content marketing » How to Create Human-Centred Content

How to Create Human-Centred Content

If lead generation & sales are the main reason for content marketing, why do only 28% of businesses invest in content marketing?

 

For small business owners, the reasons may be…

 

  • I don’t know what content marketing is
  • I don’t have enough time to create content
  • Tech stuff like marketing, Facebook ads & visual content creation isn’t my thing
  • I’m not creative
  • I really just want to focus on the core of my business
  • I don’t have the money to invest in marketing
  • I find this whole ‘lead magnet’ thing really pushy & icky
  • I have X years’ experience in my industry, but I still can’t speak with authority on X topic?
  • I can’t write very well, so I can’t blog

 

Unfortunately this is self-sabotaging resistance holding you back. Content marketing helps you establish yourself as an authority in your industry. It’s great for SEO. And creating content is a fun way to engage your community & attain Brand Nirvana.

 

The digital content marketing wave will continue to sweep the world, so it’s time to find a wetsuit & learn to surf.

 

Content marketing can be human-centred.

 

In this article I share 9 ways to make content marketing fun & less push! push! push!

 

The content marketing definition:

 

“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.” (Source: Content Marketing Institute)

 

The Brand Nirvana (Human-Centred) Golden Nuggets of Wisdom:

You want to show empathy & genuineness for your dream client’s struggles and you can do this when your content solves their problems. Authentic knowledge sharing will position you as an authority in your sector, so when your dream client is ready to purchase they think of you first.

 

How can you make content marketing more human, when you are time poor & struggling with resistance?

 

Do what suits YOU. 

 

Otherwise the content you put out to your audience will be incongruent. 

 

Here’s 9 ways you can make content marketing more human-centred:

Genuineness: Relax & do it how you want. This allows authenticity to shine in your content marketing. 

Streamlined: Keep an Evernote of article ideas to share with your crew & capture inspiration as it strikes.

Proactive: Make a habit of writing. Creativity is a muscle that needs to be strengthened. 

Interactive: Post an article you’ve read to your fave social channel. Start a conversation in your community around the topic of the article. Then share your wisdom via a tweet/post/article when your audience are listening the most. 

Intelligent: Look at analytics to know when is the best time to post so you capture your dream client’s attention at the right time. 

Unique: Publish new content to your blog first, then share to social platforms. Your blog is your digital home, not social.

Empathic: Make your writing about your audience. Not you. Wholeheartedly understand your dream client’s problems & create content that answers their problems.

Useful: Eradicate the word ‘newsletter’ from your vocabulary. Why? Ash introduced this concept to my life, & Ash knows her stuff so it’s worth listening!

Congruent: Do what feels natural to you. If publishing a million times a day to Facebook feels like you’re bombarding your audience – you probably are. You know your community the best. Trust your intuition.

Passion: Find a connection with content marketing, light the spark & let the fire burn. Schedule it into your diary & do the hard yards because the reward is Brand Nirvana (aka ‘success’, ‘authority’, ‘the attainment of your goals’). 

 

Content marketing is here to stay: embrace a style that suits you, so your wisdom is shared in a human-centred way, rather than a contrived ‘push! push! push!’ way.