At some point, you realize as a business owner, that if you want to gain authority (online and otherwise) and attract great clients you need to be creating remarkable content.
if you keep sharing bland content you’re going to keep losing out on dream clients and greater opportunities to get your message out there.
However, mapping out a successful content strategy is, like creating great content easier said than done.
Not because you’re short on ideas and don’t have material to write about.
You know what you know and you want to share it with the world.
So why isn’t your content getting the attention it deserves?
In this post, I’m sharing 5 key elements of a successful content strategy.
1. Your content delights
Do you ever get bored with your food?
Let me explain.
Do you stick to the same dishes week in, week out?
Perhaps you stick to a theme, like Pasta Monday, Taco Tuesday, Steak Wednesday, Chicken Thursday, Fish Friday…
While it’s one thing to consistently surprise your family it’s quite another thing presenting them with spaghetti bolognese every Monday.
Consider your readers.
They know why they’re visiting your blog. They’re wanting a problem solved and they’re hoping you can help them but they’re also expecting to be delighted.
They’re ok with pasta on Mondays, after all, that’s why they’re visiting your blog, but they don’t want spaghetti bolognese every Monday.
Choose to surprise them.
Here’s how you can tell if you’ve become yawntastic:
- You keep playing it “safe” by not adding new ingredients. Do this: Add some spice and offer your own perspective.
- You don’t make use of enticing language
- You think only fiction writers should use metaphors
- You don’t tell stories
2. Your content is relevant
For your content to be relevant you need to know who you are trying to attract.
Ann Handley and CC Chapman in their must-read book Content Rules explain it further by saying a good content strategy should focus on the following five fundamental “Ws”:
- Why are you creating the content you’re creating? (Your objectives for the content for example: Attract new clients, raise awareness about your company…)
- Who are you creating it for? (Your ideal audience)
- What do you want the content to achieve? (What actions do you want your readers to take and how will you measure your success?)
- When and how are you going to develop the content? (What type of content are you going to create? Do you have a publishing schedule?)
- Where are you going to publish?
Ok so you have to be consistent but more importantly, your content has to be meaningful.
Sue-Ann Bubacz tells us in this excellent article that relevant content:
smacks an audience in the face, resonates with them via their heart and then their head, and offers something new and fresh—or at least adds an extra twist of some sort—beats weekly vomit, hands down.”
3. Your content is constructive
Content is constructive if it’s useful to your target audience. It doesn’t come across as pushy or salesy. Rather great content improves lives, solves problems, and starts conversations.
You should be clear on your goal for your content before you start creating it.
What is it that you want your audience to do?
For example, if you’re trying to position yourself as an authority in your field and a valuable resource to your target audience you can demonstrate this through case studies for example, and offer these as a free download.
4. Your content is shareable
Creating remarkable content for most of us isn’t a walk in the park. Depending on niche and level of expertise, most bloggers try to add value by including links to relevant content, reference case studies and reports while injecting personality into their post.
This takes time and effort.
In fact, according to the 2016 Blogger Research Survey bloggers now spend over 2 hours writing a blog post.
So here’s my question:
If, like me, you’re investing so much time on your blog posts why aren’t you adding share buttons to your posts?
Don’t be that blogger who doesn’t make it easy for their readers to share their work and spread the word.
Here’s what you can do:
- Add a plugin like Sumo if you’re on WordPress (there is a free version) or
- For more social share plugin options read this article.
5. Your content is impeccable
. Don’t waste your time or your readers’ time by writing and publishing frivolous or provocative content that you don’t actually believe in.
Author Miguel Ruiz says this in his book The Four Agreements:
Speak with integrity. Say only what you mean. Avoid using the word to speak against yourself or to gossip about others. Use the power of your word in the direction of truth and love.
I love this quote because it’s a beautiful reminder that our words carry power and if we are to yield this power then let us use it wisely.
When you write, write with certainty.
Don’t shy away from your truth, knowledge or experience.
Eliminate phrases like “I think …”
You either know your sh*t or you don’t.
Sure, not everything you and I write is going to be celebrated as positive and uplifting but as long as what we are adding to the interverse is constructive and helpful to some – even someone (preferably your target audience)- we are doing okay.
Remember this though: It’s one thing having an opinion and a whole other thing writing or creating jarring and provocative content you hope will go viral.
Now over to you. Did you find this post helpful? What else would you add?
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