Consistent Communications

So you’ve had an enthusiastic start, publishing news articles and getting posts and tweets out regularly.  Then you miss a week, and another, and then you post something on Facebook….but now the email newsletter is on delay.  Sound familiar?

There are a couple of challenges that need to be addressed so your business can successfully deploy a content marketing strategy.

Resources

  • Do you have a marketing team member that has content creation as part of their PD?
  • Have your product and sales managers been briefed on the importance of communications to your marketing strategy? If so, are they on board and providing stories and photos to your marketing team?

Routine

  • Does your marketing team have time set aside each week to write and create content, or are they being asked to do this in between all the other demanding parts of their role?
  • Do you discuss the upcoming scheduled content as part of your weekly meetings?

Planned Content

Planning the topics you cover, and the frequency and channels you post on will greatly assist you in your content marketing.

For example, for an air conditioning business they may post across six topics only – weather, energy, products, home renovations, installation stories, and staff profiles.  Planning and scheduling content becomes much simpler when you are looking for stories that fit these categories.

Scheduling

The best way to get consistency back into your social media publishing is to get ahead of the game.  Set aside a solid day to write, design and post up to 50 posts across your channels.  Use a scheduling tool like Hootsuite, Buffer or Meet Edgar to do this.

 

If you need a hand getting back on track, or if you would like to have a library of social media posts pre-written and scheduled for you, please get in touch with Alice here.

Stop Selling and Start Helping

The key point of difference in content marketing is the focus on providing valuable helpful information, without any immediate offer being presented.

The mind shift here is to focus on serving your customers and prospects, by giving them loads of tips, advice and guides – rather than

this is where content marketing is different

Are You An Expert?

If you have detailed knowledge, developed over years of working experience – then that is an asset as you develop content to promote your business.  Sharing your knowledge is an incredibly valuable way to communicate with customers and prospects.

Having knowledge and experience in itself is not enough, you must have the ability to communicate, and an ongoing curiosity to keep learning.

There’s no easy or quick path to expertise, it is hard earned and maintaining that position requires a commitment to learning, practicing and maintaining connections in your industry. Your connections should allow you to challenge yourself, gaining knowledge from mentors and other experts, and also to guide and assist people who are still gaining their knowledge.

Give It Away

Sharing your knowledge and expertise is a great way to build a community and boost your business.  By breaking down the steps for a “how-to” guide you can easily create a series that can be delivered by email as articles or video and promoted through your social media channels.

Email

A welcome series delivered to people that have joined your email list is an easy place to start.  For example, a building company that specialises on residential extensions may send a series of four emails to their list – covering topics such as planning, approvals, managing contractors, and budgeting.  Delivering information as part of an email series builds your brand, and while some people will unsubscribe, those that remain subscribed become good leads for a sales offer.

Webinar

Hosting a webinar is a simple way to communicate to a large audience, and it can be as interactive as you like.  A webinar requires registration, so you can very quickly get a sense of how interesting people find your topic.

Facebook Posts

 

If you are struggling for content

Turning Knowledge into Digital Products

There may be an opportunity to package your expertise into a digital product, such as an e-course or e-book.  The best way to do this is to assess your published content, questions and engagement analytics after a few months of consistent publishing.

This will reveal what topics people are most interested in, and where they need help.  You will then be able to re-purpose some of your existing content into the e-book or e-course.

 

 

There are other methods you can make use of like an online course, email series. The social media channels are good and reliable in targeting customers; you can also make it wider by attending to your audience. Audience will throw questions at you, some question will be out of curiosity and some will be to put your expertise into test. Make sure you answer every single question to ensure your audience can have faith in you. Your intension must focus on helping and not just selling. This is one of the most errors people made, targeting on selling will only result in you lacking your focus and will prevent your business from growing.

 

  • Recognising that they have skills + knowledge in their industry.  
  • This makes them experts  – which is a valuable positioning
  • Pointing out that this is where they can connect with and support customers.  
  • Many businesses take this knowledge for granted and don’t know its value for marketing.
  • Using this expert knowledge to create valuable content for their market.
  • Types of content to share their expertise…how to videos, detailed guides, an email series, an online course, webinars, articles.
  • Important to make their expert resources available  – when questions start coming through on social media channels, they must answer them to ensure their position is solidified
  • Focus on helping, not selling