3 Types of Content You NEED to Create for Your Business
Content marketing is one of the most effective ways to grow your business. By continuously and
consistently sharing value filled content with your audience, you can quickly position yourself as
an authority in your niche and grow trust with them.
Don’t believe me?
Just check out these nifty facts from Content Marketing Institute:
“Content marketing leaders experience 7.8 times more site traffic than nonleaders”
“While high quality content is difficult to pin down, it’s well worth it in the end. According to Neil Patel, people who succeed at becoming leaders in the world of content marketing people who craft compelling, valuable content that gets to the heart of their readers experience drastically more site growth than their competitors.”
Still not convinced? Here’s another one from MarkGrowth.
“47% of buyers view at least 35 pieces of content before they contact a sales representative. 96% of B2B buyers look for more information from industry thought leaders before buying.”
Just in case you’re really digging your heels in about it, here’s one more from HubSpot.
Content marketing gets three times more leads than paid search advertising.
That being said, it’s easy to start creating a ton of content randomly and then become frustrated when you’re burnt out on content creation but still not seeing any actual growth in your business.
It’s important to do things with intention and purpose, especially in business, or you’ll find yourself spinning in the same circles over and over.
When it’s time to sit down and plan out your content, there are three types of content you should be focused on creating to see growth in your business.
So, let’s break them down!
Type One: Authority/Expertise Building Content
This is the content where you get to show off. Whether it’s a live video, webinars, or an in depth blog post, your authority building content should show your audience that you’re skilled in your particular niche/industry and you have the solution to their problem.
You don’t want to just share generalized “fluff” information either. The content you share should be actionable and helpful to your audience whether they decide to work with you or not.
Think of those “how-to” posts that you Googled when you first started your business that were jam packed with info, Youtube tutorials that took your step-by-step through a learning process, or Live videos that you walked away from with a new skill.
At the end of the day, it can be summed up quite simply to this -- solve a problem.
Type Two: Connection Content
This is the type of content where you build the all important (and maybe slightly clichéd) “know, like, and trust” factor.
This is where you share your story. Tell your audience why you do what you do, what inspires you, your journey to where you are now, etc.
When you let your audience connect with you and see who you are on a human level (and not solely as a business entity or “brand”) you start building trust and further help their journey from social media follower to customer.
Type Three: Lead Generation Content
Basically, this is you telling people that you have something awesome and why they should take you up on the offer. It’s not necessarily always asking for a sale, either. Sometimes ,it’s a post encouraging them to join a free webinar or Facebook challenge or simply inviting them to a Facebook community or Instagram Live Q&A.
But you are asking for something from them.
Examples of lead generation content can be:
Why someone should consider buying a certain service/product
The benefits of a membership program you’re running
A Q&A session about a service/product
A sneak peak or behind the scenes look of a course you’re launching
Closing cart Facebook Live video
These are the three types of content you want to categorize your content into, especially when you’re first starting out in business.
With that being said, it’s important to remember balance in everything. Too much content in one category over the other can actually repel your audience from working with you.
For example, if you create only authority building content you run the risk of becoming unapproachable to your audience, especially if they’re still in the beginning stages of their journey.
They could end up feeling like you’re too far ahead of them to actually help them and understand their current position or worse you could come off as the “know-it-all”. Kind of like the teacher’s pet in school, who little kids thought was too perfect to play with in the sandbox.
Or vice versa, if you only create connection pieces, you don’t get a chance to show your audience that you can help them with a problem that their having or that you’re skilled in your profession.
Don’t make your business all about you. Show your audience that you have a solution for whatever they’re struggling with and you’re the best person to help them with authority building content.
Which brings us to the last one, lead generation content.
Look, no one actually likes being sold to (but everyone likes to buy!). If you’re constantly force feeding your offer down the throats of your audience, I can almost guarantee that you’ll send them running for the nearest virtual door (i.e, unfollowing you, clicking “do not see,” immediately exiting off of your site, etc.)
Lead generation content should come after you’ve shared great expertise building content and built a relationship with connection content.
Keep in mind, too, that certain events in your business will mean you end up creating more of a certain type of content than others too.
For example, if you plan on launching a new course, you want to plan out more lead generation and expertise building content during that time frame to warm up your audience.
When you begin to outline your content calendar, take time to go through and categorize each idea into one of these three type. Afterwards, go through and make sure you have a good balance between them.
And there you have it!
The three types of content you should be consistently creating for your business to see it grow and start making an impact and income.