Struggling with creating compelling content? It’s not just you
Picture this: you’ve spent hours creating some of the best content you’ve ever put out into the world. The pièce de résistance of blogs, videos, infographics, case studies, lists, Instagram graphics, etc. If there were a Pulitzer Prize for on-brand marketing – you’d win (or at least be nominated).
You are feeling confident, well-researched and ready for those leads to start pouring in.
Your post is live, and then just like that, you find yourself feeling like a pre- (and post) 2016 Leonardo DiCaprio at the Oscars: overlooked and underappreciated.
Not only is your content not converting or increasing engagement… it’s getting totally lost in the mix.
Don’t worry; we’ve all been there. Business owners, entrepreneurs, bloggers, and marketers have been struggling with the same problems for YEARS: how to create compelling marketing content.
It’s no secret the game has changed; going viral pre-TikTik meant having a strategic multimillion-dollar marketing campaign and Britney Spears (#FreeBritney) or Madonna as the face of your brand. Now, it’s all about shareable, easily digestible, trending content.
Now, am I saying you need to go viral to get leads? Absolutely not.
But so many people struggle with creating content that resonates with their audience. Usually, because they aren’t creating content intentionally, in a way that connects to their larger business strategy… and a good strategy is key to not only content but wider business success. 😉
Think of your marketing strategy like a poker game; every player is throwing money on the table hoping to win, but let’s be honest, many are almost entirely relying on luck. But the ones who know the strategy behind the game are taking home the pot.
Throughout this article, I will help you find a strategy that works so you can exponentially increase your odds of winning! I’ll show you 7 effective and simple ideas that will land with your audience every time.
Pssst, make sure you read to the end for the strategy that I usually sell to my clients for upwards of $5k!
Are You Speaking to the Right People? Identifying Your Ideal Customer is Key
At this point, I think we can agree that what you share matters. It’s not enough to just engage with your audience – likes and comments are great, but they probably aren’t putting food on the table.
To start, you need to be speaking to the right people. I covered the importance of identifying your ideal customer in my last blog, so be sure to give that a read if you haven’t already – as it is truly the foundation of any content strategy.
As part of identifying your ideal customer, you need to identify their pain points and desires to create content that serves them.
Andi’s Answer: Remember, the best content is material your audience finds valuable. Content that is easily digestible and solves a specific problem.
Think of it as solution-orientated content. They have a problem, and your product or service is the solution.
Next, you need to be thinking about your goals. All your content should be moving your audience closer to taking a specific action so you can meet those goals.
If your goal is to grow your email following and get people to sign up for your newsletter, a how-to video about using your product is informative and valuable – and surely solving a problem your customer has. However, it’s still missing the mark because you haven’t made it clear what you want your audience to do.
This is where you need to start thinking of your content process as an English Trifle… (yes, there is a Friend’s reference coming up) …
- Your first layer is your ideal customer: are you speaking to the right people?
- The second layer is the problem you are solving: they have a problem, and you have the answer.
- The third layer is your business goals: is your content helping you meet your goals? What action do you want your audience to take?
When you start taking away or adding random layers or assumptions, you get Rachel’s questionable Thanksgiving dessert, and unless your ideal customer is Joey… it’s probably going to be a miss.
7 East Content Ideas That Will Resonate With Your Audience
Compelling content always starts with the right topic, because as we know, your content isn’t going to perform if it’s not valuable to your audience.
So you’ve done the work and gathered the insights you need for the layers we just spoke about.
Side note: if you are struggling with this part, we’ve got you covered – make sure you read until the end!
Okay, let’s dive into those 7 easy content ideas I promised. Ask yourself the following question to generate some killer resonating content:
1. What are the most common questions your customers have that are directly related to your product / service?
If you are a course creator specializing in marketing, then your customers would be those who need to learn about marketing itself, your answers might look like this:
- Why aren’t my ads working?
- How do I do x, y and z on Instagram?
- How do I increase my engagement?
Say you are a business coach, in which case your customers are small businesses looking to improve their own companies, they might have questions like:
- How do I manage my time better?
- How do I manage underperforming employees?
- Why is my business not growing?
Or you are selling a product, let’s say women’s activewear, then your customer is a woman in her 20-30s looking to lead a healthy lifestyle, and their questions could be:
- How can I work out without being too sweaty?
- What is the most breathable material?
- What is the best activewear for yoga?
Are you seeing what I’m seeing? Content gold that will resonate with your audience because you are speaking directly to them and solving their problem.
A question my own customers have is: why aren’t my ads working? So I wrote a blog on it and shared it across all my platforms and then took snippets from my article and turned them into bite-sized, easily digestible content for Instagram and Facebook.
