You've heard many a marketer say it before: "Content is king!" But as a female entrepreneur, I'm here to tell you...
Content is (actually) ♕ Queen!
If you are familiar with the game of chess, you will know that the Queen chess piece holds the most power on the board. The reason for this is because of her long range and ability to move in multiple directions, the queen is well equipped to execute forks, In chess, a fork is a tactic whereby a single piece makes two or more direct attacks simultaneously.
We think this is quite an inspiration point for us women business owners, who are constantly planning our next attack. That's why we're using some creative liberty and changing the age-old saying.
But let's get back to the point - knowing that "Queen Content" is a valuable business growth tool is one thing - but what kind of content is right for generating new leads for your unique audience?
If we can rewind a minute and define what we're talking about here - it's content marketing. According to the Content Marketing Institute,
"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action."
In other words, you're using your own expertise to create useful resources for potential customers, in order to gain their trust and eventually invest in your product or services. Think about your favorite brands - it can surely be assumed that you've spent time thumbing through their social feed looking for tips and trends. We'll bet you've downloaded an eBook or two from your favorite mentors. We know you've browsed the blog of a brand you admire. All of that stuff you're consuming...is content. There's a certain level of trust associated with a brand you follow and absorb content from, and it's that trust and those constant content-reminders that influence buying habits and turn browsers into buyers. You can do it too.
The content you publish will and should vary depending on who your audience is, but in general, there are certain types of content that tend to get the most attention. The right content will influence many areas and support your overall marketing strategy if done right.
You really can't even think about coming out ahead in today's market without offering video content. It has become the ubiquitous content type, appealing to almost every type of audience. Where both video and text are available on the same page, it was found that 72% of people would rather use video to learn about a product or service. It's worth the investment, although there are affordable options for creating video which are worth noting.
People love visuals, so it's no surprise that infographics are liked and shared 3X as much on social media as other content. They're a fabulous way to gain traction online, build a following and provide value to your audience. Not to mention, they have a long shelf life. Our brains do less work to digest visual content than text, in fact, according to the Wharton School of Business, 67% of audiences were convinced better than purely verbal messages. Working with a professional to help research and design a great infographic is a sure bet for developing an engaging piece of content.
You're probably an expert at what you do, so why not impart that knowledge in exchange for an email address or two? They're instantaneous, don't waste paper and don't have to be long to begin with. They're searchable and can drive traffic for years. Best of all - they help you learn about the interests of your potential customers, so you can marketing to them more effectively and turn them into customers. They're not just for B2B companies either - they're effective for any industry - Retail, Photography, Real Estate, Interior Design, the list goes on and on. eBooks are comprehensive pieces that people refer to over and over again - they have a long shelf life, get forwarded and shared, and all the take are a bit of planning. They're a great piece of thought leadership that when thoughtfully produced, can have a big return on your investment.
4. Authoritative Blog posts
Blogs can be a fabulous way to express your expertise and position you in the market as a thought leader. They can be short or long, as long as they provide value. According to HubSpot, marketers who are consistent with blogging are 13 times more likely to get positive ROI.
5. How-To Content
People use the internet for millions of different reasons, but how-to's are probably close to the top of the list. If you know how to do something that most of your audience does not, why not share it? Simplify it and share - it's just another way to build trust in your expertise in the minds of potential customers.
As female business owners, it's essential to provide authentic, valuable content if you hope to succeed in your marketing plans. As any good queen knows, it's vital to be poised and polished in the eyes of the kingdom - so make sure your content is the same.
What types of content have brought you the most success?