How to get content for your business that engages with prospects, nurtures your relationship with them, and turns them into leads, sales and customers.
As the saying goes “content is king”.
And in 2022, that’s truer than ever before.
The internet’s made it incredibly easy for people to consume content, and that’s exactly what they are doing, with the average daily digital content consumption sitting at over SIX hours.
That’s a lot of content. And if you want to be successful in 2022 and beyond, you need to get with the programme and create content for your business.
It might be content for paid advertising, it could be content for your landing pages.
Or, it could be content for your blog, which you’re using to attract good quality incoming search traffic, or content for your email campaigns, reports, guides and eBooks.
Whatever form it takes, we’re all agreed on something: you need content, and plenty of it.
The question is: where do you get your content from?
The truth is that creating content is the SINGLE biggest stumbling block in the way of business owners getting marketing out of the door.
Over the past decade, I’ve dealt personally with thousands of business owners, and time and time again, I’ve seen the same thing happen.
They’ll start with a simple aim of getting more leads, making more sales and saving more time.
We’ll show them how they can use a system that’ll allow them to put their marketing on “autopilot”.
Where the whole thing falls down? When it comes to creating the content.
Writing the emails. Creating the blog posts. Writing the paid ads. The list goes on. Content is an integral part of any successful automated marketing system, and without it, you’re not going to get very far.
Trouble is, most business owners don’t have the time, inclination or skill required to create content that compels, that positions and that converts.
Which means that if you DO want a steady supply of leads and sales, on autopilot, you’ve got two options:
Figure out a way to achieve this same aim without content and marketing technology.
For certain businesses, this is a realistic option. If you can rely on footfall, and people come to you without you having to market, there’s a chance you’ll get by without any content.
If you’re a tradesperson and you get all your work from word of mouth, you probably don’t need much (if any) technology, although content will always help position you, and reinforce your credibility.
Ultimately, although a small number of businesses might be able to get by without producing content, the reality is that if you’re actually looking to grow, it’s pretty much non-negotiable.
Which means, option two is your best bet:
Work out how to get a steady stream of
This isn’t as hard as you’d think, and there are at least three options available to you.
Before we dive into them, let me just quickly recommend one resource that I highly recommend when it comes to content:
Over the years, these two have been hugely helpful for me personally, helping me think about content in the right way, tell stories, qualify prospects and sell products.
The Art of Email is a fantastic product, and the structure they recommend it’s one we’ve turned into a Keap template that we recommend for all our members.
Right, onto where you can get your content from:
If you don’t have an innate fear of the blinking cursor, and you’ve got the time, then it could be worth creating content yourself.
There are plenty of resources available - books, courses, programmes - all focused on how to produce content.
In addition, there’s a pretty new AI tool called Jarvis, which actually creates content for you, which you can tweak and get out there.
I’ve found it to be very good for simple content pieces, and even if you need to tweak and polish it a tad, a lot of the groundwork gets done by the robot.
The team behind Jarvis has also produced a complete education programme, showing you how to use the tool, and specifically how you can use it to create different types of content, from SEO blogs, to video scripts, to full length books.
Jarvis starts at just $29 a month, and it’s well worth having it as part of your marketing arsenal.
Hire a freelance writer
There are hundreds of freelance writers online, indeed you’ll find plenty inside the Jarvis Facebook group, as well as on freelance sites like Upwork.
Even if you go for this option, I’d recommend investing in Jarvis - this’ll allow you to understand more about what good and bad content looks like.
Bear in mind that there are lots of different types of writers, and it’s vital you get someone who actually knows how to write the type of content you’re looking for.
Steer clear of press release writers and journalists - you want a writer that can tackle landing pages, emails and articles.
Work with a company that really understands how content marketing works
There’s a place for all of these options, but the one that’ll get you the best result, and the fastest is to use a company that are already creating content that works for their clients, as part of a broader, proven content marketing strategy.
The right company will take all the content creation off your plate, and implement it within a specific marketing strategy designed to help you achieve your aims.
If this is the right option for you, I can recommend Ideal Result without hesitation.
Having worked with them myself for many years now, I’ve experienced firsthand just how highly skilled they are as marketers and writers.
Over many years, they’ve cut their teeth, and helped their clients to generate many millions of pounds of sales, and because they focus on content as a principle, rather than a specific media like Facebook or Google, they’ll always advise you on the right strategy for your business, rather than one that suits the tools they have at their disposal.Ideal Result will guide you through the entire content process with insight and integrity, so I can heartily endorse them - click here to find out more about Ideal Result and how they work.