-
Episode 8: Creating purposeful content for your creative business
- 2022/05/19
- 再生時間： 20 分
- ポッドキャスト
-
サマリー
あらすじ・解説
How to launch a creative business: Episode 8: Creating purposeful content for your creative businessIn my blog post last week I spoke about WHY blogging is such an effective tool in marketing your business, the benefits of creating consistent, high-quality content that educates, informs and inspires your potential clients about your products or services. Expressing the benefits of your offerings in a compelling way that truly engages your readers or listeners.Today I’m going to talk in more detail about HOW you can go about this. Your content creation and posting lifecycle, from blog posts to social media and email newsletters.I follow a broad 5 step process myself which helps me to create content with ease.Step 1: is the blog post (or podcast in my case) itself – the longest, main piece of content that you are creating say on a weekly basis. The piece that will take you the biggest effort and time to research and create.I have a spreadsheet that I use and that I help my clients to use too that covers things like choosing blog post titles, blog categories, and most important of all what the PURPOSE of this point of content is. eg is it to speak about the benefits of a product or service (for example with social proof and testimonials from happy clients), is it to educate your readers about features of your products or services that they perhaps might not know, are you encouraging them to sign up for a piece of free content like an email newsletter lead magnet, are you leading them to sign up for a course or workshop, or to buy a specific product? Every piece of content you create should have a purpose. Even if it’s not a specific action as such, then it should be to build trust or to encourage relationship-building through discussion of a relevant topic.Once you know the purpose of your blog post or podcast it’s so much easier to write that piece with a beginning, middle and end – like you are telling a story. Stories are interesting, stories compel and engage.Step 2: for me is Pinterest, I’ve been an avid user since 2011 when it was new and small all the way through the huge visual search engine it has since become. For me Pinterest goes hand in hand with my blogging supporting my SEO efforts. As a photographer now and as a stylist and product creator previously, the visual search capabilities of Pinterest have been vital in helping me grow my business. I use my blog post categories as Pinterest board names, so every blog post again has a purpose and at least one place within my Pinterest boards. I always pin my blog posts, using Canva to resize images and create pins suitable for Pinterest, ie tall pins.A good Pinterest strategy alongside your blogging can really help get your organic Google traffic working better for you.Step 3: next I consider my Instagram feed and how I can break up the key takeaways from my podcast or blog post into short form for Instagram. Using images from these for my feed (resizing for Stories and Main feed respectively).I research the most appropriate hashtags for the content and make sure I have everything uploaded into Planoly. Sometimes I manually write the actual post in the moment, or I create it in Planoly and schedule it (depending on how busy I am or if I’m away).Step 4: I include more information or talk around the blog post or podcast content in my email newsletter, explaining how it might help my readers and direct them to the blog or podcast episode. I never assume people have seen it already on another platform, we consume hundreds of pieces of content every day, so I don’t worry too much about repetition. I just try to look at different aspects of the content on each channel so it remains as fresh and interesting as possible. I also invite my readers to respond to my emails on different topics. I like to hear from my subscribers in my inbox too.Step 5: I post in my Facebook Group about the topic and create conversations around the topic. Sometimes the topic has come out of previous group members’ questions, so I always try and listen to them and what they need help with.Top Tips for Content CreationHow to come up with the ideasCreate content around your day to day activities (eg photoshoots, your products, materials, FAQs, your work life, your workspace, your home life, collaborations, workshops, events, skills you've learnt or teach, personal thoughts on your industry or niche, help posts, how to posts and idea posts).Research your intended topic by typing it into Google, see what comes out on the first page (and the suggested related search terms as you type), read them, how could your post be better, more informative, more niched into your specialism and USPs?Create each post with a specific intent – PURPOSE is everything with content, is it to get the readers to book a discovery call, understand your value and experience, buy a product, learn more about you, sign up to your email list, follow you on Instagram, take your free mini ...