Make Your Content Work for You


Make Your Content Work for You

Have you ever heard the saying “If you fail to plan, plan to fail”?

I fully believe that before you start any project, you need to make time to put plans and strategies in place. And one of the cornerstones I insist on when implementing a content strategy for my clients is to show them how to make their content work for them.

Having a clearly defined plan or strategy does not, however, guarantee success. Just like life, there are a few more steps that need to be in play to reach and engage your clients.

Identify ‘how’ your clients want to be spoken to.

Blogs and emails have been a business default system for (close to) thirty years now. But times have changed, and so have our clients. You need to understand your clients in order to understand how they like to receive content.

  • Are they time poor? Try creating a podcast.
  • Do they like quick tips? Offer them short videos.
  • Are they millennials? Look into utilising Snapchat and Messenger.

Meeting your clients where they are and offering them content on platforms they already use will increase your consumption rate and engage them on their level.

One message at a time.

If you take one thing away from this article, please let it be this:

“Stick to one (only one) point in each of your communication pieces.”

Time and time again I see people writing blog posts, web content or creating videos where they try to cram as much information into as short a space as they possibly can. Don’t do it! It confuses your clients, dilutes your message, and let’s face it if you put all your best content into one blog, what are you going to talk about next time?

Share, share, share.

I’m always surprised that business owners are shocked when their blogs or videos aren’t gaining the traction they’d initially hoped for. But then when I question them about how they’re putting their content out for clients to find, I inevitably discover they haven’t bothered to share it!

Social media is a great start, but surely, we can get a little more creative than just posting it on our Facebook wall? What groups are you a part of that you could share your blog to? Do you have a newsletter you’re sending out to your clients? What friends do you have in complementary industries that you could be sharing (and creating) content for?

My final advice for sharing content is this; don’t just share your content once and forget it, diarise to share it a second and third time a month or two apart. Many times articles or podcasts will actually get a bigger download on the second or third share.

Don’t be afraid to ‘boost’ a post.

I think we can all agree now that social media is a ‘pay to play’ space. In saying that you don’t need to spend a lot of money to reach big numbers. If you’re particularly proud of a piece of content you’ve written or produced, then consider putting $20.00 or $50.00 towards boosting the post.

A small investment over a few days can get you in front of potential clients in a way that other mediums just can’t achieve.

So, you see, with a little thought and a bit of planning you’ll be able to look through your existing content and put a strategy in place to ensure your content is working towards success.

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  • Renee Hasseldine

    Great advice, Tracy. I’m sure my content manager is already doing all of these things, but I’ll be sure to share with her in case there’s anything extra we can be doing.

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