Good content is your lifeblood
It's not as easy as it sounds
You are a savvy business owner, but . . . .
You are looking to do something new, something different for your business. However, you are struggling with your content.
After all, you have a business to run. Content creation is time-consuming.
You have read that content is the thing to do to grow your tech business. Everyone seems to be doing the content shuffle.
You just need some help.
You need someone who can guide you and help you decide the best path.
Good content should do many things, but these three are a must:
- It informs
- It inspires
- It initiates
Good content doesn't just happen
You have a lead (or two), but what do you do with your lead? You may employ a sales team to call on those leads.
To nurture leads, you have to inform your prospect. The prospect has to be made aware of many things including your product, your benefits, and features; there own problem and the solution you have for their problem.
Often digital marketers talk about a sales funnel.
The idea is to lead a prospect through the various stages of a sales funnel.
Content that informs will do that.
When is the last time you read a good story?
When is the last time you saw a good movie?
Now, when was the last time you saw a good data report?
My friend Chad reminds me that a good story is personal, impactful and memorable. (see https://youtu.be/AL-PAzrpqUQ Jennifer Aaker)
Content should be like that. It should inspire. It should be memorable and impactful, and it should be relatable on a personal level.
Storytelling is a crucial element of great content. Storytelling does so many things to help us understand the context and find meaning.
People resonate with stories. They often see themselves in a character of a story.
How does content initiate?
Your content will initiate engagement with your prospect.
First, it might be signing up for your email newsletter. Next, it might be downloading a resource.
It might be to fill out a contact form or connect with you on social media.
There are many ways to engage your customer.
Engagement is the ultimate purpose of your content as a business.
After all, you have to engage potential customers to help them solve their problems and bring them on as customers.
Your content must be able to do more than inspire and inform; it must engage.
However, without informing and inspiring, your content will fail to engage.
It takes all three.
Does your content engage?