Often times, entrepreneurs who are just starting out, struggle with producing useful content to promote their business services or products. When you’re thinking about writing online content for your business, there are some essential areas to focus on. You want to make sure that you’re presenting your brand in the right way. It’s going to have a huge impact on the success (or lack) of your business.
The internet is overloaded with entrepreneurs, marketers, bloggers, advertisers all competing for your attention. It’s literally choking with content, and a huge percent of that content is low quality with little substance. There’s a tendency to release low-grade content and “hype” it up to get it noticed, but for any business to develop long-term growth, it has to present itself with quality content. A business needs to market it’s content, as much as the product itself.
It starts with content.If you work online then content marketing should be the heart of your business. It doesn’t matter what niche industry you’re in, what you’re selling, or even (dare I say….) the price-point. What and how you present is going to essentially define your business’s image, brand, reputation and audience.
As an online entrepreneur, you need to be in the business of delivering relevant and thought-provoking information to your audience. Don’t constantly push products and sales pitches. Know how to effectively communicate without always trying to sell, sell, sell. Instead, strive to educate and empower people to make well-informed decisions. Help them to be intelligent, thoughtful buyers and investors.
Be the “go-to” authority in your industry. When you consistently produce reliable and informative content, you’ll gain credibility in your chosen niche market because people trust your opinion. When you’re a trusted resource, your recommendations will resonate and boost the momentum of your business.
How you communicate with your audience is essential to building a long-term business. Your content is your brand. Your voice is the main tool you need to support it. If you’re an entrepreneur, blogger, marketer, or just an average joe with an opinion, your voice is your most important presentation tool.
When you have something important to say, you want to be heard. Your audience deserves to hear your voice because it’s speaking about thought-provoking and relevant ideas. Decide on the most effective conduit to make those ideas heard. A variety of methods can help reach a broader audience, and can also make it fresh for your loyal followers.
Think about what you have to say. Can it be said in 140 characters or less? Try tweeting it. Or maybe a picture would be “pinteresting” and resonate more clearly. Does it need a meatier blog post? Put it on your site, someone else’s blog, create a newsletter to send to your audience list, or submit it to a magazine for publication. There are dozens of ways to distribute your content.
Think about who you’re talking to. Is this a YouTube friendly audience, or would something in their Inbox get more exposure for you? Maybe you write a post for your blog and advertise it with a quick pre-view on Facebook to gain interest. Remember, it’s about communicating effectively, and marketing your content.
Build the Essential Relationship
If you’ve ever taken any kind of course in public speaking, presenting, or content marketing, then you’ve heard this. Still, it can’t be said enough. Know your audience. What could be more essential to your business than the relationship you have with your audience? Get to know them. Know who they are, what they want, and what their needs are.
Remember they’re yours – your following, your teachers, your mentors, colleagues, friends and neighbors. Often they’re even your competitors. Whatever hat they wear to the party, these are the people who want to hear what you have to tell them. And equally important you want to hear what they have to say. Have a dialogue with them every day to keep the relationship thriving. Make it worth their while to tune in again tomorrow.
Believe in the substance and value of your content, services and products. You have to have conviction about what you’re presenting. If you don’t believe in it, why should anyone else? If you don’t sound like you believe in it, how can you convince anyone else? Say what you believe, believe in what you say, have conviction, and give your audience something of value.
The operative word here is give. Don’t sell them your thoughts, your insight, your recommendations or your charming demeanor. Offer it for free.
Lighten up a little. Free yourself up in your writing, and in how you present your content. Not only is it okay to be creative and think out of the box, but you’ll create a stronger interaction with your audience. They’ll engage more with you when you humanize yourself. Let them get to know you. Put your name, your picture and a mini-bio out there along with your content. Open the door and let the people in. When people connect with you as a person, they’re more likely to listen to what you have to say. Your business will flourish if you establish a loyal following by engaging with your audience.
Of course that comes over time. You need to consistently demonstrate your authority in order to become a leader in your industry. The quality of your content is an investment for your long-term business. Your voice becomes your leading product. Offer it free of charge, but remember it’s the most valuable commodity on the table. If your voice is strong, reliable and holds conviction your audience will be loyal to you. It will give you a well-deserved edge over the competition that’s offering cheap, low-quality content. And that’s priceless.