Content is essential to your business becoming (or remaining) an industry leader. It’s fast becoming a differentiator as more and more customers do their research online and make purchasing decisions long before they speak with one of your sales people.
If you hate to write but don’t want to pay someone else to do it for you, you don’t have to give up on content. You shouldn’t. There are other forms of content production that are as effective in helping you become a resource for your customers as the written word is. If you’re not a great writer, chances are these other forms of media will also be a lot more compelling and engaging for your audience.
VideoThere are a lot of options in this category from webcam or cellphone production to slick agency creations. What you use depends on what you sell and who you’re selling it to. But even a high-end luxury brand can create a campy, low-budget production hit if it resonates with the target audience.
Generally, you’ll want to keep all videos under 3 minutes unless it’s very meaty subject matter. Ideas for videos include telling your story, client testimonials, product explanations, and things people who are in the market for your product or service need to know.
Don’t forget to check out the live-streaming video options with Periscope, Meerkat, and Blab. Businesses can also do interesting things on the six-second looping Vine.
PodcastsThe old joke, “You have a face for radio”, is no longer applicable with the increase in interest in podcasts. Thousands of mainstream marketers have embraced this successful medium because people are listening to podcasts with the same zeal families gathered around the radio to hear the latest installments of their serial programs back in the 1940s. Just ask NPR.
Podcasts can be anywhere from a few minutes to thirty minutes long. A computer, headset, decent mic, and some editing software is really all you need to get started. You can create a tips series or cover topics of interest to your audience. If you run a gym, a podcast on good nutrition might be a nice fit.
Interview SeriesWhile this is a type of video or podcast it deserved its own mention. Lining up subject matter experts each week or month is a lot of work but a video series of this caliber provides an exponential return on your time investment. It becomes a valuable resource for your audience and establishes you as an industry expert because you are surrounded by top minds. Also because you are selecting the guest line-up, you can choose experts who can help you further your message. Now you’re not the only one telling customers what to consider when buying, others (very smart others) are endorsing your beliefs.
ImagesA picture is worth a thousand words, right? Picture posts get more click-throughs and shares than posts with just words. There are a lot of free design sites (Canva, Visme, Pixlr, to name a few) that can help you create posts that get attention. Marry your images with a strong message or inspirational quote and watch your engagement take off.
No matter what medium you choose to work in, it’s best to repurpose your content whenever possible. Use your videos to create transcripts for those who enjoy reading. Use sound bites to create social media posts, memes, or image quotes. Give your audience what they want in a form they can enjoy. When you do, you’ll find it saves you time and reaches a much broader audience. A broader reach translates to more sales.
Christina R. Green teaches small businesses, chambers and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and the Event Manager’s Blog.
She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.