Having an awesome landing page for your product or service is great but if you don’t have content to support your brand, you’re missing out on some serious growth opportunity and a deeper, more committed connection with your audience.
You don’t have to be a fantastic sales copywriter to provide your audience with content that gives them value. Great value content will help them identify your brand and make them a raving fan. Because that is what you want. You want your audience to help you grow your visibility by sharing, recommending, engaging with and talking about your content.
Here is why you should place emphasis on providing great value with your content:
By producing a range of content your audience finds valuable, you are building a rapport with them. When they have a question about a topic you specialise in, you want them to come to you first. Becoming the go-to person for a community of people in the area that you specialise in means that when someone asks for help in your niche, you will be recommended by your loyal audience.
Your content will be the best way to show the depth of your knowledge in your niche. If you keep the best stuff for your paying clients only, you will be hard-pressed to get to the part of your audience that looks for working with someone who has a deep knowledge of a subject. People are more likely to spend the big $$$ with you if they know you have the capacity to deliver in equal measure. The content you have out there is the best opportunity to impress people before they even talked to you.
Nurturing the know-like-trust factor
You want to look after your existing audience as much as you want to attract new people to your circles. Acknowledge that people are at different levels of their learning or their business journey. Create content that caters to those different levels. That shows that you care about the diversity of your audience and you’re equally happy to work with those who are at the beginning of their journey with you as well as with those who are well on their way.
Creating a need in clients to work with you
Generously sharing your knowledge and expertise will position you as a person who cares about the success and well-being of their audience as much as you care about growing your own business and brand. For many, this is a deciding factor when looking for service providers to work with. People want to work with other people they feel aligned with. Give great value with your content and even those who are not able to work with you right now will be wanting to work with you at some point in the future.
Attracting the right people at the right time
People may not be ready to work with you right but they will grow and at some stage, down their path, they will be. You want to let them know through your content that you value the relationship. Provide the value they need to get them to a point where they are able and happy to do business with you. Content shouldn’t exclusively be targeted at people who are ready to work with your right now.
Staying current and relevant
Regularly putting out content will also help you stay relevant with your audience. Make your newsletters or blogs regular and packed with useful information for your audience. They will be looking forward to receiving and reading them. Give them value before you ask them to buy from you. Provide advice that is current and relevant to the issues your audience might be experiencing.
Brand visibility is ultimately about creating that relationship with your audience where they will come to you for content as well as business.
Want to go more in-depth and work out a plan? Let’s chat!