"Content is KING." A 3-Part Series on Engaging your Audience.
When it comes to ramping up a
marketing campaign, one of the biggest challenges small businesses and
non-profits face is coming up with useful content to send out. Yes, you could
send the latest sales pitch or plea for donation, but if customers aren’t ready
to part with their money, what value does that newsletter issue bring them?
In this 3-part blog series, I will give you tools and ideas for creating compelling content that will provide value to your target market and keep them engaged in your message each time see and hear it. Roll up your sleeves, cause...HERE WE GO!
Tip #1 Share Your Secrets:
As a business owner or
organization leader, you have a wealth of secrets to success that have brought
you to where you are. Everyone loves to be in the know, so share some of those
insights with your audience. A few examples of “secrets” that could serve as
valuable content:
- Restaurants or other foodservice businesses could share a few favorite recipes with their fans. The chef could share recipes of items on the menu or provide exclusive dishes to readers. Even general cooking tips — remedies for an over-salted recipe, perhaps — can keep an audience coming back for more.
- Craft stores could provide do-it-yourself guides to some of the finished products they offer. Crafty customers will love the new challenges and will come into the store to purchase the materials they need.
- Liquor retailers can list drink mixes or offer wine pairings for special meals, particularly around the holidays.
- Consultants can use their newsletters to share advice with fellow business owners on best practices for growing a business.
In these examples, the "meat"
of the message will feature content the reader can use in his or her own life or
business. But that does not mean your entire message has to be devoid of a sales
pitch. You can add a “sell” piece with a coupon or special that can offer a
percentage off the products and service mentioned in the advertising.
Tip #2 Share Knowledge:
Those in other
consumer-oriented businesses might be thinking, what kind of tips can I
offer? There are plenty of opportunities for you to provide knowledge-boosting
content to your subscriber base. Good content comes from within
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Accountants can share their knowledge with customers. Finances and taxes are always a big concern for people, so share ways to get financially organized and better prepared to deal with the IRS come tax time.
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A boutique could offer up unique gift ideas for that hard-to-shop-for customer. Think outside the box (pun intended) for gift ideas, particularly around holidays.
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Spas can give readers home relaxation tips or ways they can keep that professional manicure looking good.
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Home furnishing stores can provide customers with great tips on how to better decorate their home or how to find great values to make their house look great.
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Consignment stores can offer tips for getting their used stuff cleaned up and ready to sell.
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A doggy supply store could offer tips on pet health, hygiene for dogs, and dieting ideas for the overweight pup. Also, list special events to get people — and their pets — into the store.
The takeaway here: Think
about YOUR business and ask what benefits you provide to your customers
and clients. Then use your advertising communications to highlight those
benefits to your customers in an informative manner.
Look into the Future: Next
month, I will talk about Relying on your Customers’ Expertise and
Turning Questions into Content! Stay Tuned!!
Need
help coming up with content? Call Renee @ 515.259.0577 for a FREE consultation
and brainstorming session!
