Would your business grow with more content?
Would your business grow with more VALUABLE content?
Would your business grow with more content VALUABLE TO YOUR CLIENTS?
Derek Halpern will tell you, (and I agree), most bloggers and business owners create way too much content. However, I don’t feel it has anything to do with the frequency.
Frequency of publishing is NOT a variable in the equation of content value.
Most bloggers and business owners create way too much self-indulgent, self-oriented content.
Here is where the problem lies. We create content valuable to us and our business and then wonder why we’re not getting traction.
This type of content, regardless of technical quality or professional production has almost NO value to the clients and customers for whom the content was intended. Self-indulgent, self-oriented content wastes your time and every blog visitor who is unfortunate enough to come across it.
So what does valuable content look like?
Valuable content provides simple answers to everyday questions.
Content marketing isn’t rocket science or marine biology, it’s the process with which we answer the questions our current and potential customers have about the product or service we provide. If I’ve said it once, I’ve said it a thousand times…
Content marketing works, it’s just work!”
Let’s be clear on something, I’m not advocating you produce a new piece of content every single day. Unless you’re competing against TMZ or the New York Times posting with such frequency is not necessary.
But it works… in the video below I explain why it works:
People ask me everyday how I produce so much quality content. The answer lies in the lessons learned from my work producing 100 blog posts in 100 days. I did so many things wrong during that project.
What you find below are the lessons I learned. If producing mass amounts of content is important to your business, (in the form of answering questions), the following 7 tips will help you find success.
7 Simple Tips for Creating Valuable Content Every Day
1) Create an Editorial Calendar
The worst possible scenario is you show up each day and don’t know which question you’re going to answer. Confusion distracts you from the work of content production. No matter how many days in a row you plan on posting fresh content have every question you plan on answering scheduled ahead of time.
2) Video is Your Friend
How long does it take to create a two minute video? About 20 minutes (from recording to editing to uploading)… How long does it take you to write 500 to 750 words? Longer I’m sure. Video is easy. Video will humanize your brand. Google loves video.
3) Stay on Topic
Group similar sub-topics of information together as best you can. This was a big mistake I made with my project. The topics of questions I answered were random. This made it hard to remember what I’d said previously and how I said it. This also created a disjointed feel to the project as each video was published.
4) Steal Like an Artist
In his book, Steal Like an Artist, Austin Kleon gives us permission to pull thoughts, ideas, and strategies from peers, competitors and even people and businesses outside our own industry for use in our own work. He’s not talking about plagiarism or copyright violations, but rather the assimilation of successful concepts. Your unique voice and brand is a mixture of everything you surround yourself with. Trust me, at some point you’re going to need inspiration.
5) Work in Batches
This is the biggest mistake I made. I tried to produce a new video each day. HUGE MISTAKE. Take a day and record 10 videos, then package them all up for publishing. You will thank yourself for this preparation. Too many things will pop up each day providing excuses for NOT getting content out. Batch creation is exactly what John Lee Dumas does for his daily Entrepreneur on Fire podcast.
6) Use a Formula
Trying to recreate the wheel with each post is a sure path to burnout. Have a formula to your posts… A nice simple formula might look like: Headline, Image, Intro, Video, Transcription, Call-to-Action, Recap, Done. Don’t worry about each post looking similar. The video is what you want them to watch anyway and most people scan posts. Many will actually appreciate the consistency.
7) Have a Purpose
This is a big one. Don’t create content simply to create it. That’s silly and a HUGE waste of time. Only take on a project of this nature if there’s a specific goal you wish to achieve. For the 100 Insurance Questions Answered in 100 Days project, mine was inbound new lead phone calls. Make sure visitors to your content know what you want them to do.
Here are two bonus tips:
- Embrace Your Flaws – Don’t get messed up about “ums” and “ahs.” Try to limit filler words like these as best you can, but remember, much of power behind answering questions is displaying your ownership of the knowledge. A little human error is fine and in some cases appreciated.
- Solicit Help – If you take on a project with this level of content production you’re going to get burned out. I did. Have days where someone else gets in front of the camera. In general this is good for branding and it will help you regain some sanity.
I want to stress I don’t believe you NEED to create fresh content everyday. But if you do, while maintaining a high level of value to your customers, the results will blow your mind.
Thank you and Good luck,
I am Ryan Hanley