As I prepare to be a part of a marketing panel discussion in a few days, I’ve been thinking about content creation from a different perspective.
If I weren’t a freelancer who writes content for a living, what questions would I have about content’s role in marketing?
One thing I’d want to get a grip on are the things I should consider regardless of the type of content I’m creating. So, here’s a question I anticipate receiving in some form during the panel event—and how I would answer it:
What does a business owner need to keep in mind when creating content as part of a comprehensive marketing plan?
Maintain a consistent voice for your brand.
Whether you’re a solopreneur who is the face of your business or a business owner or manager at a larger company with multiple people creating content for you, strive to make your content consistent in its “personality.” Your tone, your level of formality, your values…your brand’s voice is “who” your brand is more so than what your brand does. A consistent voice builds trust as it enables your audience to know what to expect of you. Don’t confuse “consistent” with “boring,” though. You can still be creative when developing content that’s consistent!
Don’t make content all about “me, me, me.”
Focus on what’s in it for your audience and not how spectacularly wonderful your company is. A constant barrage of content that sings a business’s praises rather than giving prospective customers information they can learn from or be entertained by is a turnoff. Write content that is audience-centric. Use more sentences with “you” rather than “we” or “I” as the subject, and share insight that will help customers live and work smarter, save money, save time, accomplish their goals…you get the idea. Yes, that may mean sharing bits of expertise for free.
Realize creating content doesn’t guarantee people will find and consume it.
There’s a lot of content out there competing for your audience’s eyeballs. YOU have to make the effort to get it in front of your customers. Share content on LinkedIn (if you publish it as a post, all your connections will be notified about it), include it in your status updates on your social media channels, send it to your email marketing list, and directly share it with individuals you absolutely know can benefit from it.
Of course, there’s far more to creating content and making it an integral part of your overall marketing strategy. But I think these three considerations stand as a good foundation for guiding how to approach the creation of content for your business.
Your turn: What underlying principles or rules do you follow in your content efforts?
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