Businesses of every type and in every sector need a content plan to succeed if they want to engage with potential customers and boost their presence online – this is as true for traditional business as it is for online marketing – everyone from dentists – to boutique owners – to builders – to online marketers can increase their exposure and ultimately get more sales with a well thought out (and well executed) content plan.
Most people think that to create good content you need expensive specialists around you but that just isn’t true! If you have the time to put in place a well thought out plan then creating content doesn’t need to be a chore.
Staring at blank screens and getting more and more frustrated can become a thing of the past. You can share your knowledge with potential customers in a coherent and productive way.
Without a plan, success or failure just becomes the luck of the draw! The content you are putting out there is a reflection of your business. If it isn’t appropriate, you risk all of your time and effort going to waste.
What do you really want to achieve?
The first thing you need to consider in your content plan is what you want to achieve?
You need to think about:
- What is your niche or industry?
- Who is your target audience?
- How can you help them?
- What is it that you want them to learn?
- What do you want to achieve? (is it a sale, a subscribe, an email address)
It’s important to get this right because this will effect how you write the piece of content. You really need to know what you want to get out of writing that particular piece of content before you can help the reader/viewer/subscriber to get what they need out of the piece.
Who am I creating content for?
This is another essential piece of the content marketing puzzle. You need to get really specific about who you are writing the content for.
It is no good trying to create content that appeals to everyone because in the end you end up appealing to no one!
If you are a dentist looking for new patients to pay into a regular dental plan or sell a new product. Write about dental care for children, dental care for adults, how to brush teeth properly, products you would recommend, whitening teeth and other things that may appeal to someone doing some research on the topic.
If you are a builder, a decorator or a plumber then write great content about renovating houses, funny stories about rescuing bodge it want to be builders and clients who have needed your help. Write testimonials, write ideas for those wanting to renovate or build a house.
If you are an online marketer write about your journey, the people you are meeting, the steps you are taking, the lessons you are learning and the money you are earning!
You need to spend some time thinking about your ideal customer and what it is they want to know before they buy in to whatever it is that you are selling!
What do I write about?
Think about questions you get asked in person or by email/phone/messenger on a day to day basis.
The aim of producing content online is answering these questions – just in another way!
For example I get so many questions from people via email and Facebook messenger asking me how I get ideas for my content for my profile (you can check it out here) , my email broadcasts (you can subscribe here) and my blog posts (see the full list here). and that was the inspiration for writing this post!
I know that if people are taking the time to ask me these questions in person then there are definitely people out there that will be interested in reading the information that I am sharing.
It all comes down to planning out a structured way to capture and then answer those questions. Do this in a format you can share with others that don’t know you personally yet.
Once they search online and find the content that answers their questions you have a real chance of building a relationship with that person and turning them into a customer.
I know this can seem daunting for a business owner with no marketing department at their beck and call. It can be quite simple though!
I have popped a template below that I use to brainstorm ideas for the content that I create. It is quite simplistic but simple is all that you need!
You simply have to break your business down into categories that explain what your business is really about. Then break those categories down even further into sub categories. Create sub categories based on things needed to get a really good grasp of the original category.
This is about questions that need answering and information that’s needed to help make decisions about purchasing your product.
Finally take each of the sub category headings and start to list out potential content pieces. These should answer those questions or address those concerns.
It really does help you to stay on track because you should only be writing about things in these categories!
I am planning further blog posts to get into the nitty gritty of content creation. For now this should be helpful in getting you started with brainstorming and mind mapping out content for your business. No matter what that business may be!
I have been very fortunate to build an online income over the past few years, if this is something you’d like to do too you can see here exactly how I make money from this blog.
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