What does it really take to create a content strategy?
For me,
Content is king when it comes to your coaching business.
Being able to speak to your audience and potential customers in a way that nurtures them into wanting to work with you, build a trusting relationship with you and a community around you is KEY if you want to create a successful business as a coach or expert.
People don’t purchase after one social media post, or one mention on a story/blog.
They purchase after months, sometimes years of watching you show up with valuable and needed content.
Some potential customers may buy from you a little more quickly than others depending on how far along the buying cycle they are but the general rule of thumb is people want to try you before they buy you. They want to know that you are good for what you say you are, that you can get results and that you actually know what you are talking about.
A strategic, valuable content strategy is good for a number of reasons.
You can create a positive influence amongst your clients and give them support
You can use it to cement your niche in an industry
Allows you to show off your experience and knowledge as well as your mission
It allows people to try you before they buy from you!
Builds communities around your brand
Selling to your clients with your content strategy is all about inspiring them to buy, not forcing. It is about making them feel so called to buy from you that they have no other choice not to.
For me, there are 6 key pillars to having a high-value content strategy that converts. Below are four of them to get you started!
1 - Clarity on what you are selling, where and WHY
Knowing your CTA is vital when creating content so that you can work backwards. What do you want to ultimately lead them to? A programme? A course? 1:1 coaching? Whatever it is, when you know where you want to lead them you can work backward and create content that nurtures them into that decision. You can create relevant content that feeds into the sales, whether it be snippets of the course you are selling, highlights, or valuable content that someone may want 6 months prior to being ready to sign up to your course! Remember your job is to nurture them there to be ready to purchase from you.
When it comes to where you are putting your content, really dig into where your audience is consuming most of your kind of content, what search engines are they using?
2 - Create a long term consistent plan
Consistency is KEY and so is playing the long game. You want to take your prospective client on a journey, where you literally hold their hands the entire way, to support their growth. Having a plan in place that accounts for the fact that someone will see your content consistently, for a long time, will ensure that when they are ready to purchase, they know exactly who to go to for it - you.
3 - Create content that speaks to your ideal client's soul.
If you aren’t providing content that your ideal client resonates with, then they aren’t going to buy-in. All your content should be intentional and have a clear purpose. Content that speaks to every single one of their fears, problems, worries and beliefs, will be what helps you convert. The more that person is like ‘yep’ ‘yep that’s me’ ‘omg that’s me’ the more they are likely to purchase your service or programme. So dig deep and tune into what they might be going through, how they may be feeling, what they might be struggling with and then create content that helps them overcome it!
4 - Priorities building communities and relationships, not just clients.
Building relationships, communities and families around your brand with your content will support you to create content that converts. When you build a community around your band they do your marketing for you (WOM), they trust what you say and will repeat purchase, they will bring their friends, they want you to succeed and most importantly, it is more enjoyable for you! How can you build more of a community around your brand, how can you nurture relationships? Think about striving towards making an effort to speak to as many people in your community as possible, to be there for them, to know them by name - also hosting events is a fab way to do this!
If you want to dig deeper into this and truly find out what it takes to create content that speaks to your consumer’s soul then join the CLIQUE today. Our monthly membership with over 150+ resources to help you build and scale your coaching business. When it comes to content creation, we have training that will support you to plan your content, learn how to copywrite effectively, craft a high-value content strategy, write newsletters, plan social media posts + so much more.
We also have an incredible network of coaches experts both at the start of their journey and scaling inside the community all ready to connect with you and build a family around your brand.