You could have the most visually appealing website, an eye-catching leaflet, or imaginative images on your blog, but if your words fail to get the attention of your target customer, you’ll be disappointed.
With so much choice (and competition), it’s critical that your voice makes an impact – if you want to get heard.
And that’s the true value of content marketing.
Package up your insights, ideas, and expert know-how into blogs, e-books, emails, and all manner of compelling content, and you can engage potential customers early in their buying cycle, and forge the relationships that pave the way to a sale.
But take heed
You can rush up any old thing.
The problem with content right now is its creation has become a commodity. You can buy fresh content for a fiver or rely on cut and paste templates. Yes, you’re adding ideas into to the mix, but when you put cost over quality and allow someone else’s voice to shape your marketing; you undermine your message – significantly.
And that’s why I encourage you to take a stand, own YOUR unique message, and be authentic.
In short, express YOUR voice and your ideas and choose your words carefully. Do this, and you’ll find that your content will help you make more sales, establish expert authority, and grow your ‘know, like, trust’ factor.
Creating content? Be yourself…
When you share your expertise through your content, you’ll add value to your target customer whilst repelling the people who aren’t your type. Remember, all things equal, your customers buy from people that they like. So when your content is infused with your personality and your individuality, you allow people to connect with you. In this way, you can share your message on a one-to-many basis and increase your impact (and visibility) substantially.
So don’t hold back when in creation mode.
Don’t put on that alien corporate head and talk someone that you’re not.
Sure, not everyone will like your individual style, but that’s a VERY good thing. Just be yourself, be truthful and you’ll find that a tribe of loyal fans will begin to collect around your message – assuming your content genuinely adds value and helps these people.
Don’t be ‘willy nilly’ – create strategically
Once you allow your authentic, natural voice to shine through your words, it’s easy to find yourself writing about any old thing. But again, be wary of this approach.
Instead, create content with a strategic intention – and that’s how my Pioneer Compass can help – by guiding you through the five stages of content creation so that you create and share a message that genuinely adds value to your business and your expert brand.
ALL-NEW: Pioneer Content that Connects and Converts
If you’d like to combine the power of content marketing and your personality in your business, but you struggle to find the right words and aren’t sure how to have an impact, then this process is for you.
Here’s what the process covers:
Point 1: POSITIONING
You’ll start by exploring how you want to present your message to your target customers.
We’ll define your personality, your WHY, your expert know-how, and your positioning piece.
I promise you’ve never unpicked your message in such a comprehensive and detailed way – but with these critical foundations firmly in place, you’ll find you can express your authentic voice with confidence and impact.
Point 2: PEOPLE
Once you’re clear on how you want to appear in the market, the next step is to discover who’s the right who for you.
Remember, your business should not and does NOT appeal to everyone. If you have a broad, generic message, you’ll actually appeal to no one – because you’re just not relevant.
That’s why in this second stage of the process we need to get clear on the people who you can best serve. In turn, you’ll start to identify the sweet spot that happens when your expertise collides with your most perfect customer. It’s magic 🙂
Point 3: PATH
Remember, content creation should take place in a structured, strategic way.
What’s more, your content should proactively help you grow and develop your business (and your message). That’s why the next step is to take a look at your BIG BUSINESS GOALS.
- What do you really want to achieve over the next 90-day?
- Where do you see your business in the next year?
- How do you want to be perceived in the weeks, months, and years ahead?
Once you understand the wider perspective for your message, you can get clear on the content pieces needed to help achieve these ambitions.
Point 4: PLAN
With your PATH defined, the next step is to get into the detail.
During this nitty-gritty phase, you’ll begin to map put the specific content pieces you need to create to walk your PATH.
The Content Alignment Table is a powerful tool, which details a wide range of content pieces and explains when and why you should create them. Again, this planning takes a strategic focus. In short, you’ll find that you get a maximum return on your investment when you plan content that seamlessly nudges prospects and customers through your Pioneer Sales Journey.
Point 5: PUBLISH
The final step of your Pioneer Content Journey is to get your message ‘out there’.
Ideas do nothing when they are left in your head. Instead you need to be brave, express your voice, and allow your perfect customer to consume and interact with your thoughts.
In this final step you need to publish your ideas in a strategic way. This is about creating message momentum through various promotional strategies and deciding how you’ll get word out there if you lack the time and inclination to write (trust me, there are lots of other ways to get content ‘out there’ – even if you’re not an accomplished writer).
Interactive, in-depth, inspiring
Currently, I work with people on a one-to-one basis to explore the five stages of the Pioneer Compass. So if you want your message to sound authentic and personality-rich then this process could be just the thing you need to kick-start your content marketing strategy.
My Pioneer Away Days cover the first three stages of the Pioneer Compass. And then if you’d like to work with me to implement content that connects and converts, then I also offer done-for-you content marketing and copywriting packages.
Get on the priority list NOW!
If you’d like to be one of the first to explore Pioneer Content and put the Pioneer Compass to use in your business, just sign up below to get on the priority list.
P.S. I’d LOVE to work with you to help you nail your content marketing strategy once and for all. Joining now is a smart decision. What’s mode, if you don’t feel that your investment is worth every penny, I’ll give you your money back. No quibbles, no questions.
Don’t let poor content screw up your profit potential. Instead, find out more about Pioneer Content and give your message the kick-start it needs to really deliver a profitable return.