Are you making content that's harmful for your business?
If you settle for mediocre content, then beware: mediocre content disguises itself as achievement.
Mediocre content is easy to churn out because it’s generic and focused only on one thing: the sales pitch. We spend money and energy on promotions, blog posts, and ads that all say, “Look at how much I know!”, “I’m the best!”, “Buy from me!”.
But here's the inconvenient truth: nobody gives a damn about our sales pitch.
In today's hyper-social and collaborative world,
people won't care about how much we know
until they know first how much we care.
Self-serving sales pitches only add to the overwhelm our audience is experiencing. With only 1,440 minutes in a day and as many as 5,000 marketing messages vying for their attention daily, the only message mediocre content leaves them behind is that we don’t care enough to make a difference.
Which is exactly the opposite of who we really are. No one is more passionate in finding solutions than entrepreneurs. This is the very thing we innately possess that can compel our audience to look our way.
That is IF we start finding solutions to the problems that our audience actually want to solve.
So why settle for mediocre, self-serving, and intrusive content that ends up pushing away those we want to serve?
My proposal: Let's start treating content as if it were our product. Measure its business value in how well it solves people's problems or fulfills their needs. Let's claim our CONTENT ZONE of AUTHORITY -- the niche where we can develop media and resources that combine competency, passion, and utility. Committing ourselves to content that educates and elevates people is the honest way of winning them to our side, and the first step in transforming content into an unfair advantage for our business..
How do you shift from simply making content to making content that benefits people and your business?
Grab your free copy of the "5-step Quick Guide to Starting a Content Crusader Programme.
It lists action steps that will shape the formation of a Content-as-Product mindset. You can get cracking on strategic thinking while actually getting things done.
Content is currency. It's our ticket to join our audience in their buying journey. Let's create content as if it were a product: treat it like a business asset instead of a marketing cost.
Time and attention are currency. People don't care about self-serving content. Let's measure content's business value in how well it solves people's problems or fulfills their needs. Our brand promise when it comes to content must be based on value creation. Content is not an end-in-itself.
Claim our Content Zone of Authority -- the niche where we can develop media and resources that combine competency, passion, and utility. This goes beyond getting people to sign up for our newsletter or like our posts. It's about committing ourselves to content that educates -- content that elevates people to reach greater heights. We just don't want to attract an audience; we want to nurture a community.
Businesses large and small must earn their audience's permission to sell their products. Creating content solutions for people demonstrate how much we care. This is the honest way of winning people to our side and what drives Content Crusaders.
The barriers to creating and distributing content are so small and few. The real challenge is developing a strategy and system for compelling content that scales. This will turn your marketing from good to outstanding...to meaningful.
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You'll also get the Content Crusader Programme: Handouts and Templates". It contains the following resources:
* 5-step Quick Guide to Starting a Content Crusader Programme
* Persona Development template
* Content gaps and opportunities
* Content roadmap template
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From Content Maker to Content Crusader
Break free from the
Build content that's rooted in people's needs. By enabling our audience to be better in the things they love to do, we earn the privilege of forging relationships with them.
Content that helps people helps businessHow many times have you felt that rush of relief when a timely advice prevented you from making a huge mistake? Did you feel pride when that small but valuable nugget of information you discovered made you a star in your client's eyes? Did you also raise your fist in the air and roar, 'Yeah!' when that online course you took elevated your work from good to outstanding? Did you ever utter a silent thanks to whoever created that content that saved your day? Afterwards, weren’t you more open to listen to what that content creator had to offer you?
Help, not hypeWhen we provide valuable content that solves real-life problems, we make our brand relevant in each phase of the customer's decision-making process. People are more willing to listen to those who promise to create value in the content they offer.
Educate, not pitchBe the information hero people can rely on — the business that helps them make the right choices and become better in what they do. The best time for pitches is when our audience become our fans. It’s way easier to sell to fans than strangers.
