How to Create Marketing Content That Boosts Revenue
Updated: May 4, 2019
A few weeks ago I met up with a good friend for a quick lunch. We stopped into our favorite sushi restaurant in downtown Dublin and proceeded to order way too many salmon rolls for two people, and perhaps we did enjoy some sake at noon on a Tuesday afternoon... you know, a normal weekday. This friend of mine who enjoys midday rice alcohol is also a small business owner. She has to be one of the most passionate, driven and motivated gals I have in my tribe. I truly have never met someone more committed to using her skills and passions to help other people. Her days bring her SO much joy because she runs a small business doing what she loves that adds tremendous value to peoples lives with the products she sells (goals).
When I am out with other entrepreneur friends, we do our best to talk about life and family and travel… anything besides business. But as many of you know, being a business owner means taking massive action to make a profit out of our passions, and that’s really freaking hard not to talk about. So, we got on the discussion of my biz. My business goals, client updates, and where I was headed in the future.
Talking about my business gets me so excited, so after speed talking without taking a breath for 10 minutes straight, I look her in the eyes and see complete overwhelm on her face. I am thinking to myself “Oh no, I am doing something TOTALLY wrong in my business and she doesn’t want to tell me.” I immediately stop talking and my heart starts pounding. I asked “oh God what is it” while I too was now in complete freak out mode. To my relief, she didn’t have any major red flags to point out. The pit in my stomach settled and she said to me, “Nicole, I love what you do and I totally get it, content marketing makes the most sense for long term success in the marketing realm. I just cannot commit to writing valuable content on a consistent basis.” Girl, I get it. Content marketing is honestly a daunting task for anyone who doesn't have an interest in writing, doesn't feel as if they have the skills or let alone the TIME in their day to sit down and churn out loads of content every week.
This got me thinking. How can I help people break down this huge scary task for creating consistent valuable content, so they can do it for themselves because we all want to save time, money, and stress when it comes to running our business.
So I decided to sit down and write out my process for content creation that I have been using for years.
How can you streamline creating consistent content that works hard for your business and ultimately boosts your bottom line? Here’s my template:
1: Put the focus on the customer
Unlike my dance moves, marketing has innovated big time throughout the last 100 years. Traditional marketing efforts are all centered around the business and the product that your customer “NEEDS.” This kind of marketing just doesn't cut it today, and honestly, it’s not sustainable for long terms success in the digital age. Today, we can hop on our smartphone, ask a question and find 60 million solutions in a millisecond. Your customers are incredibly smart and have access to a wealth of knowledge at their fingertips. This means you can no longer tell them what they need. Your marketing efforts and business, in general, need to show up with an intention to serve the modern day consumer. Take the focus off of how amazing you are, or how amazing your product is and put the customer in the spotlight. Okay, so how do we create marketing content that is consumer focused instead of company focused?
Figure out who the heck your customer even is with a customer profile: Ask yourself, who are they, what age are they, where do they hang out on and offline, what do they do for fun, what are they thinking about, what is in their pockets, what are their problems, what keeps them up at night, what makes them tick, where do they go to find the answer to their problems, what are they searching for in order to find these answers?
2: Magnify their biggest pain points (I say this in the purest way possible)
So now you know who your customer is, where they hang out online, what their problems are and where they go to search for them. The rest is a simple process. You know what makes your customer tick, and you, being the expert in your industry, know how to solve this problem. You are here to add positive value in their life so they can solve a problem, find a quick solution, and ultimately trust you because you are a leader in the industry. You will want to create content to let your customers know that you HEAR them, you SEE them, they are not crazy. They have a problem and you are here to help in the most genuine way possible, I mean, this is why you have a business in the first place, it’s just time to move your knowledge online.
3: Provide a solution
You are in business to offer your knowledge and add value to your customer. Go ahead, tell them how to fix their problem, but here is the trick, do not expect anything in return. This step is the tough part for people who are used to traditional marketing. Traditional marketing efforts consisted of salesy language and expecting to earn a profit at the end of the process. But today in marketing, as we mentioned earlier, it just doesn't work like that. You HAVE to provide value for your customers so they trust you, remember you, and know they can go back to you. Here are a few things to keep in mind when planning your content:
Use Google Ad-word Planner to figure out what keywords your customers are searching.
Use simple language they will understand. Remember, you are the expert, they are not, so keep it simple.
4: Choose the right format
Now that you know your customer so well and what kind of value they need in their lives, where they hang out, and their Social Security Number (kidding), it is time to choose the medium of how you want to share your content and knowledge. Are your customer's blog readers, listening to podcast, reading ebooks? Choose to produce your content on the medium your customer is using. For example, if your ideal customer is a single mother with 3 kids and works 2 jobs, it’s probably best to create short, to the point blogs. Or say your customer is a busy corporate leader and only has time to themselves while driving to the office, perhaps a podcast is the way you go.
5: Include a call to action
You might be thinking “If I am trying to not sound salesy, why the heck would I provide a call to action in my content, isn’t that selling?” Great point. A call to action does not have to be, and honestly should not be “now that you have read my post or listened to my podcast, give me your money!” That will only reverse all the hard work you just put in. So, here are some ways to create a call to action that still puts movement under the customer's butt:
Link to another blog post.
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Starting to see a pattern of how this will lead to a sale?
Phew. Your content is done… let's tell the world. One thing I see small business owners doing, again and again, is trying to do ALL the things. They think being active on every social media platform is the way to reach the most customers and achieve massive success. But think about it this way: Just like in your industry, you have narrowed down on a niche, you need to do the same in your online marketing efforts. Why half-ass Facebook, Instagram, Pinterest, LinkedIn, when you could use one or two of them with full force and expertise? You know where your ideal customer hangs out online, so leverage the research you have done and promote your content where they are already hanging out!
I know content creation can be difficult and quite time consuming, but I hope following these steps you can have a template and direction to go in to eliminate some of the learning curves. Happy creating!
To your success,