I am speaking to the right people, it solves a problem, and I am clear about my goals and the action I want my audience to take (anyone else craving a trifle?).
2. What are your ideal customer’s goals?
You have your personal and business goals, and your audience has theirs. You can connect with them by showing them how you can help them achieve said goals.
Example: a course creator specializing in marketing. Their audience might have these goals:
- To increase their revenue so they can quit their 9-5
- To be able to pick and choose their projects
- To grow their business by __ %
Andi’s Answer: people love real emotion. Don’t be afraid to get personal when creating content. If you are sharing a video about how you can help people quit their 9-5 to pursue their dream business… talk about your own experience and feelings. How did you do that?
3. What are your dream clients googling?
Who runs the world!? Google. There are tons of free resources out there to see what people are googling. Click here for a list of 44 free tools.
Example: a business coach. Their audience might be googling these phrases:
- What is team building?
- How much does a business coach cost?
- What companies have used a business coach?
4. What are the moments where your product or service could immediately solve a need for your audience?
What do we want? A solution. When do we want it? Now!
If you are a course creator specializing in marketing, your ideal customer might need to know how to look at their Instagram insights… like today! Because a bunch of people are unfollowing their business account. (P.S. if this is you, download our free Instagram Insights Cheat Sheet) https://learn.proofconsulting.ca/Instagram-insights-cheat-sheet?utm_source=direct&utm_medium=blog&utm_campaign=seo&utm_content=compelling-content
We know this is a question they have, so we can create content about how they can check to see what is going on as soon as they read it / see it.
5. What are the most common problems your avatar has that are directly related to your product / service?
Example: you are selling activewear. Your audience might have these problems:
- I want to look good and be comfortable in my gym wear
- My sports bra doesn’t offer enough support
- I don’t want to spend a lot of money
Showing them how your product solves their problem and does it in style, is sure to be something they would be interested in.
6. What is going on where you can be a part of the conversation?
Remember when I mentioned trending topics? Well, this is more about being socially aware and inserting yourself into honest, relative conversations.
If a lot is breaking out on social media about equality in women’s sports or the Olympics and you sell women’s activewear… your ideal customer will probably be part of that conversation, so take it as an opportunity to connect with them.
By looking through the lens of the customer, you build trust with your audience.
7. What’s new in your business?
This is pretty self-explanatory; your product or service solves a problem, and your audience needs to know about it. So don’t be shy about talking business… just be sure to speak about it in a benefit or results-driven way, so your ideal customer understands what THEY need it.
If you are a business coach and have decided to team up with a like-minded lifestyle coach to combine your services to offer a new perspective to your clients – let them know!
It can be major news about your company (rebranding, new product launches, new markets, etc), partnerships that they will be excited to hear about (and give your biz more clout), or company pillars that your ideal customers align with (going green, social corporate responsibility, gender equality, etc.).
The Customer Journey Process
Below is an example of how I categorize my own audience’s questions and problems.
This is what we call the Awareness stage of a customer’s journey. You might be wondering how I came up with such specific questions. I have a process taking me from Awareness to Consideration to Conversation to Customer Loyalty. It’s all about putting yourself in the customer’s shoes and looking at the customer journey process from THEIR perspective.
Lucky for you, I have it all available in my brand new: BUSINESS BOOSTER BLUEPRINT!
Design the Business of Your Dreams
For the first time, I am releasing the exact strategy that has helped me manage corporate teams of 20+ professionals, multimillion-dollar campaigns, land me incredible consulting gigs and transform my client’s digital marketing and business strategy. OH, and not to mention, help me create my dream job… well, apparently being a wine and Kardashian connoisseur is not a profitable profession, so this is a VERY close second… that I didn’t even know existed 10+ years ago!
The days of questioning your marketing tactics, losing sight of your goals and delivering low converting content are OVER!
The Business Booster Blueprint will help you:
- Set clear business goals – then crush them! Whether that means growing your business, sales, leads, engagement, or all of the above… it’s all about intentional planning
- Get clear on your ideal customer, their needs, challenges and desires, and build out a customer profile, so you know exactly who you’re speaking to and how to reach them
- Map out your customer journey and create content that answers all your ideal customer’s burning questions, which leads to increased website traffic and higher conversion rates
- Craft a quarterly business strategy that translates into a monthly tactical plan, so you have clear to-dos to intentionally build your dream business
- Focus your time and energy where it will drive business results, giving you more time and freedom as you achieve your financial goals
There’s nothing more motivating than creating a plan, sticking to it, and realizing just how much you are capable of!