Keys to creating AMAZING quality content!
You've probably already figured out that having a business blog can help you grow your business. It's a budget-friendly way to help get you noticed when your ideal customers are looking for you instead of interrupting them with tv or radio ads.
But how do you get their attention? You can't just put out articles about any ole thing... and you can't fill your blog with articles about you, your company, your products, or your services. Doing that just ensures that you aren't paying attention to what your visitors and customers want to read about. And if you aren't putting their needs first - then they won't come to you for information.
So let's take a look at what quality content is and why you should spend time creating it and putting it on your company's blog.
So... what the heck is "quality content"?
Put simply... high-quality content is articles that keeps people coming back to your site to read it for a long time. It's typically comprised of information that applies directly to a pain point or opportunity that your ideal customer will have. No matter what industry or business you are in, your customers will always have some common things going on that you can use for inspiration to create these articles.
- What problems do you solve? Writing articles about those problems and how they can be solved can reach your customers before they even know that they need you.
- When you're working on making a sale, what are the common objections that people have? How do you typically overcome those objections? If it's by educating them, then that can be a great article.
- What opportunities do you present? Helping people understand those opportunities can be great content.
- When a customer first comes to you, and they say they tried _____... what things do you just shake your head and go "Yeah... I wish you would have know ___ first before you tried that. It would have you so much money, hassle, headache."
Are you noticing a trend here? The best articles that your customers will want to read are the ones that put their wants, needs, fears, and opportunities first. You aren't writing about how you are the best solution to their problem. You are educating them that a particular product or service could be the solution... it just so happens that you offer that, so you can help.
Speak their language!
When you're writing content, be sure that you are using language your customer is likely to use.
For example... let's say that you sell life insurance. If your customer is not likely to know what "whole life policies" are, then don't use that term. Instead, focus on using phrasing that they typically use when they first come to. "I want to get a policy that I can pull from in my retirement if I need to." You might write articles along the lines of "What are your options for life insurance that can use for retirement." From there you can educate them on what a whole life policy is and why it's a good choice.
Don't be afraid to ask for feedback!
While you're working on building your audience, you can ask current clients, friends, and family to read your articles and give their feedback. It's important to make sure that you don't come off like a sleazy sales guy fast-balling pitches... and that you are using language your customers could understand so that feedback can really help you refine what you're writing about.
Once you have a more established audience, you can even reach out to them and see what types of content they'd like to see you write about. And you can get their feedback on the articles that they liked the most and why.
Don't forget to be actionable!
There is a LOT of information on every topic imaginable scattered throughout the internet. The really good content will give you direct steps... actionable steps... that a reader to follow to fix their problem, or move forward towards goals.
So make sure you're making it easy to understand and implement.
The #1 reason blog articles don't generate leads and new business for you is because you forgot to tell the reader what the next step is.
With every... single... article... you... publish... you have absolutely got to include the next step. And this advice doesn't stop at just your blog. If you do a mailer, or a post on social media, or a radio ad, or any marketing at all, then you need to make it super easy for a prospect to get to the next step. Don't make them think about it, and give them all the information they need to move along to that step.
Do you have a blog for your business?
Tell me how often you post to your blog and if you see a lot of engagement with your readers.
One of my first jobs was running a cash register in my grandmothers diner. My job was to talk to customers and and to keep everything in my area neat and organized. Now years later those lessons I learned help me in managing client files and projects. Making sure our team is working to help our clients reach their business goals is what drives me everyday.
I am a strong believer that to succeed in life you have to work hard and never let roadblocks stand in your way. You have to read and study but you also have to experience life and all that it can teach you.
My mission is to help clients and our team have the materials and knowledge they need to make every project a success, while making sure to spread some of the information I learn around for others to enjoy.