Something I heard about years ago was from Derek Halpern. And he said a lot of bloggers write content for other bloggers, not their target audience. That’s what I mean by not writing content or not making content for your competitors. So don’t teach people how to do what you’re doing, teach your customers how to fix their problems.
The types of content that work quite well are the same things you’re having in conversations with your actual customers or with your actual prospects. So if you have a helpdesk or you get email inquiries, and they ask questions, that is great content to have in your free content, because it is representative of the question that goes on in someone’s mind when they go from that stage of not knowing that they have a problem and not knowing how to solve it and not knowing you exist to now knowing they have a problem. They want to solve it. And they know you exist, because you’re actually, you know, they’re following your feed or whatever.
The other types of content that works really well are case studies, when you talk to an actual existing customer who you got a great result for, other people who have the same problem, insert themselves into that story. And they see you as the authority solution. And they want you to help them solve it too.
Other ones that work are industry rants where you get upset or annoyed or angry about something that’s happening in the industry that is wrong. And you believe strongly and vehemently that that is wrong, and you want to talk about it and shout it to the rooftops and you’re going to polarize people with that content. This is a more risky topic, but it will win you your perfect audience, and it will repel you the people who are not a good fit, so it’s more polarizing. So that’s a rant.
Okay, so there’s some of the typical types of content that work really, really well. And they should all be related to the customer’s situation so they’re relevant. When they see this, they think oh, that applies to me.
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