Daily Content Creation – Then Life Happens

Can’t Talk…Now What?

My daily content creation might be in jeopardy. Not being able to talk for 14 days has caused some pretty strange behaviors and some serious reflection.

First The Strange Behavior

I dreamed all night about the value of communication. Really that’s weird! I dream about all of the ways that I communicate over the course of the week. The process of taking a Live Feed on Facebook and turning it into a podcast. I thought about how I take the video content and turn it into worksheets, checklists, blog posts, and training programs.  daily content creationThen I woke and realized that too many things began with the live video. I almost shut down my daily content creation because it all began with me speaking on live video.

There was a time when I wrote first, then spoke what I wrote. But I learned that the live “interaction” allowed me to formulate thoughts from a place that made content more engaging. In other words, I learned to work from a strength. I coach people to do this all the time. In the Content Creation Marketing Machine we always start where you work best and build on that platform.

Now The Serious Reflection

Now I’m going through a temporary disruption of that process. I can’t talk. So what does that mean for my daily content creation? How will I continue to touch my audience in the absence of a voice?

This is what I’ve learned:

  • Video can’t be the only thing I do. If video was my only method of creating content I would be in trouble, but it’s not. In addition to Live Feed videos I also do daily quotes, twitter posts, blog posts, share other people’s content, and offer insight from articles affecting the industry.
  • Draw from my archives. I have a huge library of content from which I can draw. Creating “evergreen” content, the kind of content that’s relevant regardless of what is happening in the world, allows me to draw from that library. Yesterday I shared from the archives “Positive on the Offensive” – always a timely topic.
  • Stay engaged. Just because I can’t talk doesn’t mean that I can’t touch. I have consistently done a video broadcast Monday – Thursday at 9:00am for almost 2 years. There is an expectation that I will be Live at 9:00. When I can’t fulfill that obligation I still need to communicate. I still need to share why. I don’t like to expose my life on FB, but sharing the struggle allows people to care. Allow them to engage with you even if the format changes.
  • Have a plan to expand my footprint. Limitations always cause me to recognize I need to grow. I had become very comfortable with my content process then it got disrupted – time to reevaluate. Obviously there are some automations that would improve the process. However automations can only run what has already been created. Creating additional types of content takes on a new priority. Quizzes, personal messages, forums, Q&A platforms all look like very attractive ways to expand my presence.

So What About You?

Are you depending on a limited number of touch points with your audience? If for some reason that were to be put on hold do you have a plan?

I started the Content Creation Marketing Machine so you could maintain continuous contact with your audience. I was in the process of kicking that program off when this flu hit. Because of that delay I’m making a special offer to anyone who is ready to grow their audience. Use the button below to find out more. The offer changes as soon as I get my voice back.

daily content creation

The Content Marketing Creation Machine

Content Marketing in a Digital Age

Content marketing is a very hot topic. Unlike many marketing trends that catch fire and die quickly, content marketing is here to stay. It’s a proven way to interest customers and convert them into buyers.

The magnitude of information thrown at customers every day causes them to guard their attention closely. If you want to grab your customers’ attention, you need to produce content that solves real problems of higher quality than that of your competitors. That’s a tall order.

“The reality is that while website content can be a great marketing tool, it can also be a trap for the unwary who miss some key opportunities to really develop their marketing efforts online successfully.

“You can read a great guide to creating great content marketing by content marketing guru Neil Patel right here.” via 3 Ways To Destroy Your Website Authority With Bad Content Marketing (And How to Change That For Good)

Write for a Community NOT for an Avatar

Popular marketing says, Create an avatar, spell out all of the demographics and psychographics of that individual. Then write specifically with that person in mind. Visualize them. Speak directly to them. Meet their needs.

Let’s challenge that thinking for a bit.  What if you wrote for a specific community? What if you focused on meeting the needs of a community instead of an individual?

