The ONE Secret To Getting Great Content Ideas That People Aren't Sharing
photo credit: Amelia Soegijono Photography | creative direction & styling by us
This is how the conversation usually goes whenever I tell people to ask me anything about content marketing. (This actually happened again yesterday over coffee with a lovely baker.)
“How do you do effective marketing that drives business?”
Me: “Just ask.”
“How do you create content people want to come back for?
Me: “Just ask.”
“But I really have nothing interesting to say. I’m a pretty ordinary person…”
Me: “You do. Just ask.”
The secret to all great content marketing is ask, a.k.a. market research.
Ask the right questions, people will tell you what they desperately need and want to see more of! Give people what they want in your own voice with your unique experience and expertise, you’ll be their go-to person for the products or services your offer!
So, how do you ask great questions that will help you create better content (& bette offers)?
Think beyond your products & services
Content marketing is for you who want to create something more powerful, a brand, beyond just another business (click here to read about the 3 biggest differences between brand vs. business). Think of the lifestyle, the transformation, and the dreams you want to make happen for your people with your products or services.
For example, if you’re a wedding photographer
Don’t ask “What’s your biggest question(s) when hiring a photographer for your big day?”
Ask “What’s your biggest question(s) about your big day? Your biggest headache during planning? What’s the one thing that will really help you make ”
Do not limit your questions all around your specific offer. Because you’re in the industry and you’ve probably seen weddings that didn’t go as planned. your know a lot more about the planning process, tips, and tricks that would really help a bride-to-be.
And if you make natural skincare products, don’t just ask people what skincare products they would like or what ingredients they look for. Think about the results, the lifestyle and the transformation your people are getting with your products and create questions such as “What are your biggest questions on organic living?” Or “What are your priorities for providing your family a healthy lifestyle?”
Keep Q’s Open-ended
Keep your questions open-ended, and give people a chance to answer in their own language. Many people tend to opt for checkboxes and radio buttons now for surveys, but unless you're building specific features of a product or services, stick with the open-ended text forms. This is a great way to find out what language people are using, what they are looking for, and any particular emotions they feel. To make it easier for people to answer, don’t ask more than 3 questions at a time, and keep the questions short and easy to understand what it is that you’re asking. Recording a phone or in-person interview is always an option as well!
Keep It Simple & Easy
Start with 10 people. They might be a friend, a partner, a past client or an existing client. The key here is to make sure they fit your target audience profile. (Click here to read The 3-Step Formula To Identify Your Niche.)
Next, decide on how you’re going to make the ask - online survey, over the phone, or in-person meeting. Make it as simple and easy as possible to whomever you’re asking.
The 10 answers you collected should let you know what they’re looking to learn and what they want to know.
There you go! 10 great responses is a great point to start. You should have lots of information on what questions people have, how they describe their problems, and how they feel about their situations. Apply these to how you show up online and give people what they want!
Still wondering if Content Marketing is right for your business? Here’s a quick way to find out.
Don’t forget to grab your seat at our FREE training, so you know how to grow your profitable brand people love AND a loyal customer community who keep buying from you!