Primal Health Coach – Content Creation Lesson #1
How to Create Content that Resonates with Your Ideal Clients
In order for your content to resonate with readers and potential clients, it needs to be relevant to them. This is why it’s imperative that you define and understand your target audience. Not having a clear picture of who you’re marketing to means you’re not really able to understand what’s relevant to them. Make sense?
Rule #1 Write for Your Audience (Not for yourself or your perceived 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.
How does content provide value? Well, first and foremost, your content needs to help the reader, it needs to be part of a solution to their problem.
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 a solution, or part of a solution, it will be valuable to your reader.
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 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. Ongoing market research is part of any solid content marketing plan is to continually research your audience, so that you can gain an understanding of what’s valuable to your reader.
Rule #2 Your Content Must Build 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 gives 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 shareable content is to not only know your readers, but to 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.
Rule #3 Be Yourself
The word “authentic” has become almost a buzzword in the world of content marketing for a reason. 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 the risk of sharing 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.
Bottom line…it’s a bit of a balancing act. You want to focus on providing value first and foremost. This requires a solid knowledge about who you’re targeting – who is your ideal coaching client? From there, work to connect with your reader and become someone they trust and can relate to. Being yourself and focusing on their needs and wants will go a long way toward creating content that grows your Primal Coaching Business!
- 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?
Next time we’ll take a look at how to create structure and focus to your content and in Lesson Three we’ll talk about different ways to get the most from your content including repurposing ideas and different types of content.