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Develop great content to drive customer action

Good content offers value to your customer, amplifies your company's voice in the marketplace, and positions your biz as the go-to expert.

Today's Tool: Use content as a tool to tell a compelling story and create an opportunity to lead customers to your business.

Every business has a story. It's up to you to tell it. As you craft a narrative that defines your brand and tells a compelling story to your customers, content is a powerful tool to help attract, retain and ultimately drive customers to take profitable action.

Content takes shape in many ways (articles, interviews, infographics or videos) and can be shared across many channels (social media, a blog, or email). Good content is about more than just advertising and selling your product or service. It's about reaching your customers with the right message, delivering it to them in the right place at the right time, and ultimately guiding them on a journey to the center of it all — your product.

Content that offers value, like relevant education, problem solving ideas and entertainment, can help you amplify your business' voice amidst competitors. And positioning your product or service at the center of your message makes you the go-to expert on that topic. It gives you a platform to answer the big questions your customers are asking: "What do you do?", "Who do you work with?", "Why do I need what you have?", and "Why is what you do the best?"

As you set out to curate your customer's experience with your brand, the content you put out into the world becomes the narrative that teaches your customer why and how to interact with your business. While operations are vital to run your business, your content is a key part of engaging your customers. Take time to tell your customer a story and guide them through an experience that will speak on your product's behalf.

So where to start? Here's a process that'll help you get the word out. Literally.

The Content Cycle 

  1. Ideate: Start anywhere. What’s your story? What style of communication is most authentic to your biz? What do your customers need to know about? Where do your customers spend time online? What are content trends in your industry? Other industries? Eventually you’ll start to recognize patterns. Make note of them. 
  2. Sort: Where do your ideas fit? Are they overarching concepts or do the fall into tactical specifics? Remember, not everything should be directly about your product or service. Give your readers the education/information/entertainment they’re looking for that may not seem directly related, but has a tie back to your business offering. 
  3. Schedule: Get ready for accountability. Set deadlines, find tools, time-block. Map out when, where and how your content will go live. 
  4. Create: Feeling inspired? Capture those moments. Stick to your plan and bring your ideas to fruition Write it down. Partner with a creative friend to make a video. Hop on Facebook Live. Snap an Insta-Story. Design that email campaign. Post the article that points to your product. This is where your ideas come to life and your story takes shape. 
  5. Engage: It’s not enough to put it out into the world and let it sit. Post it on your social media pages and interact with commenters and readers. Encourage sharing. Don’t forget to make sure your current customer base is reminded about the new stuff

Remember This: If you give your customers valuable content they didn't even know they needed, and connect your offering to the solution they're looking for, they'll see what you do as invaluable to their own individual story.

This tip comes from Tess Wicks. Tess is a financial educator and coach and Founder of Wander Wealthy. Hit her up with questions on content creation @tess_wicks on Twitter.

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