So you’re doing the blogging thing like the experts tell you to. You dutifully post, share, and email because you love your business, and you want the best for it, and if a content marketing person says that blogging is good for your business, then by God, you’re going to blog. Besides, it’s what all the big people do. You know, the 6 figure people, the Internet gods, the content marketing gurus.
But for some reason, their content marketing seems to be getting great results … while you can’t get traction for love or money. What’s up with that?
Here’s the first thing you need to know: it’s not (necessarily) because you’re not a good writer. It’s not because you haven’t spent the money on the latest marketing guru’s latest product/system/fucking webinar of the month.
And, in deadly seriousness, it is not because what you have to say doesn’t matter.
It's because there's no bigger picture.
Enter that often misunderstood savior of your content, content strategy.
Ugh, I know. It sounds serious, and time consuming, and jargony, and when you’re not getting the results you want from the work you’re doing already, the last thing you want to do is spend more time on it.
But here’s the thing: content strategy isn’t the algorithm-y, buzzword-y, SEO-y expensive pain in the ass that so many content marketing gurus make it out to be.
Content strategy is the system that turns your words from an effervescent sparkler into a powerhouse business generator.
It’s what makes your content actually work for your business, attract and retain people’s interest, and help them buy from you. And it’s much easier to get a decent one in place than you think.
Because ultimately, you’re in control of what your content does. Which means that you get to decide what you want it to do for you.
It’s not just something that you have to slap up there because everybody else is doing it. It’s not this pointless timesuck you have to do over and over again because if you don’t then your business will fall apart. Your content is your tool, to use how you choose.
Once you figure that out, from there it’s simple reverse engineering. Want to attract attention? Work out what kind of content is going to do that for your business, in your industry, for your readers.
Want to get customers ready to buy? Figure out where they are when they come to you, and what kind of content they need to bridge the gap between there and buying. (Think: overcoming objections, education about you/your ethos/products, etc).
Want to build a reputation? Figure out what you want that to look like, and the types of content that are going to do that for you in the circles that you want to build the reputation in.
Once you figure that out, you know what to say, where and when to say it, and most importantly of all, why you’re saying it to begin with. You’re never stuck in that “But I don’t even know what to say!” space again.
And from there on out, you just have to do two more things:
1. Actually create the content. (More on that next week.)
2. Decide on metrics to measure your success. Because you’re not just putting out posts for the hell of it, remember? There’s an end goal here now.
And how do you do that? You look back at that overall goal. The cool thing is, once you do that, you may realize that actually, you’re already more successful with your content than you thought.
For instance, you might realize that for you, engagement trumps sheer volume of views, and that while your posts aren’t viewed by all that many people, almost all of them comment.
Or you may realize that actually, your content isn’t working for you. And that’s scary. But now that you know, and you have an overall structure in which to move forward, you can fix it.
OK, that sounds like a lot, I know — but I can promise you that once you get it set up the first time, it’s exponentially easier every time after that.
And best of all, your words — those incredibly powerful means by which influence and ideas spread — get to perform like they’re meant to, bringing in business and setting you up to be seen as the expert you are.
Tired of spinning your wheels with your content and want to finally get your words working hard for your business? This is for you:
Is your content an asset for your business or a drain on your time?
So you've followed the advice of the so-called marketing gurus.
Created and crumpled a dozen "client avatars".
Blogged 'til you're blue in the face.
And you're still not seeing a ROI on your content.
People aren't reading, they're not remembering, and they're certainly not buying.
Let's fix that.
Actionable tips, effective strategies, and absolutely irreverent advice for getting your words to actually work for your business, right here.
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