In 2010 I began working as a Marketing Manager for a cloud-based software company. They were a start-up, still growing and establishing their presence but were already considered a leader in the machine-to-machine communications and the Internet of things industry.
I was responsible for managing the websites, email marketing and building the company’s online presence. I loved what I did, but the cherry on top was the people I worked with. They were a super experienced team with backgrounds in product marketing and demand generation. They had a ton of knowledge and were always willing to share their knowledge and push me to be the best I could.
One of the greatest lessons I learned as a member of this team, is that “Content is King.” Or, perhaps I should say “Content is Queen.”
Either way, I learned that content is a key element of building and growing a successful business. When you create content that converts, you grow your business.
For anyone not familiar with this saying, it actually comes from an essay written by Bill Gates and published on the Microsoft website in 1996. The essay was titled “Content is King.” He opens the essay by explaining, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
The essay goes on to discuss how important content will be for businesses as the Internet grows and how no matter the business size, it should be sharing content that provides information or entertainment. He ends by saying, “Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.”
Over 20 years later, this essay still rings true.
If you are building a business online, your content is vital to the success of your business
Each piece of content you create is an opportunity to connect with your audience; whether on your website, social media, your podcast or any other platform you use. Your content guides your audience through the know, like and trust cycle—taking them from general awareness to becoming a dedicated client.
With the right content, you can change the entire trajectory of your business. So today, I’m sharing my top 7 tips for up-leveling your content game—so you can make the biggest impact with the greatest ease.
1. REPURPOSE CONTENT
Repurposing content allows anyone who missed your content the first time around, a second opportunity to see it. It’s a simple way to establish and re-establish your expertise, drive a key point home, and get the biggest ROI possible.
2. BE CONSISTENT.
Keep your brand consistent and cohesive across your platforms. Remember, the more consistent and cohesive you are, the more your audience will connect to your brand. You want your ideal clients to read a social media post, feel connected, then click through to your website and say, “Yes! This is the same business and I still feel connected!”
3. TELL THE STORY.
Research shows that people are more likely to remember content or information if it is framed as a story. When things are put into a narrative with a beginning, middle, and end—the audience connects on an emotional level and can experience the story vicariously. So, whenever possible frame your content as a story.
4. ENCOURAGE ENGAGEMENT.
The most powerful way to grow your business is by creating meaningful relationships. People are more likely to invest in someone they feel connected to and that they trust. To build meaningful relationships, you have to create opportunities for engagement. So, encourage questions, and don’t be afraid to make your content actionable. Provide your audience with a chance to reflect, answer, or become involved. Remember, an engaged audience is also an invested audience.
5. USE VIDEO.
Sales happen when trust has been established. To establish trust you need to create a connection. Video is one of the most powerful tools available to create a connection because it engages and ignites emotions. It is a way to show up authentically and explain even the most complex ideas. To top it off, video tends to be mobile-friendly and Google LOVES it (so hooray if you use it on your website). So whether you on social media, updating your website or creating blog posts—consider how you can incorporate video.
6. SHOW UP LIVE.
If using video sounds easy to you, consider upping the ante and showing up live on a webinar, Facebook Live, or Instagram. This is an easy way to re-purpose your best content (so you aren’t pulling things out of thin air) and to create engagement with your audience.
7. FOCUS ON WHAT WORKS.
If you can identify when and why your audience engaged with you—you can make it happen again! It doesn’t matter whether it’s in emails, on social media, or on your website—when you identify what works and build from there you shift your business forward. It’s like learning a recipe, you just need to get the ingredients and make it again.
You see, content is such an amazing tool to support your business. It can educate, inspire, entertain and convince your audience of your worth. A great piece of content can tip the scale and from someone being potentially interested in working with you, to investing on the spot.
