Less marketing noise.More clarity, strategy, and action. Blog
Sharing your expertise will never replace working with you
One of the objections I hear from business owners pretty regularly about content is the idea that when they share too much, it makes their services unnecessary. I get the concern. So much content these days is geared toward sharing how to do specific individual tasks.
If you teach people how to do everything you do, how can you compel them to pay for your services?
The importance of foundational content that educates your customers
One of the best things about developing foundational content for any business is the act of laying out how you see the industry, your place in the industry, and how you define best practices and success within the industry. But none of this is possible if you don’t put the work into creating these types of cornerstone pieces that position your business.
How to build a content mindset that fuels your marketing
Back in early July, I started getting quite busy, with some clients wanting more from me and then several other new clients. And it’s funny how that works, because at the same time things were getting busy, I was FULL of ideas.
In my brand new closed off workspace (my husband gifted me with the best, most purple wall that I love), I spent one Sunday with the door closed filling up all four of my whiteboards. They’re small - my office isn’t that big. I laid out about 6 months of work for myself - and that was just the work I needed to do ON my business.
Keep a steady stream of ideas with a content idea map
I find it can be challenging to generate enough ideas to build a content map on my own steam in a reasonable amount of time, so I like to bring friends (colleagues) into the brainstorm with me. Getting a group of people together in a room to bounce ideas around makes for a lively conversation since all the possibilities trigger creativity in different ways for different people. This is one of my favorite parts of planning - brainstorming all the things with smart, creative people!
Repurposing content starts with rethinking how you view content
For anyone trying to market their company through evergreen content that demonstrates expertise in their field, the same idea of giving new, and sometimes unexpected, life to older content can make it easier to maintain a flow of content for your business. Because no one likes to throw away hard work - even if it happened years ago.
Repeating content effectively: If it’s worth sharing, it’s worth repeating
One of the most common questions that comes up when I’m talking about content is whether to repeat coverage of the same topic in content. My answer? Every time: yes, absolutely. Just about every company that’s around for as little as two or three years is going to repeat coverage on some topics if they have a robust content program.
How to build content that helps your buyers
The value of content is in its capacity to answer questions and objections before a potential buyer (even existing customers) ever have a conversation with your business about a sale. It gives your point of view and context around what makes you different from other companies that have similar offerings.
The best content is useful and helpful to the person reading or viewing it without giving a hard sell. And it’s not hard to do. You’re already doing it every single day, but you aren’t calling it content creation. It’s just part of your everyday routine.
The importance of content curation for your audience
"Content curation" is one of those phrases that gets tossed around the marketing and content creation world practically every second if you're following enough of us. (I might be exaggerating. Maybe.) It's not a buzzword, but it could be construed as jargon because the act and its benefits aren't immediately clear to those who most need it. So, before I launch into why you want to include content curation in your digital marketing activities, I'll explain what it is.
Does what you share reflect you?
I don't give much thought to what other people choose to say online. I can control what I see from other people no matter what tool I'm using. If someone I follow decides they want to say things that I find objectionable or offensive, they're within their rights to say those things. I sometimes respond with a different view, but I'm picky about when I share.
Clarity in copywriting: Stop confusing your customers
Every touch point you have with a customer is an opportunity to market your value to them. And why should you market to customers? Because they've already bought from you and they're the most likely to buy more or upgrade. You already have a relationship with customers, but there's a certain level of trust that you're still trying to build with the people you haven't sold to yet.
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