Using Content to Lead in Your Field
Website content is King! It is the most critical piece of setting you up online as a trustworthy, valuable expert. Let’s build your credibility with a series of articles that establish you as a ruler in your field. Then you can share this content on social media and email marketing.
Side note: It seems overwhelming, but like most projects, this is just a series of steps, and you’ve got this! If you are new to content strategy, start with only one month and one blog post.
Your website and social media require a constant stream of relevant content to prove your credibility. Keep top of mind that your articles are NOT sales pitches. They are informational and educational pieces that help your potential customers see you as an expert. They can be about any topic relevant to your field.
So, let’s get started with topics. Jot down a list of 12 issues that your company solves. This example list is for my marketing business:
- website out of date
- website not optimized
- inconsistent branding
- low visibility
- Google listing incomplete
- an out-of-date logo
- confusing sales brochure
- need a follow-up system
- need fundraising materials
- need a content plan
- need business card
- need post visuals and infographics
Go ahead and make your list. I’ll wait.
Ready?
Now that you have a list, you can see a direction for your first series of posts. EDUCATE the public about how these are disadvantages and about the first steps to fix. If you like to write, take the first topic and conversationally cover it from the customer perspective.
- Spell out the problem your customer faces with empathy.
- Clarify the disadvantages from their perspective.
- Describe the corrected situation and how things have improved.
- Provide a checklist of things to consider and critical factors of the process.
To add some bulk, you can give examples, variations, and real-life testimonials. Generally, blog posts should be 500-900 words.
If you don’t want to write, find some content to share. Relevant, shared content is just as interesting to your potential customers. The next article will discuss how to turn this content into a series of social media posts. View last week’s “5 Reasons you should care about content marketing.”
