I think this is the biggest challenge. To consistently produce relevant, interesting, valuable, useful information that solves your reader’s pain points. The issue is that it’s hard for a small business owners to take of their “sales” hat and put on a “publisher” hat. It’s a problematic transition to make.
Content Marketing still seems to represent a very small chunk of the overall marketing budget pie. If you look at a range of small businesses in terms of their approach to Content Marketing, you will see some that are basically just trying to sell and not add value to their website visitors.
Customers, Buyers, Consumers etc. have access to more content and information than ever before over an ever more fragmented media landscape. The only way to thrive is through having the best content. To give real thought leadership. As small business owners we need to think as publishers not just as marketing or sales people. We need to meet our audience expectations.
To be a truly great editorial person then you need to be gifted storyteller. If we hear a great story that serves us, solves our problem, or feeds our passion then we are captivated. To create real engagement with people through content then we need to learn to be effective story tellers. We need to have a different mindset.
So what can you do to start this journey of transformation? I recently blogged about some Content Marketing guidelines and here are another three:
- Do some in-depth customer research. Find out and truly understand what information needs exist for solving problems, providing though leadership and even for entertainment.
- Create buyer personas and allocate each one with the type of content that will be the most useful for them.
- Build an editorial calendar that gives a good range and mix of content.