Creating content for your website can seem daunting because "creating" often translates to "writing" and a lot of people don't think they can write/have anything to write about. The first step to content creation is to calm down. No one expects your content to rival Hemingway or to be on the best seller list. Creating marketing content is all about writing what you already know. Which is why...
Building Trust
Your first content goal is to build trust. Simply put, you want to build trust so that prospects view your content as valuable. All of the content in the world doesn't do you any good if no one thinks you are trustworthy. You want prospects to seek out your content and put stock in it. Trust building content includes:
- "How to" Content – Creating "how to" content that offers specific advice, tips, and tricks helps build up trust because it shows you are willing/able to provide specific information, you're knowledgeable, and you're content is useful.
- Reviews – Having customer reviews on sites like Yelp and Google Places are awesome trust builders. Few things inspire trust like other consumers giving you a good word.
- Testimonials – Endorsements from happy customers are great for building trust and you have some control over them. Unlike a review, you can seek out and ask customers for testimonials and, generally, you are able to use that content as you see fit. Testimonials can be real content workhorses because they can be used for blog posts, in newsletters, or as permanent fixtures on your website.
- Articles – Articles that you’ve written, or that mention your firm, in outside publications are great trust builders because they show that your peers value your opinions, views, and expertise.
Educating
Once you create awareness and trust a prospect will be hungry to find out much more about your unique approach, your solution, your story, and your organization. At this point you are going to want to create content that educates. Education focused content includes:
- White papers – White papers have a reputation as boring, dry, and technical. Your white papers, however, should be your best writing and should tie bigger topics together in a useful and interesting way. Don't be afraid to use photos, add color, or soften technical data with prose.
- Newsletter – A newsletter is a great way to build your email marketing database, direct traffic to your blog/landing pages, and nurture interest. Chose a weekly or monthly schedule and fill your newsletter with new offers, new content, company news, and anything else your prospects are likely to engage with.
- Seminars – In person or online, seminars allow prospects to learn and to engage with you.
- FAQs – Some folks just need the answers to their questions and FAQ's are a quick and easy way to deliver a lot of information with a minimum of fuss.
- Survey data –Results from surveys can be very compelling and can serve as a way not only to educate, but also as a way to let prospects know you understand them.
Building trust and educating, while they are the first two content creation goals, should be on going. Keep making whitepapers, keep asking for testimonials, and above all keep creating content.