Create a Content Strategy from Scratch with 6 Simple Questions
There's a big difference between having a content strategy and having a blog full of posts you slapped together at the last minute. If your blog is based on a content strategy, the time you spend creating posts is a smart investment in your business. If your blog is a haphazard mess of topics and ideas with no clear calls to action . . . you're probably wasting your time.
I know building a content strategy from scratch can be overwhelming. You're doing your best just to get posts published regularly, not to mention trying to keep your clients happy. You don't have time to plan some complicated blog strategy!
Luckily, creating your content strategy doesn't have to be hard. These six simple questions form the foundation of any content strategy.
No matter which industry your business is in, you can apply these questions to start blogging smarter and stop wasting your time on posts that don't bring in clients!
Answer these 6 questions to build your content strategy from scratch
The right blog posts can build trust with your audience, prove your expertise, and answer questions or address misconceptions about the products or services you offer . . . and these are all things that lead to more clients and higher business revenue.
Ask yourself these questions to develop a smart content strategy that offers value to your readers AND encourages them to hire you or make a purchase!
1. Who do you work with?
Readers need to be confident that you can really help them before they make a purchasing decision. They don't want to work with someone who will take any client they can get. They want to work with someone who understands them and their unique problems. Blog posts that answer the question, "Who does my business help?" will show readers that you're committed to only working with clients who are a great fit.
- Who is this product/service right for?
- Who is this product/service NOT right for?
- Who specifically is your target client? (Don't be afraid to narrow it down here!)
- Who have you helped in the past? (Case studies can be strong testimonials for your work.)
- What are some signs that a client could benefit from working with you?
2. What exactly do you do?
This one is obvious, but it's still worth writing about. Sure, you're a copywriter (or web developer or photographer or business coach). That's your job title, but it's not your job description. No one wants to buy something if they don't know exactly what they're getting! Your content needs to answer the question, "What exactly does my business do?"
Hint: This is a great opportunity to stand out from the crowd. Laying out what you do in simple terms your readers understand makes your business much more appealing than someone who relies on complicated jargon!
- What specifically do you do for your clients? (Go beyond the basics here. Dig into the benefits of your products/services.)
- What should clients know before they hire you?
- What specific steps are included in your work process?
- What's different about your product/service compared to your competitors?
3. When should someone hire you?
We'd all love if every single website visitor decided to buy from us right this second, but the reality is that now is NOT the right time for most of those people to hire you. Some of your readers are just getting to know you, or they're not in the right place in their life/business to benefit from what you offer. Your blog needs to include posts that answer "When should readers work with/buy from me?" so that you're only attracting clients that are the best fit for you.
- When should clients consider hiring a pro instead of trying to DIY?
- How soon before wanting to start a project should clients get in touch with you?
- How long should clients be in business before working with you?
- Is there a certain milestone or sign that readers are ready for your product or service?
- Is your product or service great for beginners or geared toward more advanced customers?
4. Where can people find you and your work?
This question is all about making connections. No one wants to hire someone they don't trust, and trust is built by forming relationships and proving that you can do what you say you can. Your content should answer the question, "Where can readers get to know me and find my work?"
- Where can people find examples of your past work?
- Where can readers connect with you outside your blog (on social media, through your newsletter, etc.)?
- Where are readers able to meet you in real life?
- Where can people go to test or sample your products?
5. Why should someone hire you?
There are plenty of other people who offer the same products or services you do. Your content absolutely has to answer the question, "Why should someone hire me instead of anyone else?" If you can't prove why you're worth hiring, you don't have a business at all!
- Why should someone hire you instead of the competition?
- Why do you do what you do as a business owner?
- Why should your ideal clients want to use what you have to offer?
- Why are your products higher quality than those in similar shops?
- Why are your services tailor-made for your specific ideal client?
- How can working with you make a tangible difference to your clients' lives/businesses?
6. How do you get things done?
Last but not least, you need to show readers how your business operates. Take them behind the scenes of your process and answer the question, "How does my business work?" This will give them confidence that the logistics of what you're offering are right for them.
- How do you get things done in your business?
- How does your process work?
- How do you do things differently from the competition?
- How will you communicate with clients throughout their project?
- How can clients get started working with you?
- How are your products made and tested?
- How long can clients expect to work with you?
Ready to build your content strategy?
Creating a content strategy shouldn't require seven pots of coffee (well, not unless you want it to!). Use these questions to get your strategy started from scratch---the easy way.
Need a little extra help in the content department? I'm now booking Content from Scratch packages for 2017! Get in touch to get your business blog off to a great start in the new year.