We published a video recently about LinkedIn Outreach and how people just use a scattergun approach. Today, we’re talking about the idea of creating content with your target audience in mind. The person that you want to ideally connect and start a commercial relationship with. There are a lot of people out there that create content from their perspective, from their own paradigm. They don’t think about what other people are looking for, and what would be a value to other people. Today we’re exploring how to create content for YOUR audience.
Where To Begin?
One of the easiest things to do is simply go and talk to them. It’s the simplest thing in the world. Knock on someone’s door and tell them: “You’re my ideal client. We’re not working together at the moment. I would love to talk to you for about 10 minutes about what you do, and explain what I do. And see if you’ve got any questions”.
They’re going to ask you questions on that call. And they’re the kind of questions that you then want to create content around. They’re the frequently asked questions. It’s why so many websites have FAQs. Think about it? If you can answer the question before someone asks that, that’s pretty powerful.
You want to try and create content for your audience by answering those questions or sharing your values around that particular subject. That means you are creating content for your ideal client.
Knowing What To Create
You’re actually going to be saving yourself a lot of time too. By creating content for your audience, you’re going to be positioning yourself in such a way that your ideal client understands you better.
Video is an ideal way of doing that. Everyone’s on LinkedIn. Everyone’s on Twitter, well, not everyone’s on Twitter.
It’s a really simple way of getting your message out to your ideal client. In a one-to-many style. In the old days, and I’ve been there, you used to have to phone every single one of your clients to have those conversations.
Now, speak to a couple of them, figure out what they want to talk about, figure out what they want to talk to you about. Then you can create content for your audience and share the answer to those questions with many of your ideal clients before they even ask.
Creating Content For Your Audience
Frequently asked questions are often overlooked. It doesn’t matter if you’re running a SaaS platform, an agency like ours, or whether you sell a particular product or service. If you go back over it, and if you think back to your sales conversations, there will be questions that keep coming up and keep repeating themselves.
They’re usually about timing, or delivery, or about the product, service, cost or whatever it might be. If you can take those questions/worries that clients have and address them before they’re asked, it really helps build that relationship. And all of that can be done without actually having to have that conversation and answer those questions with everyone individually.
Make Yourself “An Expert”
If you can answer a question before it’s been asked, you become hugely valuable to your target audience. You’re becoming an expert. It creates a level of trust, where your audience knows that you’re going to have the answers in the future too.
Don’t overthink the questions. You can also find questions being asked in your industry, to competitors, or to industry leaders, no matter what it is, it’ll give you ideas. You can put out content that answers those or puts your value proposition on one side or the other of a debate.
It’s also a great content strategy. No matter if it leads directly to a sale or not. By answering the biggest questions in your industry, or frequently asked questions, you’ll be front of mind for many potential customers in the future.
When you create content, don’t do it in a silo. Don’t sit there looking at your product, from your own eyes, and think I need to talk about this and that. Find the questions that your client wants to be answered. Ask your ideal client what they want and create content based on that. It will save you lots of time.
Always Be Testing
When you’re creating content for your audience, remember to understand who they are. Where they hang out. What platforms they use. What types of media they like to consume. That will make a big difference. Whether you’re B2B or B2C, you’ll find patterns. Figure them out and make sure you work to create for them.
Don’t be afraid to try different things. We run a podcast (All About Digital Marketing), we write blogs, we create videos (The Social INK Show), make short videos for social media, quote graphics, etc. We do all sorts of different types of content.
It’s really important to pay attention to what your audience really likes and what they actually engage with. If you need help creating content for your social media, then simply get in touch by booking a free consultation with the team here at Social INK.