This is the third update in my Summer Lovin blog series!
Now that you are ready to plan your editorial calendar, you are now faced with your next major obstacle in content marketing: a blank page. Sometimes, deciding what to write about can feel like a descent down the seven circles of Dante’s Inferno.
If you’re feeling that way, you’re overthinking it. As a content provider, you have only two roles to play: an educator, and/or an entertainer.
One of the best, and primary, uses of your content should be to educate, or teach, your customers, both potential and existing. What will you be teaching them? Examples:
It’s much easier to educate than it is to entertain. Why? Because what you think is entertaining isn’t always what your customers think is, and sometimes you just end up coming off amateur, or worse, offensive.
Don’t get me wrong: having some fun with your content is a great way to build a bond with clients new and old. Just do so tactfully and strategically; this isn’t something you need to overthink. Let’s say you have a tea shop and you ask clients to send in photos of their oldest, zaniest tea mugs to share on a photo gallery and you’ll send ’em their favorite tea of they get featured. A simple gesture to get people involved and is “fun” without being complicated. Please, do not feel the need to do the Harlem Shake or whatever the fad-video-of-the-day is. Pick things that are very relevant to your business. Have fun with it.
Honestly, I could spend another hour picking and posting links to example blogs from people who are doing a great job. After a while, though, it starts to feel like you’re taking an exam and peeking over other students shoulders.
Whether you are educating or entertaining, ask yourself: what would make your ideal customer smile?
That’s all your content strategy needs to get started.
Extra Resource: Now that you’re writing down topics, you might also enjoy an earlier article of mine: 5 Tips for Website Owners Who Aren’t Writers.
DON’T FORGET THE MAY VIP BONUS:
Leave a comment on any of the summer lovin’ series articles and get a free 45 minute brainstorming session with any consulting packages you book during the month of May. Click here to learn more about what I do and get the conversation started.