Are You Creating Content On Purpose?

A client who is starting from scratch with her coaching business recently shared a video she had created to market her services. It was well put together; she had a professional appearance, an excellent HD slideshow presentation, and her voice-over was smooth and confident. She began by asking some questions to help her targeted audience to identify and engage with her message, and she finished with an invitation to take action by giving her a call.

She checked a lot of the boxes in terms of an acceptable video, but…it’s just a video. I encouraged her to pause and think about these questions:

1. How does this fit into your overall strategy?
2. What purpose does this video serve?

Without very specific and well thought out answers to those questions like the vast majority of similar videos, her video was destined to litter YouTube and the internet sitting alone with a hand full of views and perhaps a ‘thumbs up’ or two—if she is lucky.

Creating Content ON Purpose

Here is some of the specific feedback I gave on taking this video and other content to the next level:

Instead of one video, begin by thinking of a Campaign. Your purpose for being in business is to serve others—to help them get what they want when they aren’t able to get there on their own. Your campaign needs to address this ‘Conflict’ of not knowing how to get there.

In this case, she already identified a Conflict—a problem her prospective clients have and want to do something about.

I suggested she map out a Content Plan that will address this issue. What Content can you create around this Conflict? Video for sure. But what about Blog Posts, Slideshow presentations, Podcasts, Case Studies, etc.?

Putting information out there and hoping people will contact you because you’re ‘nice‘ isn’t a strategy. It’s ‘hope and prayer’ activity and no way to build a business.

Your content pieces need to be strategic. Click here for a formula you can follow.