Southern California’s sheer number of residents means business opportunities abound, even as reports surface of people moving out of the region. But the challenge of having so many people in the area is that many professionals and small businesses have to fight for their identity.
Roofing companies, real estate agents, designers, manufacturers and companies in all industries need to find a unique message.
Content marketing is a way to create a unique voice and that sought after USP — Unique Selling Proposition.
Here are three specific types of content you can use for an irresistible USP:
Marketers make it sound like the primary purpose of content marketing with bios, blogs and books is to be top of mind (a marketing cliché) in your customer’s head so they think of you when they need you.
I’d say the primary purpose is showing that you understand them intimately, you care about them and they can trust you to offer the solutions that they need.
The result is that they’ll appreciate you, think of you, and want to do business with you.
Communication lays the foundation for building relationships.
And why is that important?
Because people do business with those they trust.
A bio is a brief story of why you care enough to offer a product or service that helps your customer.
A professional bio isn’t just a resume, but it’s an energetic sharing of:
· how life’s circumstances led you to offer your products, service or become outstanding in your profession
· how you personally experienced a need in the marketplace and decided to create a company and offer a solution
What’s the purpose of a bio?
· the audience learns a unique trait about you that they can relate to
· they see your passion
· how you’ve developed your expertise
Once your audience reads your bio, then you’re no longer a stranger to them. You want it to pique their interest so they want to find out more about what you offer.
Where should you place bios?
They’re versatile and can have tremendous visibility. They can be placed on:
· Your website’s About page
· Adapted for social media profiles like LinkedIn, Facebook, Instagram and Twitter
· In your email signature as brief snippets or linking to your website’s About page
Let’s say you’re a manufacturer, lawyer, health professional, real estate agent, or you operate a service company on a local or regional basis.
Why should you blog?
The primary reason is that your audience will see that you’re offering a solution to their needs, wants and desires. Your blog needs to offer value — and the more value you offer, the more the reader will trust you and respond to the call to action.
You convey this through a variety of editorial topics.
Blogging is good in all industries, but it’s especially useful for companies and professionals in knowledge industries like health and legal or what I term relational industries like real estate agents.
Blogging means that you become a publisher of your core values and expertise to attract an audience for new business and stay connected to your current customers.
Where can you blog?
Your own website is a great place to blog because each entry is like publishing a new webpage so it’s useful for search engines and human beings.
Platforms like Medium are useful, too. In fact, Medium is a place to upload content regularly and earn back some money whether it’s petty change, or hundreds of dollars, and invest in your marketing channels.
Guest post on business sites across the internet, news websites, and blogs in industries that are complementary to yours.
What should you blog?
You’re going to write about solutions that your customers in your industry care about. That’s the priority. Secondly, you’re going to write about your expertise or why your company is positioned to help.
Lay out an editorial calendar as roadmap for what you’re going to write about.
A common question is how long should your blog post be?
The answer is long enough to be the best information source for your blog’s category on the Internet.
Your goal is always to be relevant to the needs of your audience.
In order to provide a solution on a well-crafted blog post, your aim is to write about 800 to 1,200 words.
A 1,500 to 2,000 word length is good for most industries, especially ones that are competitive.
However, you can also be fun and toss in blog posts like quizzes or infographs and photos that are eye-catching and fun for your audience. Mix it up.
Use the longer established posts to link to the fun posts.
Writing a book that focuses on the customer needs is also useful to prove the point that you are the one to do business with.
If you have several different types of clients or product lines then you can focus a book on one and go in-depth.
I ghostwrote a book for a dental specialist, a prosthodontist, who has a practice with various types of patients with different needs. He also treats oral cancer patients and we wrote the book specifically for that group of patients to read. My client is using the book as a lead magnet.
It was about 80 pages long and uses some of his humor and lay language to highlight the importance of using him to treat oral cancer instead of relying on a general dentist.
I also wrote a 5,000 word e-book (about 20 pages) for a chiropractor who has a specialty in Upper Cervical treatments.
Writing a book on your own or hiring me is a large commitment. Blogging and writing a book are complementary and the information being used in blogs can fill a book or a series of books.
Or, you can write a book and from that extract a few months’ worth of blog posts.
While I urge you and my clients to speak from the customer’s perspective, you can also cover in any of these avenues pertinent hobbies, company milestones and achievements and expand on your why and future goals.
Integrate your company information with the customer’s perspective and needs.
Content marketing takes a winning strategy and consistent effort to return results. Creating entertaining bios, best of category blog posts and books that make your customers want to turn the page build relationships that bring in sales.