Are you creating a powerful brand with your content marketing efforts? Have you ever really thought about how your message differentiates you from the millions of others out there?
How different are you really from the thousands of other blogs in your niche? What do you want to be known for as a brand?
Most business owners and marketers never really think about this. That’s why they never stand out.
Look 5 years down the road from now. What topic of content do you want to be associated with? What types of products or services do you see yourself offering? What type of business and community do you want to create?
These are all questions that help to set your business up for success in such a crowded arena.
Knowing the answers to these questions will help you for the core categories of your blog. When you consistently create content on a few core categories, your market associates you with these categories. You build authority and your content becomes the go-to source for those topics.
But building content authority comes with having a distinctive point of view.
Having a distinctive point of view on a topic creates a content tilt, and it’s this tilt that separates you from everyone else. It’s what makes you and your content different. It’s also what gets your audience to take notice and reward you with their attention.
There are a few ways to find your content tilt:
- What perspectives and viewpoints in your niche do you take an opposite view on?
- What questions are being asked by your audience within the niche that aren’t being addressed?
- Are there things that have become common within the niche that aren’t necessarily true?
- Are there any specific methods you use that get your readers or customers results?
- What are the common mistakes or misconceptions the audience has about the content in your niche?
- What are the biggest light bulb moments that have impacted the way you do certain things and/or have helped your readers and customers?
Answering these questions can help you find the content tilt for your business and create a more powerful brand.
Which of these are most aligned with the vision and goals you have for your business? Which do you want to have your name and business associated with?
This becomes your brand footprint.
Once you’ve nailed this down, you want to burn it into every single touch point you have with your audience. This helps to position your brand in such a crowded online space.
Powerful Brands Build Content Around Relevant Topics that Speak to The Business Purpose
Once you’ve discovered how to stand out in your marketplace, you’ll want to be thinking about how to not only create the main 7 categories for your content, but break those down in sub-categories and posts as well.
The goal here is to help your audience and customers become proficient in a particular category.
There is no way your audience will become proficient in any topic through a single content piece. You have to create several pieces of content that weave together to help your audience grasp the overall concept. This is where having sub-categories helps.
Ask yourself, “What does my reader need to know to become proficient in this category?” If your topic was something like digital marketing, then there will be many different topics from beginner to advanced to help your audience.
Is there a way you can create main ‘beginner’ categories and then break those categories into step-by-step type sub-categories? Once you’ve created your sub-categories, it makes it much easier to come up with potential topics and content pieces for those categories.
Which Category Does Your Audience Fit Into?
Your audience and/or customers will always fall into one of five categories. Understanding this concept makes it easier to create content around your products and services.
- They have no idea about the problem that your service or product solves.
Some of your audience may not even be aware of the problem your product or service solves or why the problem needs to be solved in the first place.
Type of content to use: Bring attention to the problem. Pain is more effective than stating the benefits. Dig into the pain of what they’re going through.
Ex: “Why you should stop ______________.”
“10 mistakes (audience) makes on their ____________.”
“5 reasons your content marketing plan will fail.”
- They’re starting to become aware of the problem that your product solves. They still have a lot of questions, but you now have their attention and they’re beginning to trust you.
Type of content to use: You want to use posts that are going to maintain their interest once they’re on your list or blog.
Interest posts show them how to avoid the mistakes you just told them they’re making.
Ex: “6 ridiculously easy shortcuts to ___________.”
“How to create a _________ and follow it.”
“A skill every (audience) should have and why.”
- The audience is aware of the problem that your product solves. They trust you and love your content. They feel your product is right for them, however, they’re not quite ready to buy.
Type of content to use: Case studies of your past customers. You can create a post that highlights your own experience with this topic, or ask them to imagine how different their lives will be with your product. The content you create has to instill the desire for your product.
Ex: “Why I hate _________.”
List your reasons and then talk about how your product helped you. This works wonderfully for both email marketing and blog posts.
“7 questions you need to be asking yourself before joining _______.”
Explain why they need to consider these 7 questions and then showcase how your product helps to address that need or problem.
- They’re ready to buy but still have questions.
This section of your audience wants to buy from you but they still need some guidance or an incentive, or maybe encouragement before buying. You have to be willing to answer those questions.
Type of content: A detailed FAQ page or section on your sales page. Install a free live chat app on your sales page. Reply to all email questions in a timely manner.
Your content here has to inspire action by highlighting the benefits of your solution.
- They’ve already purchased your product/ service and they’re ready for more great stuff from you.
Type of content: Have an email service that works as an on-boarding series that not only introduces the product they just purchased, but holds their hands through the process.
These content pieces should also follow through in videos as well.
In order for you to efficiently move your audience and customers from one phase of the journey to the next, ask yourself these questions:
“What keeps my audience stuck In this particular phase?”
“What do they need from me and my content to move forward?”
Taking the time to consider all of these factors, and create the necessary content categories that helps create successful readers and customers, will help you create a powerful brand, have your audience see you as the authority, and increase sales exponentially.