Today, I am talking about creating business content, because at Marketing for Owners, we teach you how to create a self-marketing company.
And to be honest, all you need is great content and then to get it out and about, and then get leads and stuff.
So, let’s go just on to the great content. Most people are stuck and are not sure what to write about. They blog about once a week or twice a week, but they are not sure.
You might think, “What am I going to write about? We are only a ____ company. We are only small, only boring. We don’t do things. Who’s going to listen?”
You have customers don’t you? They will listen. They are interested in everything about you. So they want to know.
If you don’t want to write perhaps you can get someone from your staff. You may have somebody who’s a writer.
Loads of people keep diaries, loads of people have personal blogs. They write on Facebook, you’d never know. Ask, you may be surprised.
But the next thing is, is how to create the great content? Now, this is not a secret. But people just don’t seem to know.
Your staff and you, you know everything about your product. You know everything there is to know about it. You know how to use it. You know how not to use it. You know where to use it.
Where not to use it. You know how to handle it. How to store it. Where not to store it. What not to do. Why not to eat it. Why it smells like that.
Why, if you put it in a corner that’s too dark, it goes a funny color. You know all this kind of stuff, that people just don’t know.
You know the reason you put it in such a thick box, it is very difficult to break the box down.
So your customer’s thinking, “Oh my goodness! This is a really thick box, this is really annoying. It’s really tough for me to break it down”.
But if they knew why they would understand? That is kind of stuff that they want to know.
So, you are going to ask and interview your own staff. There you go. That’s why I said it’s not a secret because it’s not that hard is it?
For instance in my business, Fire Protection Online, we sell carbon monoxide alarms. Now, most people are aware of carbon monoxide poisoning, the odorless gas, the one that you can’t see, you can’t smell.
It just kills you from leaky boilers, gas boilers, things like that. Carbon monoxide alarms are pretty simple but if you look up questions, if you look up online, one of the most popular searched terms about carbon monoxide alarms is ‘My alarm keeps beeping, why won’t my alarm stop beeping?’
Now you think, ‘oh, what can I write about that?’ Well if I phoned you up and said that to you, what would you tell me? You wouldn’t say, ‘I don’t know. Can’t help you, bye.’ Would you?
You would explain the possibilities of why it’s beeping. Perhaps the battery is expired. Perhaps it’s faulty. Perhaps they actually have carbon monoxide in the building and should get a specialist in to double check and open all the windows meanwhile, by the way. B
But it could be, they have a limited life. They have say 3 years shelf life. How old is it? Look at the date. You can say, ‘go grab the thing, look on the back. Just under the sensor it’s got a date on it.
That kind of information. Imagine writing that to save the person having to tell you, having to ask you to save your time.
Now of course if you are going to say to me ‘But then everyone else will look up and find out the information from ours and go and buy from someone else’. Why? Why would they?
Why would they buy from someone else?
If you are given a choice of three companies — one had all that information, everything you need to know about the product, and the others don’t, and yet all the prices and products are similar. Products are similar, why would you go and buy it from someone else?
Wouldn’t you buy it from the one you think is an expert? I know I would.
Why do we buy from Amazon, hmm? When we can get it at the local shop. Not only is it convenient but we trust Amazon.
Amazon delivers and if they get it wrong, they replace it. And they are huge. Can you see? Become an expert. If you go look on our site, you’ll find unbelievable amount of articles about carbon monoxide alarms.
And that’s just one little product that costs about £15. We answer those questions. We’ve put up data sheets so that people don’t have to ask all the time, ‘How big is it? How small is it? How thick is it? Or how noisy is it? What color is it?
We’ve put a data sheet. When we did that by the way, phone calls went down. I think we measure phone calls. Went down to some like 30 something percent. Can you believe it?
So that is what it’s all about. That’s it. It’s as simple as this. Just interview your staff and then write it up. Or get someone else to write it. You can even interview customers. You can interview suppliers. You see where this goes. Stop coming up with excuses. Okay end of that, gives you enough ideas to think about.
Drive Time Podcast
It’s Thursday, so its time for drive time podcast. And today I am going to recommend one of the rainmakers set. It’s called ‘THE LEDE’.
They’ve put a whole load of podcasts up — whole digital challenge. Fantastic. But this one is from Jerod Morris and Demian Farnworth.
And quite simply they are marketing experts and they answer your questions about copywriting, content marketing, email marketing, conversion, all that kind of stuff.
Go check them out and have a listen. While you are there, look us up and give us a review. If you do, we will ship you one of the books from our books list for free.
What content do you need to create?