Today I want to share a little mantra of mine… make your content serve you – understand your ideal client before you create anything else!
One of the biggest breakthroughs I have with clients is when they start seeing content as more than just an idea – no longer just the written word, a podcast episode or pre-recorded video. If they wanted just that, they could Google “100 blog post ideas” or “50 things to post on Facebook” and be done. But they want more. More clients, traffic, money, subscribers, opportunities, authority and consistency.
You might be surprised to find out that 75% of content marketing planning is delving deep into the ideal client and only 25% coming up with what the actual topics will be. See, this is one of the biggest mistakes people make online. They create content but it isn’t bringing a return on investment.
One of the top 3 challenges my clients come to me with (other than lack of time and consistency) is “I just don’t know what to talk about” … and that’s where I come in. Because, if you can put yourself in your ideal clients shoes, you won’t ever have this problem again.
I’m not talking about those basic demographics here – things like their age, favourite food or political views. These are needed but they’re not the game-changers. No, instead I mean knowing exactly what they want, why they want it, how they want it, when they want it, where they want it… in terms of content, services and products. That’s why it’s so important that I ask these questions before delving into any client projects.
Does this immediately help you start creating content for them? No, because content strategy has to also be about your mission, vision, values and voice too – these are your content tilt, your unique selling point if you will. But it’s vital to know those you are serving before you create anything else. These are the foundations your business is built upon. Without them, nobody is being served.
I’m forever seeing entrepreneurs trying to figure out platforms where their ideal clients just aren’t present. They see others using them and immediately feel they should be on there, winding up creating content that just won’t do anything for them.
Content strategy and creation for business is about finding that balance between listening, adding value and humanising your brand. It’s about the two core reasons people consume content – for inspiration and information. But if you’ve put out stuff that isn’t doing any of those, then you need to give yourself permission to let it go.