“I have to post something, I’ll lose my audience” those words haunted me constantly when I first began content marketing. The stress to constantly create content was sometimes debilitating! Sometimes I’d slowly watch as my twitter followers began to decrease by the day and with every "unfollow" my stomach would sink. Until, one day I saw an article that was in line with my theme for the week and retweeted it and tagged the author saying what a great read it was. The author replied “thanks” and with a day my followers had grown again. That was when I finally accepted it...Curation.
Choosing not to embrace the second C (that is in CCR - Create, Curate and Repurpose) I was doing myself a huge disservice.
Here are the rules I followed when I first began curated content from others:
Find articles that fit your theme
Monitor sources of relevant content for good fits (don’t have any sources industry blogs is a good place to start)
When sharing the content always shout out the author and original publisher
Create a catalog of this quality content (I’m big on organization so be sure to keep those timeless pieces handy)
All in all curation makes content marketing a lot easier and alleviates a lot of the stress of feeling the need to constantly create evergreen content.
I was at a workshop the first time I remember hearing the term “Evergreen” Content” and I quickly made the association with its meaning it was clear the use of the word “green” implied fresh.
What is Evergreen Content?
We were talking about creating content that will be forever fresh. Sure we hear it all the time your content should be relevant and timely so I’m sure at first though the idea creating something that will always be relevant and timely is like being asked to film a movie as legendary as The Godfather.
Types of Content
Creating content is more than just writing a blog post, posting a video or recording a podcast. Remembering that the 1 of the main purposes of content marketing is attract traffic so that you can feed your sales funnel and close on sales. 5 types of content that are easy to keep green are:
I remember as a kid watching a Chevy Chase movie that absolutely had me in stitches! In the movie, Funny Farm, he moves to a farm in Vermont with his wife to get away from the noise of the city to remedy his case of writer's block. Needless to say, everything that could go wrong in the country goes wrong making for excellent comedy and a great novel on his part.
While you may not have the luxury of escaping the noises of your environment, whether the city or your family, there are things you can do to crush your writer's block.
I offer you my personal tactics for this all too common battle:
Tactic 1: Brainstorm - This my old school tip and I call it that because I learned it in elementary school (as you may have, as well). Some people call it free writing but you basically start out with your topic (i.e. if you're a dress designer maybe you start with "A-lines") and then branch out with relatable topics and before you know it you will have enough stuff to pull together into a piece of content.
Tactic 2: Get In Where You Fit In - This is a great tactic for when you feel like what you want to talk about has been covered before. There are places such as google trends or even following hashtags where you can research your topic and see what may have been left out in those pieces that you can add to or elaborate on with your own unique perspective.
Tactic 3: Build It Out - One tool that can be a life-saver for this method is Hubspot Topic Generator. You plug in the nouns and it shoots out topics that can get your wheels turning. I've personally never used a generated topic from Hubspot word-for-word but I have been inspired with unique material.
Tactic 4: Dig Through The Crates - This is basically repurposing of your old content. Maybe you can turn a previous shot video into a detailed blog post or vice versa. There are several different types of content and you can always find a way to reuse material you've already created.
Writer's block effects even the best writers at some point. It doesn't mean you lack any qualifications or knowledge on your subject it just means you need a little inspiration.
It is not an unusual
occurrence for me to work with a client whom during a content planning session
felt like because they had identified their niche they were well of their way
to addressing their target audience only to be faced with the task of creating
Buyer Personas are
fictional representations of your ideal customer. It includes their
demographics, behavior patterns, interests, buying habits and most importantly
After explaining this,
the first issue I must address (besides the catatonic stares) is that although
this sounds overwhelming this is an absolute must! In order to effectively talk
to your audience, get and hold their attention, you have to know who you’re
talking, when to talk, how to talk to them and where. You want to craft effective
Buyer Personas that can be used to grow your business.
By Crafting a Bubblin’
Buyer Personas will be able to market to your prospective customers using:
1.Your Sales Journey – How
would your ideal customer behave in each stage of the sales journey and what
kind of content can you create to get their attention in that stage
2.Audience Attributes - What
do you know about your intended customer? How old are they? Are they married?
Do they have children? Where do they hang out online? What grabs their
attention, are they more visual are they readers?
3.Audience Painpoints - What
do they need help with? How can you add value to their lives? What are their
struggles? How much are they willing to spend to fix it?
The impact that buyer personas will have on your business is worth the time put into developing them. The more you know about your ideal
customer the better you know how to sell to them and that's always good for business. How have Buyer Personas helped your business? Drop a comment below. Want to get started on your Buyer Personas? Grab This Freebie Today!
I still remember the first time I heard the quote, “there’s nothing new under the sun”. I thought sure there is...how do people constantly invent new things? But never is that statement more haunting than when you are trying to express why your business, which may not be absolutely innovative, stands out amongst the crowd!
I’ll be honest it took me months to really craft my Unique Value Proposition (UVP), months of considering "what is it that I add to this field that is truly all mine" and while it takes time, it is a must in order to market your business effectively.
Great beginning steps to crafting an epic UVP is to:
Apply your Adjectives - Think of at least 3 adjectives that apply or you would like to your business when it comes to people's minds
The way you make me feel- What are 3 emotions you want ppl to feel when they thin of your product or brand
Give me You - what is something unique that you add to your business. This maybe hard to see so the best thing to do is to just ask someone close to you - "how it is you are uniquely reflected in your work?"
With these you will definitely be able to formulate at least a foundation for your UVP.
Your value proposition has been known to change with your business but that’s ok no one stay the same forever, so why should your business be any different. While in the end your UVP may not end up being unheard of...what you do add to your business is your personal perspective and that is most definitely unique.