Some examples of a community:

  • Senior citizens
  • Millennials
  • Parents of teenagers
  • Veterans
  • Spouses of soldiers
  • Living in Rural America
  • Teachers of preschoolers
  • Recovering disco fans

You get the idea. The community interest is the glue that binds the community not the demographics or psychographics. Each member of the community may drive a range of vehicles, shop in a diversity of locations, or have different spending habits. but they’re loyal to the community. Address the community and you reach a broader base in a more targeted manner. Address the behaviors and spending habits and you’ll be chasing forever.

Writing for the community sets you apart as the expert. When you speak to the needs of the community you’re talking to their loyalties. Try to address each individual and you risk missing them all.

Example:

Your business is recycled Japanese car parts. Who should your avatar include? Doctors? Retired School Teachers? Yuppies? Car enthusiasts?

How would you know for sure? You could take a look at your current client list. Or you could consider Miata owners community. Would it be easier to target the community or target individuals in that community?

This is a diverse group of people as you can imagine. Targeting a specific demographic you very well could miss your target. By meeting the needs of the Miata Owners Community you speak to the loyalty of the group.

 

Community focus flies in the face of traditional marketing

Traditional marketing says, “create an avatar (your ideal client), give him/her a name, know everything you can about that person, then speak specifically to them.”

Let’s go back to your business. Your business is selling recycled imported car parts. It’s not, to sell to a retired school teacher who likes to cruise around with the top down. Who makes $64,000 a year and invests heavily in the stock market. This school teacher has 7 grandkids and reads the Wall Street Journal daily. 

You sell recycled imported car parts…

Who is in the market for your business? Focus on the avatar and you’ll struggle trying to hit the target. Focus on the community and hit it with deadeye accuracy.

What if you frequently contributed quality content to the Miata Owners Community about: “The care of imported cars.” “Where to source quality parts.” “Ten really cool places to take a road trip in your amazing Miata on days when you can ride with your top down.” “The Top Twelve Best Brokers in America to Buy a Vintage Miata.” “Tips for insuring a vintage import.” 

You get the idea. When you’re contributing to the community you stand out from the crowd. Your contribution increases the value of the community. You’re demonstrating that you care about people who own Miata’s.

Studying the community allows you to focus your Content Marketing…

  • Read what they write. Listen to their questions. Tap into feelings and emotions in your writing. Once you understand how your buyers want to feel when they use your product, you can evoke those feelings with your content.
  • Know your communities’ buying triggers. Then send your emails and messages at the right time to interest buyers. You can also make sure that the same content is on your website and anywhere else your buyers find you.
  • Directly address problems the community experiences. Solving problems in the community helps you stand out as the expert. Your content, however you deliver it, should focus on problem solving. The result is revenue.
  • Invite influencers to persuade them. Knowing who your customers listen to (you’ll discover this by listening to and participating in the community) and respect is an important piece of the content puzzle. You want to include influencer endorsements/attributions in your content whenever possible.
  • Let the community set the tone of your voice. Listening will help you determine whether you need a formal voice or something more conversational.

What about Google and SEO?

Organic search results are important, but familiarity with an author carries weight as well. What if they began their Google search looking for you?

If potential buyers are finding you in the communities they love, they will start looking for you when they need what you sell. Build your brand around the value you bring. Content marketing puts you in multiple places all of the time, building your brand (demonstrating your value).

Quality content marketing is the secret to ranking well, but more important is building buyer confidence. You build buyer confidence by creating quality content consistently with authority and supported by market influencers.

Measure Quality by Engagement

Do you get the picture? Quality content is king because it helps you stand out in a noisy crowd. Content that doesn’t engage the audience is just noise. Standing out is essential to getting found.

 

Not just interesting, but useful

It’s not enough to create quality content. You must create useful content as well. Write something that creates an actionable item for your reader. Something that they can immediately put to work. What impact do you think your content would have if you began, “Before the Spring weather hits here are 5 things to post on the wall in your garage. Simple things you can do to extend the life of your roof. None of them require you to leave your mower.”

Become a resource and people will get to know, like, and trust you. When they’re ready to buy, they will also buy from you. A resource of useful information is invaluable in the world of many noises.

