Constantly coming up with new ideas for your content can be exhausting. But when you understand the role that content plays in your client journey, then it becomes easier to identify the types of content that you need to be creating and when you need to deliver it to your audience.
At the very start of your journey together your client knows very little about you, your brand or your services. At this point the purpose of content is to educate and create brand awareness. The way that you achieve this is through:
Lead magnet / opt-ins
Email marketing, particularly automations
Social media posts
Videos – FB Live, IGTV, YouTube
About Page on your website
Each type of content works together across the platforms that you choose to deliver them on. If you’re stuck for what to write or speak about, look at these three key sources for ideas that not only connects with your ideal client, but also moves them along the client journey towards nurturing and conversion.
You and your brand
This is an obvious place to start. In order to build trust and expertise with your ideal client, you need to educate them on who you are, what makes you different and what you stand for. This is an opportunity to be personable, start meaningful conversations and connect with your ideal client. Think about content that talks to:
What goes on behind the scenes
How you deliver your service differently to everyone else (your unique selling point)
It’s not just about you! A deep understanding of your ideal client is a great source of content ideas. Start with these questions:
What do they want, need and like?
What are their challenges, desires and goals?
What can they expect when working with you?
What is the transformation you provide them with?
An in depth ideal client avatar is an absolute necessity for your business on lots of different fronts, but an absolute necessity when writing or creating content. Knowing who they are will help you create the right content at the right time in their journey with you.
Pillars of your business
Pillars is a term used to describe the different ways that you can categorise your business. This can be an absolute goldmine of potential content ideas. Think about these questions:
What are the services you provide?
Who do I serve?
Why do I do this – what is my purpose?
These pillars can then be used as a source to understand the types of content that you need to create to educate and build your brand awareness.
All your content should have a purpose. There is no point coming up with ideas from this list to educate your audience and target your ideal client if you don’t understand why you are creating it in the first place.
And the way to do this is through connection. It’s an important piece at the start of your client journey, but also needs to be weaved throughout all your content in order to encourage your ideal client to continue into the nurture and conversion phase of their journey with you.
The way to bring this altogether is through a well thought out content strategy. This encompasses all your content, not just social media, to ensure that there are multiple touchpoints that are all working in unison to connect, nurture and convert throughout the journey.
If you don’t know where to start with a content strategy, then contact me here to find out more about how we can create your own bespoke content strategy that identifies your client journey and exactly what pieces of content need to be used and when. You will end up with an action plan that helps you to understand all the elements of purposeful, connected content to ensure that you aren’t wasting your precious time creating for the sake of creating!