almost become cliché to say, “content is king!”, so much so that many
have forgotten why it matters. We assume that content is a trend to stay
competitive or appear current, or simply that it’s a construct of
social media. The truth is that content has always been relevant, albeit
in a different form. Let’s look at two examples where content matters
(and neither example has anything to do with social media):
- You visit your local hardware store because your tap is leaking. You’ve done research online, and you’re pretty sure you know what you’re doing. As you’re surveying the available options, (let’s face it, you’re trying to look like you know what you’re doing, but secretly you’re terrified that you’ll have a flooded house at the end of this), but a store representative comes over to check on you (they can sense fear!). In a very casual, non-condescending way, they make some suggestions. You feel more confident and can make an informed decision while having the satisfaction of doing this yourself. The next time you need to make a similar purchase, you’re going to visit your local hardware store versus buying online -because of the CONTENT you received. We sometimes think of service as “service,” but information sharing is content.
- You attend a local business networking event, business cards in hand, name badge on, best elevator speech every practiced to perfection. You look around the room, who are others going to gravitate to? The person who’s handing out cards like it’s a contest, or the person engaging and sharing knowledge, making introductions, listening and contributing thoughtfully? I vote for the latter – the one providing CONTENT.
And this is where so many entrepreneurs get stuck – content doesn’t have to be this huge endeavor that takes weeks to produce. It is sharing, just simply sharing for sharing sake. I believe that there’s value to a larger project for content delivering (such as a lead magnet) that you offer periodically. But there’s also tremendous value to the little contributions that showcase who you are, what’s important to you, and your brand.
Here are our top 5 tips to increase the content you create and share with current and prospective clients:
- Provide testimonials for services that compliment your own – there is nothing better than paying it forward and supporting other business owners. Even if its something as simple as a great restaurant for holding meetings, or a graphic designer that just did your business cards, we all love to hear about great experiences!
- Create a calendar, at a high level, to guide your content creation –
maybe this is focusing on a topic a month, or coming up with a schedule
that you cycle through:
- Week 1 – literature review, or a book club
- Week 2 – how to keep motivated
- Week 3 – accountability check in
- Week 4 – planning for success
- Be honest with what you’re good at: do you love writing – but aren’t tech savvy enough to post your blog? Or do you hate writing and need a ghost writer? Do you feel that you have content everywhere but don’t know what to do with it? Wherever you are on the spectrum, there’s someone out there that can help!
- Set a timer – this relates to our comment above about larger projects versus small interactions – some of the best content comes spontaneously, but its easy to get lost in social media and before you know it, you’ve lost hours. Set a timer, with objectives, so you stay consistent and on-track. Use that time to contribute and engage with followers.
- Remember content is sharing of information, both online and in-person, so mix it up a bit and attend a networking event with the objective to share not sell.