In the beginning I struggled with my content marketing. I’d search blogs and sort through the latest trends looking for ideas. I’d spend more time searching for topics than actually writing and creating my content. But when I took a step back and stopped to think about the basis of true content marketing, it helped open the doors to my writing and content ideas.
According to the Content Marketing Institute, Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. When you start thinking about the valuable information you have to share with people, it opens a wide range of topics and areas to write about and share.
Now take the definition of caring: serious attention or consideration applied to doing something correctly or to avoid damage or risk. Think back to a problem or situation that may have taken you or your company months to find the right solution for. You can take that experience and turn it into your content. Using this approach will not only show people your expertise in that area, but also give you an opportunity to offer a solution to a problem someone else may be having.
Caring is a powerful business advantage -Scott Johnson
Think about something that you failed at. Admitting that you failed at something isn’t easy, but it’s also what makes us human. No one has created a business or become successful based on one success after another; it’s many years and steps of questions, problems, failures and solutions that end up creating your success. There are also times these failures don’t add up to success: share that information with others so they can avoid the same pitfalls you’ve encountered.
Failure is success if we learn from it -Malcolm Forbes
What stumbling blocks have you encountered in business? Share those and the solutions you came up with to get past those stumbling blocks. Did you approach a situation 5 different ways before you found the right answer? Share that with your audience.
Do you receive the same questions within your business on a regular basis? Each one of those questions or concerns can be a topic that you can write or post about. These questions can help create engaging content with others, while the answers can reach a wide range of people across many different channels.
Answer the most commonly asked questions you or your company receives and offer solutions. You can turn this area into a learning tool that you use to not only create great, readable content, but to also show others that you care and help them from possibly making the same mistakes. Once I started looking at my content as a means to help answer the questions I was fielding on a regular basis, the ideas started flowing.
I tend to struggle with verbal communication vs. written communication. There are times I end a conversation and think to myself, “I could have answered that better” or “I meant to say this”. I’ll take that experience and turn it into my content.
Care about your audience, answer their questions, admit failures and offer solutions you’ve used yourself to help create and generate interesting and engaging content. Remember, if we don’t take care of our customers, someone else will.
Laura is the Founder of Elite Virtual Assistants who can help you polish and post your content marketing.