Solve, human-to-humanDharmesh Shah said it best: people buy from people, not companies. The end goal for developing remarkable and valuable content is not to appease the Content Machine: it is to solve for humans. Content Marketing starts and ends with people and their experiences.
The Content Crusader’s Quest
Elevate people to greater heights
The smartest way to attract our ideal audience and nurture communities is to master the creation and distribution of content that genuinely helps people. For this quest we'll need a strategy, a system, and a lot of courage. If you'll bring courage, I'll bring the strategy and system.
Let's start making meaningful content that solves, saves, and sells
My framework is simple:
* Your strategy for winning shouldn't be based on how much content you can produce.
* Efficiency in content production is secondary to relevance and utility of content. There's nothing more inefficient than efficiently creating content which should not be made at all.
* Prioritise the development of content that educates and elevates. Because it creates more value for people, it will thus drive more conversion to business.
* Focusing on content that helps people make better decisions is what will elevate you into a Content Authority and will distinguish you from the rest of the content makers.
Consider this: if you can only spend on one piece of content, what would it be? I'd say, focus on the Problem-Solution type. It's rooted in people's needs and therefore, relevant and authentic. Greater Authenticity + Greater Relevance = Better Conversion Chances. The next challenge is to know what kind of content to make -- as well as the scope and scale of production and distribution. This requires a deep understanding of the problems and desires of our audience.
How can I make a difference for you? I will harmonise the three major elements of content marketing strategy to jumpstart your transformation into a Content Crusader: customer personas, content zone of authority, and content offerings for each phase of your customer's decision-making journey. In doing so, your business gets to prioritise the basic set of content that moves people from solutions-unaware to committed-to-action. If we put in the work and stay focused, they'll make their next move with us.
I'm just a small business owner. A content programme sounds too big for me... You need, perhaps even more than big business, laser-sharp focus in the choices you make in marketing. You cannot win the content mass production game, but you can claim your niche. A Content Crusader Programme can be instrumental in securing your Content Zone of Authority by guiding the development of your Minimum Viable Content -- the best content you can make that's good for business and useful for your audience within the limited resources you have. With the Content Crusader Programme, you don't have to settle for less -- you don't skimp on the strategic solution because what we will scale is the approach.
What I can do for you
Develop your customer personasCustomer personas form the core of any content and social marketing strategy. I'll help you get deeper and actionable insights on your target audience’s decision making cycle vis a vis your selling cycle or marketing targets. We can then see which touchpoints can best be supported by content and social media, and how to better optimise content for discovery and conversion.
Define your Content Zone of AuthorityYour Content Zone of Authority is the niche where you can be both competent and passionate in content creation, while preserving utility for your target groups. We'll pinpoint the sweet spot between your persona's needs and your value proposition in order to derive cornerstone themes and topics for your business. This will help you chart a content roadmap for your customers.
Chart your Content RoadmapA Content Roadmap helps you stay relevant in all points of choice of your audience. Based on persona and their information needs, your content authority niche, and business objectives, we'll identify the compelling themes and topics throughout the customer's decision-making journey. I'll pinpoint content gaps and opportunities in each phase so you can better plan which content to develop.
Build your Minimum Viable Content (MVC)Your MVC is a means to deliver strategic content that provides real value for customers. It enables you to test assumptions and learn from feedback. Think of it as the basic version of a media resource you can create or optimise to address your most urgent business goal. It's minimum so we can elevate what's important and create focus to make it more compelling.
Interested in creating the Minimum Viable Content for your business?
Hello, I'm Timi
I help you advance from Content Maker to Content Crusader. I believe that the most honest and lasting strategy for audience-building is transmuting your competency and passion into content that solves people's real-world problems. My passion for social and content is anchored by my solid experience in requirements management, teaching, and development communications. This enables me to apply an integrated approach to projects and provide holistic solutions. The people I work with always get the total value they deserve.