 

Don’t just care, listen

It’s not enough to say you care. You must provide a feedback mechanism…it’s called listening! The skill of listening is the most powerful content creation tool you possess. Image the impact that your content would have if you began, “I was reading in the group yesterday and 12 people mentioned that they ________ so I’ve created this ________ to help you find a local solution to __________.”  Then speak to them in their terms, exactly the way they describe the issue.

This is demonstrated listening. A skill that few possess, but an expert has mastered. An expert knows how to listen so that the question behind the question becomes obvious. Having understood the real question, the expert then formulates the response in such a way that the audience embraces the answer.

 

Not just facts, but relatable stories

The art of storytelling is getting lost in our 140 (now 280 characters) character limit world. A story that is meaningful and related to the topic at hand, is more valuable than any other form of communication. Our brains are wired for stories, perfect this skill and your content will stand out!

Create Engaging, Curated Content Like a Machine

Creating high quality content is work! Unless you want cookie cutter results it will always be work. BUT we have a process that can reduce the work and allow you to focus on your unique voice. Let’s talk about it…

Your Content – The Goose That Laid the Golden Egg

Content Marketing 

According to Google, a golden goose is “a continuing source of wealth or profit that may be exhausted if it is misused.” I used to offer a Leadership Training Program called the Care and Feeding of the Goose that Laid the Golden Egg. Today we take those same principles and apply them to your website. While you probably already know that the content on your website reigns supreme, you can also think of it as a golden goose that you must tend to regularly. 

Here are some reasons why…

Your Website Content is Your Golden Goose

According to ancient legend, there was once a man who owned a beautiful golden goose that would lay one egg made of solid gold each day. Everyday the owner would collect an egg. One day the owner became very greedy and killed the goose in an effort to get all of the gold at once. Naturally the plan backfired because a dead goose lays no eggs. Not unlike the golden goose, your website can be a perpetual source of income because it inevitably drives your audience to buy products and services from you. 

So let’s examine a few principles from the Care and Feeding of the Goose that Laid the Golden Egg…

You Need to Feed Your Goose

You can’t put your goose in a pond devoid of fish or vegetation and expect it to survive. She needs to be fed to thrive and to grow so that she can continually   lay golden eggs. In much the same way, you must continue to nurture your website content by updating it regularly and ensuring that it is still relevant. Otherwise, your content will not continue to provide value, so your profits will decline – or even stop altogether. One of the best ways is to create a blog and update it regularly. This can go a long way toward keeping your content fresh and new, which is important to viewership and your search results rank.

Your Goose Thrives in a Flock

Every living thing is better in community. Otherwise, it becomes lonely and self-absorbed. Think of your website content in much the same way, except in this case, community refers to an “other” focus. First, take the needs of the other person in consideration when creating content. Then, backlink to authoritative websites that will help your visitors find the information they need. What’s more, you should make sure that you provide access to your social media pages directly from your site, and vice-versa. Not only does this provide your golden goose with companionship, but it also helps to satisfy Google algorithms that ultimately determine your search results rank.

When you care for your goose…

She Will Provide You With Continual Income

Relevant content is the number one driver of website traffic. Inserting the right keywords in the right places and making sure your content is free from grammar and spelling issues is the same as grooming, feeding, and caring for your golden goose. Remember that things change, including trending keywords and phrases, so you must care for your content by continuously looking for popular and trending keywords related to your industry. You must address trending issues with you unique perspective that your audience will come to depend upon. 

When you fail to tend to your content, or when you push for too much too quickly, you’ll end up killing your goose – and your source of income. Today your website is a very important part of your marketing plan. As such, just like the legend of the golden goose, you must care for your content and nurture it if you want it to continue to thrive and lay those golden eggs.  


Focus on A Quality Content Strategy

The local business owner needs to connect with his/her market in new and engaging ways that makes it easy for them be found, liked and trusted. Let us help you build a strategy that will do that very thing…