I was recently having a conversation with a new friend who was asking how she could encourage her market to take action and hire them. She’d been posting content on their Instagram hoping to motivate people to purchase from her, but she wasn’t getting any bites.
As we were having this conversation, I was experiencing major Deja Vu. I spent years trying to figure out what the secret was for good online content that motivated people to do business with me.
It took me a while, but I did finally get it. Here’s what I proceeded to tell my friend about how to create good online content.
Ask your market what they want.
The first step to creating good online content is to first ask your market what they want.
When I work with private coaching clients, I usually have them start here. Chances are they start their businesses for themselves and therefore a lot of their content is based on their own struggles.
This is a good starting point, but it only gets you so far. If you want to compel people to take action with good online content, you have to start giving them what they want. The best way to find out what that is is to just ask them.
Address your market’s obstacles within your content.
Do you want to know what secret to really good online content is? It’s the ability to address the challenges your market will face when deciding whether or not to do business with you. This is actually something I learned from reading Callan Rush’s Wealth Through Workshops and it really works.
I’ll use a review of an affiliate product as an example. If I review a product on my blog in hopes of making affiliate sales, I make sure to address any objections that may come up for my audience. That means that if I know of a product’s issue that I’ll address it within the blog post.
This does two things. First, I build trust because it’s not like I’m trying to hide the fact that there’s a downside or a known issue. Second, by addressing the objection off the bat, I’m answering what I know will be my audience’s next question when deciding if they should purchase.
Use the right medium.
Different audiences digest content in different ways. For example, I blog for millennials who just so happen to spend a lot of time on Instagram. I also blog about finance so I started a podcast because they are popular in my niche.
The point I’m trying to make is just like you need to give your audience the content they want, you also need to give it to them in the medium they prefer. By combining the two you create good online content that really gets the job done.
The main thing you need to remember about creating good online content is to keep your audience in mind every step of the way. It requires a bit of a mindset shift on the part of the business owner, but it’s worth it.