With constant changes in business building tools, including our go-to favorites like facebook and email marketing, it’s important to keep our eyes glued — and our marketing plans based — on that which has not (and likely, will not) change. As we roll into August, the Women Who WOW team is busily preparing for the August “HEAT UP YOUR BUSINESS WITH THIS ONE HOT BUSINESS TOOL” business development meeting AND our Rapid Results Implementation Clinic. In each, we’ll spend a lot of our time focused on the CASH CATALYST OF CONTENT.
Yes, Content is still the best cash generator in small business today. No, your typical buy-from-me-right-now presentation doesn’t count.
For the next several weeks, we’ll be focused on content. By the end of August, my hope is that you’ll have developed your own content calendar. But, more importantly, I want you to develop a content COMMITMENT. For now, though, I just want to hit the high points.
What Makes Content SUCH a Hot Business Builder?
**Content is currency.
It doesn’t matter if you deliver babies, administer botox, adjust spines, make pizzas, create macaroons, sell insurance, close loans, defend criminals, plan events, or pitch businesses to the news…. You know something about what you do that can be turned into compelling content for your target market. Chances are you even have a very UNIQUE approach to what you do.
So, create compelling content and use it as currency — buying access to hoards of your target market. In other words, you can buy a commercial or ad… OR you can use content as currency and “buy” your way in front of your target market.
If this isn’t making sense, let it marinate a while. We’ll cover it in more detail next week. For now, who has amassed hoards of YOUR target market? A local or national moms club? A women’s organization? A country club? Jewelry store? Apartment complex? Make a list. You’ll use it!
** Content is a Cash Generator.
“Buy from me!” is a bold statement, but not necessarily a compelling one. Frankly, a constant “BUY FROM ME” approach to sales will push away more cash than you deposit. Not good. A better way is to EDUCATE your market on WHY you’re the best option for them to consider. Consumers are more curious than ever. And, let’s be honest, they’re skeptical. CONTENT is a great way not only to attract your market, but also massage those relationships into a sale.
**Content is a Branding Bridge.
I don’t often talk about Branding, as I think WAY TOO MUCH time is spent on it already. Bottom-line, profitable branding is created as a BY-PRODUCT to how you do business. BUT, if you are switching target markets or opening a new arm of your business or offering a totally new service — content is the BEST POSSIBLE bridge to making this change.
**Content is a Community Builder
There’s a lot of ways to describe your list, herd or tribe or whatever. But, if you’re doing it right, you’re building a community! Content is the foundation and glue of profitable “communities” of buyers. It’s also the yellow brick road and invitation to others who SHOULD join the community you’re building.
I hope this has got you thinking about content and all of its possibilities for your business. To get the most out of our CONTENT-RELATED focus over these next few weeks, I hope you’ll do the following:
1) Make a list of those who have already amassed groups of your target market.
2) Make a list of three things you know better — or have a very unique take on — compared to anyone else.
3) Consider the content-sharing options, and pick your two favorites: The written word (blogging, book writing, newsletter, etc.), The spoken word (audio), the recorded word (video), the front of the room word (speaking), etc.
Until next time, guys… I’m rooting for you!
