Less marketing noise.More clarity, strategy, and action. Blog
How to create content that’s relatable (so it sticks)
We send subtle messages in content with the words we choose, the examples we share, the structure we select to lay it out, and the medium we use to deliver it. The best content reaches out to the audience using the words they use, examples they have lived or can imagine, and is delivered in a structure and medium they’re eager to consume.
Content with personality: Show your audience a good time
One of the best parts of being a marketer right now is the freedom to present business expertise in fun, creative ways. People often relate to businesses and people they can connect with, engage with and relate to. This means the more personality you put into your content, the more likely people will engage with it. When your content is infused with personality, it will also stand out more, and people will look forward to seeing what you publish next.
So, how can marketers seamlessly infuse personality into their content?
Alignment vs. agreement and why it’s okay to disagree
We don’t have to agree with a decision to be aligned with a common goal or purpose. Disagreeing with something often means you see a different side of a situation, but it doesn’t mean we have to dislike when that happens. Seeing another side to a situation is often a good thing. And it’s important to remember that different paths can take you to the same place.
Jargon begone: How to translate your expertise into clear, engaging content
When your copy that’s meant to be read by the masses makes people’s heads spin trying to process the conglomeration of words, you’ve missed the mark.
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.
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