I regularly write about the importance of creating marketing that’s useful to your prospects. So, here are some specific examples, which you can adapt and apply to your own marketing.
Let’s go.
Their needs and your products or services
Start off by thinking about the services you provide or your product range. Then, consider the following topics or ideas and how you can incorporate them into your content marketing messages.
People have an inbuilt need to feel connected: Share ideas to help your prospects connect with useful contacts. The Wall Street Journal wrote about how I achieved this for one of my clients – 4 Marketing Strategies That Paid Off For Small Companies.
People also have an inbuilt need to belong: Share the opportunity to become part of your community. Lots of content marketing fails to address this. Newsletter creators talk about their ‘list’. Podcasters and Youtubers talk about their ‘subscribers’. These are all self-focused. Instead, do as I have done and build a community.
For example, when one of my community hits reply to my newsletter, they can email me direct. And they always, always get an answer from me. No AI. No automation. Just me. I make it very clear that I’m part of the same community as you… the small business owner community. Your prospects value that kind of connection. They’re less attracted to being part of an impersonal list.
Everyone is trying to succeed at something: Share ideas to help your prospects achieve their targets, goals or dreams. Obviously, as with pretty-much every topic here, if you offer a specific product or service that can help them in this area, incorporate that into the content.
We all need to feel safe and secure: Share ideas to help your prospects reduce risk or feel safer.
Everyone wants to avoid wasting time: Share ideas to help your prospects maximize their time, or help them complete certain tasks faster, etc. I’m not a time management expert, but I’ve shared tons of ideas in this area, based on decades of running a successful business, without working crazy hours. The response is always excellent. So don’t be put off sharing from your experience.
People want to improve and expand their knowledge: Share your industry knowledge, sure. But also share your experience with them. For example, if you’re an accountant, don’t just focus on tax, profit and loss or the latest business news. They can get that anywhere. Tell them the common factors you’ve identified in successful businesses. And the ones you’ve identified in those that flounder or fail.
Your specific experience is extremely valuable. It sets you apart from all your competitors. And in doing so, you make it far easier for prospects to feel a sense of connection with you.
We also want to avoid unnecessary stress: Share ideas to help your prospects feel more relaxed and assured. If there’s a specific product or service you offer, which can assist them with this, incorporate that into the message or idea.
Aim for unmissable
Are any of those topics missing from your content marketing? If they are, look for ways to incorporate them. Because this kind of useful, relevant information is the cornerstone of successful marketing. You’ll know you have the balance right, when your content marketing is so useful that people would miss it if you stopped.
IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!