I stepped out of the summer heat and into the air-conditioned Lane Bryant store, a popular clothing chain. Inside, I searched the bra section and took a few items to the dressing room.
After I tried on Bra #5 or so, I was ready for a meltdown. None of them fit right and I wasn’t sure why. I felt overwhelmed and out of my element.
I was just about to go home when a sales associate (God bless her!) knocked on the door of my dressing room. She asked if I needed assistance and when I told her I did, she entered the brightly lit room.
I gestured miserably toward the bra. “Why isn’t this working for me?”
She leaned over, tugged the bra, and said, “The band’s size is off, sweetie. Let me grab you some different sizes.”
She returned with a variety of bras and explained how to get the best fit each time I tried a new one. When I left, I was grateful and pledged I’d only bra shop at Lane Bryant in the future.
Why You Should Educate Your Community
The sales associate had correctly guessed the source of my trouble and taught me how to shop for a bra. And that’s the thing about content marketing—don’t assume your community knows what they need.
Many times, potential clients aren’t sure how to make a buying decision. They need guidance and advice. They often turn to search engines and ask questions like, “What’s the best hosting company for entrepreneurs?”
That’s where you can use content marketing to teach people. If you’re a business coach that specializes in helping women create their own websites, you need to be advising them. You could tackle topics like this on your blog:
- 6 Things Your Hosting Company Won’t Tell You (Teach them how to shop for a hosting company)
- Is Your Website Copy Turning Off Potential Clients? (Teach them the importance of website copy)
- 7 Signs You Need to Redesign Your Website (Teach them about poorly designed websites)
Keep Developing New Content
Once you’ve earned the trust of your customers, they’ll keep coming back to you (just like I’ll keep going to Lane Bryant). This means that educating your community is an on-going process.
You may have a customer that takes your course on web design then turns to you and says, “That was awesome! Can you teach me how to use Instagram to get more clients?”
If your community is interested in this topic and you keep getting requests, go for it. Create educational content about Instagram. Explain how Instagram can drive traffic back to their website then promote your web design course.
By doing this, all of your content begins to interlink, creating a large sales funnel that lets you profit even when you’re sick with the flu or when you’re on vacation with your family.
Teach In Different Formats
When you’re creating content to educate, remember that there are different learning styles. Some members of your community are going to love text and devour every blog post you write.
Some members will prefer video and would rather watch you on Facebook Live, instead of reading your blog. You may also have members that enjoy listening to audios and want a podcast they can subscribe to.
Don’t get caught up thinking that you can only educate on your blog or website. It’s also smart to be on social media sites where your people are. Interact with them and answer questions. Doing this will give you plenty of content ideas.
Your community is eagerly searching for a content leader who can teach them what to do. Step up to the challenge by creating a piece of content based on a common question potential clients ask you. Then share your link below in the comments section. 🙂
Your Content Marketing Guide,
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