Do you come here often? If starting conversations for your business matter to you take a peek. This article is taken from a talk I enjoyed doing this last week for Linlinkup, a new women’s networking group in Linlithgow. I’m keen for the group to do well and really happy I can contribute. Confession. I had sold the talk on the title ‘how to stop your content boring your customers’ socks off’… and edited it later!
But before we start – definitions of content, channels and platforms. Crucial if you want to be focused on creating useful resources for your customers. You need to decide the right channel (written, video, live video, audio, visual) and corresponding platform to suit your customers.
Stage 1: what is content and why are you creating it?
Only really 2 underlying reasons to create content – make your customers happier and smarter.
Stage 2: choose who you want to have a conversation with
To make the right content that will light a fire under your customers, base it on thinking about:
- B2B or direct sales
- how local you are
Case study: local make-up artist could use Facebook as it prioritises sharing AND allows you to post videos and live video to let you share your make-up expertise. I’ve used Facebook, specifically Facebook Live for a client, achieving 12000 views with no ads or boosting.
Stage 3: find content from others
Do create your own content – video is a great way to start. And Ripl and Promo are good tools if you’re not ready to film and edit yourself. But don’t get boring by only talking about yourself…
a good ratio of your content to others’ content is 1:5
Start with existing connections that you can draw on, so from a local newspaper, the Linlithgow Gazette last week you could share:
- train times over Christmas if you want to talk to commuters
- volunteer call outs if your business value is caring.
Good sources for you to find content to share:
- Twitter lists
- email newsletters you can sign up to.
Stage 4: make content that isn’t content
If social media has a secret it’s this. It’s social. If you can understand what your customers need you can be proactive, creating maps, feedback forms, doodle polls and opening hours to demonstrate your approach and style. A great example I found of this (that I forgot to include in the talk(!) was Direct Line who have a range of quick videos all about bright ideas to make your car/home/whatever else they insure a bit more pleasant or safer. My favourite was an old sock stuffed with cat litter to soak up condensation so your windscreen doesn’t get fogged up
How to stop your car’s windscreen from fogging up in the morning… 🌁 🚗 pic.twitter.com/7V8LM0gZYr
— Direct Line (@DirectLine_UK) November 28, 2017
Stage 5: nail your brand to deliver shareability
Like an individual, your business needs values and a voice. Your business’ content needs it’s own dictionary ie. choice of words, tone of voice and mission if you want your business to stand out. And to make your content shareable here are a few aspects to consider:
- social currency – how does sharing this content make your customers seem to their friends?
- triggers – what leads to them thinking about your business?
- emotion – how does the content itself make them feel?
- practical value – tips, tricks, lifehacks are all examples of how you can help your customers.
To conclude – obviously all these stages are interconnected. The key stages are nailing your brand and knowing why you’re creating content, that’s why they bookend the stages! I’ve been told my presentation has sparked members thinking. Good news – I’m all about making marketing more fun for businesses and their customers too.