Over time, content that is consistently helpful, interesting, unique and high-quality builds trust with your audience. Think of all of the content providers you follow, like magazines or websites. You follow them because you read and enjoy each installment of content from them from cover to cover. You can build this kind of relationship with your audience just like this through good content.
Another bonus is that your loyal followers will share your content, effectively doing your advertising for you. As long as your content is consistently good and speaks to your audience, you’ll see it grow.
Through this content, you also establish yourself as a brand. Just as a magazine is synonymous with a certain lifestyle, ideology, audience, activity or mindset, you can establish your content brand in the same way.
Is Your Content Relevant to Your Ideal Coaching Client?
In order for your content to resonate with readers, it needs to be relevant to them. By “readers”, we mean consumers of content. They actually could be watching videos, looking at visual content, or consuming any other kind of content, but for the sake of simplicity and because so much content is text-based, they’ll be referred to as “readers” from here on out.
Write for Your Audience
When you write content that’s supposed to be engaging, you write it for your audience, not yourself. Your reader is not interested in you and your problems. They’re thinking about their own. This doesn’t mean that the reader is selfish, but just that most people search the internet for content that provides them value in some way.
So you have to ask yourself, how does my content provide value to my ideal client?
There are actually many ways to provide value. Chief among them is that the content somehow helps the reader. Much of the internet content you see is of a “how to” nature. Articles teach readers how to overcome simple problems or make changes in their lives to help them reach their goals. If your content provides this type of help, it will be very valuable to them.
Value isn’t always something serious. A reader might find a piece of content valuable if it inspires or simply entertains them.
The key is to understand your readers and target audience and what they’re looking for when they’re searching for online content. What’s valuable to the reader is determined by the reader and their tastes, their lifestyle, their problems, and so on. You can conduct market research so that you can gain an understanding of what’s valuable to your reader. One truly effective way to conduct simple market research is to interiew people in your target market. Ask them what their pain points are. Ask them what they struggle with, what they want, and what keeps them awake at night.
As a Primal Health Coach you’ve finished the certification course and gone through their marketing basics. Ideally, you’ve also established a niche meaning you know who you’re marketing to and the problem that you’re solving for them. You KNOW your audience. The next step is to make sure that the content you’re creating is written for them. It addresses their concerns, problems, questions, and provides them with solutions. By providing your ideal client with value, you’re establishing that all important coaching relationship. You’re creating trust.
Your Relationship with Your Audience
It’s important to realize that each piece of content you publish is a part of building a relationship with your reader. The value and quality your content offers engenders loyalty. If your content is consistently good, your reader will see you as a “go to” source of the information they like or need. They’ll come to you when they need help or entertainment.
Ideally, your readers should be sharing your content on social media and telling others about it. If your content truly hits the mark, your readers will share it. When a reader shares a piece of your content, this lends it credibility with their friends.
Consider this: If you visit a website and see an article there, you may find the article credible or not credible. But if a trusted friend of yours shares the article and tells you you’d better read it, you’re going to put much more faith in that article. This is how social sharing works. Your readers promote your content for you.
The key to building this relationship and creating sharable content is to not only know your readers but nurture your relationships with them. You can do this by learning more about your readers as you continue to interact with them. Connect with them on social media and create a dialog with them. Pay attention to reader feedback, both directly in terms of comments or messages, and indirectly in terms of sharing and other behavior.
Be Real – After All, for the Coaching Relationship to Work, you Must Be Authentic.
In order for your content to resonate with your audience, you have to be real with them. You have to break down any formal barriers that stand between you and your reader. The idea discussed above, that you should listen to your audience and connect with them wherever possible, will help you do this. But there are also things you can do within your content to make it more personal.
One way to connect is with the tone of your content. Write in a friendly and casual tone that’s like a friend talking to a friend. Imagine you’re writing an email to someone. This will make your content sound like a personal conversation, which is much more relatable than formal writing. Keep in mind, however, that your writing should be free of grammatical and spelling errors.
Another way to connect is to share personal stories where appropriate in your content. It’s perfectly okay to break down the personal barrier and refer to yourself in the first person. Personal stories or anecdotes are very popular. They’re fun and easy to read, and they give your content a personal touch.
However, there is such thing as too much personal information. The best way to strike a balance is to get personal wherever possible, but make sure that it’s still completely relevant and very valuable to the reader.
To begin laying the foundation for future coaching relationships and to attract your ideal clients, creating consistent content is the key. In addition to consistently providing value to your audience, you want to begin to create that connection – and of course to create content that your readers engage with, share, and subscribe to.
Good Content Creation Ideas
What’s really going to determine the effectiveness of your content, much more than tone or any other factor, is your topics. In order to write good, engaging content, you have to write about things that are interesting to your audience. Here are some questions to help you generate good ideas for relevant content:
- What are the questions your customers repeatedly ask you?
- What are the questions they should be asking or that they’re not asking yet?
- What is something your customer could talk about all day long?
- What could help your customer right now?
- What do you know that your customers don’t about your industry, niche, etc.?
- What are your readers sharing or posting on social media right now?
- What breaking news or new thing in your industry should your customer know about?
Focusing Your Content
No matter how long a piece of content is or what format it takes, it should be simple and direct. You should be able to summarize what the piece is about in one snappy sentence. Your introduction and conclusion should sum this up for the reader with the rest filling in the details.
If you can’t summarize the piece in one sentence, you have several options. One is to trim the parts that aren’t completely relevant to its topic and try again. If you can’t summarize in one sentence or you find that you’re dealing with two subjects or questions at once, turn the piece of content into two pieces of content.
Your Unique Voice
No matter who your reader is, it’s a certainty that they’re looking for unique content. You should make your content as distinctive as possible. Some ways to make your content unique include:
- Saying what no one else is saying. Don’t be afraid to take a risk and say the one thing nobody seems to be saying.
- Taking an unusual angle. Take a common problem and take an uncommon approach to solving it.
- Reading the work of content creators in a similar field to you and find something they’re not covering.
- Taking something that’s common wisdom, an opinion that’s widely held, and arguing for the opposite opinion.
- Getting ideas from other media, like movies, popular music, art, poetry, novels, etc.
Finally, content that’s emotional resonates with readers. When a piece of content stirs emotions and gets the reader feeling something, it’s much more likely to get shared and create a bond with your readers. It can be any emotion – wonder, joy, awe, sadness, fear, anger – but generally speaking, positive emotions tend to get a more positive response.
How to Get Started
All of this may sound like too much. You may feel overwhelmed. It’s okay. You’re creative, you have value to offer your audience, and you have ideas. Start writing those contnet ideas down. Create a content schedule that is 100% doable. That may mean only posting once a week on your blog and three times a week on Facebook. That’s okay. As long as you’re being consistent and you’re adding value, you’re off to a great start.
If you want help getting started with content planning, topic brainstorming, or you’re looking for someone to write (or polish) your existing content, give me a call. I’d love to help! You can schedule a free consultation HERE. Or send me a quick email at annette @ renegadenurse . com.
To your success!