The problem with the C word
C𝙤𝙣𝙩𝙚𝙣𝙩. Out of all the areas that I talk to clients about, this one seems to elicit the most negative response. People usually take a step to show themselves to their audience and begin building their personal brand. And often, after working together, we generate a clear roadmap of what that brand plan looks like. Then?
This has become one of the 𝗹𝗮𝗿𝗴𝗲𝘀𝘁 𝗿𝗼𝗮𝗱𝗯𝗹𝗼𝗰𝗸𝘀 for people I work with.
▪️ You don't feel confident in your writing skills
▪️ You don't know what to write about
▪️ You don't now how to 'put it together'
▪️ You compare yourself to other accounts
▪️ You put something out there and it doesn't get the response you think it should have
▪️ You get overwhelmed with pairing photos with content
We may know what we do in our businesses. But, when it comes to creating content, the root problems is we don't understand how to transfer what we do into content and that we don't trust ourselves. We make the content about us. When what we should be doing is making it about 𝙩𝙝𝙚𝙢. I actually think it's a simple switch 🔛 . Our content should serve, educate, inspire and connect. If we change our intention and mindset, content becomes exciting and inspiring to write, not a chore.
Here's show I help clients with their content.
We work to create 3 content categories tailored to their brand. The 3rd category is usually very custom to what they do but the other 2 are ones that anyone can work to develop. I want you to invest time creating two categories of content.
𝗦𝘁𝗲𝗽 𝟭: 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿 𝘁𝗵𝗲 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝗶𝗲𝘀
𝘾𝙖𝙩𝙚𝙜𝙤𝙧𝙮 1: How can you serve, educate and inspire? This category is focused on how you can use your expertise to serve your audience. Tips, techniques, advice, strategies, motivation, etc... Consider what you do and how you can create a connection and provide value to your audience.
𝘾𝙖𝙩𝙚𝙜𝙤𝙧𝙮 2: How can you now show your audience what you do and how you do it? This is beyond selling your services or products. Can you demonstrate unique methods, show parts of your process, client galleries, testimonials, behind the scenes etc.. to showcase your expertise?
𝗦𝘁𝗲𝗽 𝟮: 𝗜𝗻𝘃𝗲𝘀𝘁 𝘁𝗶𝗺𝗲 𝗯𝗿𝗮𝗶𝗻𝘀𝘁𝗼𝗿𝗺𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 Create a digital list and dump as many ideas as you can under those categories. Think as detailed as possible.
𝐒𝐭𝐞𝐩 𝟑: 𝐔𝐬𝐞 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐢𝐞𝐬 𝐭𝐨 𝐰𝐫𝐢𝐭𝐞 𝐩𝐨𝐬𝐭𝐬 If you've invested time, you have a large library of ideas to extract from! And keep adding to this list. As something pops into your head, add it to the list for later!