With all the buzz about content, it’s easy to buy into the pressure to keep pumping out material day after day, week after week.
But as you bash out another blog, search for stock photos, make memes on canva, or go live on Facebook, have you ever stopped to think:
“What am I actually doing this for?”
Of course you want to grow your audience and get more eyes on your work – that’s a given. I’m talking about specific goals and objectives. What do you want to achieve this month, this quarter, and this year?
- Are you focused on building your list?
- Do you have a specific product or service to promote?
- Are you trying to build a community?
- Are you trying to build your reputation as a thought leader?
Over time, you may aim to do all of these things. But in the short term, it’s important to know what results you are trying to produce, right now.
Knowing why you are creating content keeps you focused on the type of content you need to create.
- Focused on list building? Give your audience a reason to join your list by offering exceptional value (and a no-brainer lead magnet)
- Got a product or service to promote? Jiggle that pain point a little bit – show your audience what it is costing them to stay stuck and what their life or business would look like if the problem was solved.
- Building a community? Get personal. Show your audience you understand, share your why or your mission and invite them along for the ride.
- Want to be recognised as a thought leader? Start conversations, take a stand, or get a little controversial
Knowing your goals will help you determine what your call to action should be – or in other words, what you want your audience to do after they read your content. Whether you want them to download your freebie, comment on your post or sign up for your webinar, make sure your direction is clear and simple.
Getting clear on your goals will also help you measure – yes measure – your results.
Look – I’m a word girl, so it’s no surprise that numbers are far from my favourite thing. But as an entrepreneur, you need to place your time where you get the maximum return. If you’re spending a decent chunk of your week or month creating content, you want to be sure that it’s driving results for your business. You need to know how many people are clicking your links, engaging with your content and doing what you invite them to do in your call to action.
By regularly taking the time to reflect on what is working – and not working – you can refine your content and generate better results in your business.
Want to learn more about content strategy? Sign up for my ‘Write to the Heart of Your Message’ workbook here.