If you’ve ever asked someone how to create good content, they probably told you to make it valuable. This doesn’t tell you what “valuable content” is, or how to create that content for your audience.
In 1996, Bill Gates stated that he believed most of the real money to be made on the internet would be through content. He understood, even then, that content appreciated by the reader would be what solidified that relationship between business and customer. “No company is too small to participate”, he said.
Turns out, he was pretty spot on.
Valuable content is content that serves a specific purpose. This purpose doesn’t always have to be business related, it just has to be meaningful in some way to your specific audience. If you solely create business-related content, you’re putting yourself in too small of a box and cutting down the amount of content topics you can create from, as well as missing out on chances to connect with your audience on a deeper level.
It’s important for your audience to see you as a real person and to feel that you see them the same way. You can include content around other areas of interest or difficulty you and your ideal clients share to break up the business posts a bit and show your human side. Always avoid “fluff content”, or content created for the sake of having content. Filling your audience’s inbox or timelines with a bunch of random, useless reads will lose their attention quickly.
**ALWAYS make sure to do your research, check your sources and update information when necessary.**
It’s not about creating as much volume as you can, it’s about creating a connection that gives them confidence in knowing they can count on you for consistently valuable information and support they can use in their lives.
Now, who are you creating your content for? Most of us have heard about ideal client avatars by now. Creating them is super helpful in narrowing down your ideal client, but sometimes people tend to focus on the wrong information. I like to simplify it a bit.
- WHO are they?
- Are you targeting moms? Entrepreneurs? Influencers? Coaches?
- WHAT are they looking for?
- Do they need support and tips through your email list/Facebook group or do they want to sign up for your services?
- This one will have multiple answers, so you’ll have a few different purposes for your content.
This is going to require you to reach out to people who match your ideal client and ask them about themselves. It’s not always comfortable (especially if you’re more on the antisocial side, like myself) but it’s the most accurate way to learn what content would be the most valuable to them. You can reach out to your email list on a broader scale and offer a questionnaire for them to fill out or ask them to respond to your email. If you’d like to take a more one-one-one approach, you can send personal messages to people you’re connected with on social media and ask them if they have a few minutes to chat with you.
True story: When I was going through this process for my own business, I reached out to a coach on Instagram who I really felt aligned with. I liked how laid back, but professional she was and she had the same passion for mental health and supporting others that I had. I sent her a DM and introduced myself. I made it crystal clear that I was not trying to sell her anything or put her on to my services and that I just wanted to chat about things regarding my ideal client process.
We set up a time to talk on the phone and connected instantly. We chatted for a while and she answered all my questions, while offering me support in the areas she could offer it. Over a year later, we still work together and are in touch regularly! She has told me repeatedly that the first thing she noticed about me was the fact that I reached out to her on Instagram as transparently as I did and was nothing but genuine and upfront. I came to her human to human, not as a business owner looking for sales.
You can use your conversations with people to help create content topics, too. Pay attention to where they say they’re struggling and where they could use more information or support. Noticing common characteristics, goals, and interests is also helpful for creating valuable content.
To become “the person” your ideal clients think of in your industry, you need to have solid authority and credibility, which you show through your valuable and unique content. Unique content doesn’t have to be brand new information. It can be content with your personal view applied to it, instead. There’s really no reason to stress about reinventing the wheel. Increase engagement by speaking on what’s currently relevant to their lives, even if others aren’t talking about it.
When you’re writing the content itself, remember that valuable content won’t get seen if it lacks a catchy headline, attention grabbing intro and keywords. Use an outline when you’re planning each piece to keep things organized and make sure you have everything you want to include where you want it to be.
You’ll know which kinds of content connect with your audience more by comparing how they all perform. Identify what ones perform the best and you have something else to create valuable content topics from, as well as plenty of content to spread across your platforms.
Content truly is king. If this is something you’d like to talk through and get some clarity on, pick a time that works best for you and we can chat!
Take Action! Reach out to at least 3 people who match your ideal client. Don’t be shy!