In episode #26 of brand chats, I'm chatting about the real reason you struggle to create content!
Why is creating content important anyway?
Content marketing is the best way to build relationships with new and existing customers in the modern world. Creating valuable, relevant and consistent content helps to establish your expertise, build trust, and keep your business top of mind when it’s time to buy. There are so many ways to do this; social media content, videos, articles, emails, newsletters and podcasts.
When a potential client first discovers your business, they are more often than not, going to look at your content. They will look at your website, yes, but also your social channels, maybe they will check out your podcast, and see what you are talking about through your video content.
For example, before I make a big investment in a service, I will always follow the service provider on social for a while to get a feel for their personality and exactly how they help their clients, and I’ll also binge their podcast if they have one to get an idea for their areas of expertise and how they may be able to help me with my specific problem. I know that my clients do the same, they follow me on socials, listen to the podcast and then reach out. By that point, they know enough about what I am all about so they are raring to go!
This is why it is so important to be creating valuable content as a business owner. It is the best way to build trust and connection which is a key ingredient before making a purchase.
If you aren’t creating content for your business, then I am going to assume that your main source of leads is referrals. Referrals are great, but if you want to go bigger and start working with people outside of your network and stop relying on other people to give you leads, then now is the time to start knuckling down on your content.
But… the struggle is real!
I know that creating content is overwhelming for so many busines owners, it’s one of the key reasons why people get in touch with me. They know they need to be creating content but feel frustrated and stuck when it comes to actually doing it.
Are you in a position where you know should be doing more with my content marketing but really hate it? Maybe you struggle to come up with ideas, feel unsure about what you should be posting or feel completely blank when you finally dedicate the time to it.
These are all common struggles that my clients are facing when they come to me. And then we chat it out and get to the root of the problem. And from my experience, this is the number one reason why small business owners struggle to create content…
You most likely have a communication problem.
The main source of your pain is likely to be a lack of clarity about how to communicate.
Let’s see if you can relate to these common symptoms of a communication problem:
1. You don’t know how to communicate your brand message
You struggle to express what you do, what makes you unique, and what value you bring to your audience. You probably know what services you offer, but struggle with any other supporting messages to help people understand more about you and your brand. So when you sit down to create content, you feel like nothing is hitting the mark because you aren’t confident that you are nailing your message.
2. You don’t know how to communicate with your ideal client in a way that is valuable to them
So you probably know basic information about your ideal client, for example, their age, gender, location, industry etc. But, the problem may be that you don't actually know how to communicate with them in a way that is going to interest and engage them. If you don't know enough about your ideal client’s mindset and buyer behaviour, it is going to be hard to come up with ideas and really understand what you should be sharing through your content. Maybe you are completely blank with ideas or have a list but then start questioning what you have created; is this even helpful, should I be posting this?
If you are unclear on one or both of these points, the process of creating content can be exhausting.
The good news is that once you are clear on your communication; what you need to say, how to say it, and who you are speaking to, the rest slides into place. It becomes so much easier to write content, speak to the camera, know what you need to do, and show up confidently. It is difficult to show up confidently if you don't know what to say, how to say it and who you are talking to.
How to fix a communication problem?
So how can you best fix this problem and get clear on how to communicate? A lot of people think that they need a marketing strategy. But, a marketing strategy is very different. A marketing strategy is all about the channels that you use to share your message. Before you work out how you are going to amplify your message, you need to work out what your message is.
This all comes back to your brand strategy. I believe that you need to be confident in your brand strategy before focusing completely on your marketing strategy. Because, if you try to ramp up your marketing by for example starting a podcast, or getting on TikTok, it will likely flop if you are not confident in your message and how you need to show up to support your audience.
In my brand strategy projects, I include marketing as the final step, it's the cherry on top of the cake once you are clear on everything else that forms the foundations for your brand.
Yes, you may need to learn a thing or two. For some businesses that means learning the canva basics, learning how to get in the habit of filming videos. But, at the end of the day, it all becomes easier when you are confident in your brand strategy - what you need to be saying and who needs to hear it. That should be your first step!
Eventually, you may want to outsource your content, but at least you know exactly what needs to go out and what your brand message is, making life easier for anyone who is joining the team to support you.
What’s involved in a brand strategy project?
In my brand strategy projects, we dive deep into who your target audience is, and how we can craft a brand that resonates with their desires, but one that also aligns with your brand DNA and your big vision. Over six weeks, we’ll meet regularly and unpack the important elements that sit beneath your strategy and how we are going to bring it to life in creative ways.
You’ll walk away with a document outlining exactly what your brand stands for and how to communicate, giving you the confidence to show up and share your brand with the world, loud and proud!
Learn more about creating a brand strategy for your business or send me a message on Instagram to chat more!