Whether it’s producing videos, taking photos, hosting a podcast or writing articles, creating engaging content is one of the best ways to attract new customers. But before you hit publish, your content should focus on four key components: your expertise, company values, content that teaches your customers, and content that empowers them to take action.
Here’s a five step process to creating content that attracts customers:
Identify the needs, desires, and challenges of your audience
To survey your audience, you can use an email list, Twitter, or Facebook polls.
Create niche content for your blog
Create niche content for your blog, YouTube channel, or podcast. Turn your audience’s problems into solutions by creating tutorials, how-to guides, and lists.
Tell compelling stories
Stories are an excellent way to humanize your brand. Collect customer testimonials, before and after stories, and share your perspectives about the industry and lessons learned as a business owner.
Repurpose across social media channels
Amplification across social media allows you to reach a wider audience. For instance, let’s say you host a podcast as a primary means to reach your audience. From one simple podcast you can:
- Transcribe audio into a written article for your website.
- Pull a quote from your article and turn it into a Tweet.
- Turn text into visual media for Instagram.
- Transform your article into an infographic for Pinterest.
- Turn your article into an animated video or slide share presentation.
Offer actionable content for free
Offering something of value for free is a perfect way to encourage your audience to take action. Freebies can include a helpful ebook, templates, resource guide or tools to make their lives easier. Just make sure you capture their email addresses in exchange for the freebie.