more joy and wealth in their life and business. She's the CEO of Aligned + Bankable and creator of the Bankable Brilliance Course. An intuitive business growth strategist and teacher, her specialty is helping clients create bankable business models that allow them to increase their impact and income without burning out. Tai is a former corporate trainer with a master's degree in instructional design and over 20 years of experience designing course, training programs, and certifications. She is also the author of Girlfriend, It's Your Time and founder of Brilliant Business Girlfriends.

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Leave a Comment:

Carmen Saunders says

Great suggestions for content creation…thanks!

Laurie Hurley says

All great points for sure. Simple and practical and easy to implement. Thanks for sharing this!

    Tai Goodwin says

    Thanks Laurie! What kind of content do you create?

Angie K. Millgate says

Tai, thank you for these great pointers. I, too, have been a content generator all my life, but I had never thought of making a content marketing plan! Cool idea!

    Tai Goodwin says

    Hi Angie, Being able to tie my content to marketing events, products I am releasing, and events I am trying to fill has worked great at attracting more people.

Cathy says

What an awesome post. This was really helpful to me and a great reminder about how to be conscious when creating content. I can tell you are quite good at it and have inspired me!

    Tai Goodwin says

    Thanks for stopping by Cathy. What kind of content are you planning on creating?

Kathy gabriel says

Some very useful points Tia! The content on my Wellness blog is usually early morning inspiration. The other one ‘Trail Spots …’ might evolve soon and I just might need a content planner. I’ve got your number/ address/ page! 🙂

    Tai Goodwin says

    I’d love to work with you Kathy! And I’m so glad we are now connected on Facebook.

susanpayton says

Fabulous article! You really break it down, in no uncertain terms, why people should be using content. There’s no argument against this!

SuzieCheel says

Great post Tia yes creating good content lifts you to new levels

Louise Edington says

I actually had a virtual work day with a buddy to create my cintent plan for the year! Yay! Now to stick to it. Great article Tai – thank you.

Tanya Smith says

Super list Tai. Right on point. Content has become one of the most amazing ways to differentiate ourselves on the internet and to serve others in smaller bites!

Tanya Smith says

Super list Tai. Right on point. Content has become one of the most amazing ways to differentiate ourselves on the internet and to serve others in smaller bites!

Andrea Feinberg says

Five super points, Tai! I love creating content, too, and see it as part of a bigger mission: “value creation”. Whether through content, education, emotion-laden messages or clever ads, a prospect want to know the value you deliver is bigger than the investment they’ll make. In your case, it’s an easy choice to make!

    Tai Goodwin says

    It makes a difference when you love something. Lots of coaches and holistic practitioners struggle because content creation is not their first love. If that’s the case – that’s when it’s time to partner with a coach or content strategist so you are not missing out on giving your VIPs what they want. (BTW – I am a content strategist. Shameless plug #It’sMyBlog)

Vatsala Shukla says

Important points and tips, Tai. Once one understands one’s ideal client and focuses on their concerns, the Muse provides relevant and useful content ideas and everyone wins – the writer who wants to provide value and the reader who returns and returns.

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