November 7, 2018

Pinpoint Your Unique Content Marketing Opportunity


If you think writing blog posts about what you do is your best content option, you might be sorely mistaken. The popular approach to content marketing usually includes some combination of blogging (podcasting, video, etc) + email + social media. (I love that equation!)

The thing is, well, writing articles (or recording) is not for everyone. I've spent several hundred hours convincing (disguised as training) small business owners that blogging is a worthwhile endeavour. Some have success, more don't - for a variety of reasons. What I know is this: if you don't like the work involved, you won't be successful. Your momentum will wane over time.

So, what the heck do you do if you don't want to write or record? (And maybe even if you do.)

Identify something your target market wants and that you can provide easily through the activities you're already doing. For example, if you do lots of research and reading online, curating and collating others' content might be for you. If you're always looking at trends and stats, share interesting tidbits. If cooking is your thing, share recipes. If you're in the know about local events, start a regular event list.

There are 3 main parts to this approach:
1. Knowing your target market and determining what's of value to them.
2. Identifying things you're already doing that can easily be turned into content.
3. Making the commitment to keep it going.

You will be the most successful with your marketing content if it's something you like doing and delights your fans. But neither of those things will matter if you don't do the work to keep it going.

Download this simple worksheet to follow through the ideas in this post. (Want to work through this discovery process with my help? Book a consult here.)

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