7 Ways To Think About Your Content Marketing
In this article we’re going to cover 7 ways to think about your content marketing and your social media posting to make it more consistent, easier and more effective.
Once a month we do a content marketing review inside More Leads and Appointments, and of course with any of the members we can dive deep into one-to-one stuff. Most recently, we've been talking a lot about content marketing.
Creating content for Attention
Creators tend to create for attention or application.
Attention would be like the vloggers, the Logan Pauls, the Casey Neistats, who just are trying to rack up views, they're probably gonna have an interesting thumbnail and a click-baity title.
A lot of creators are creating for attention.
Well, we can't really do that...
Creating content for Application
What about creating content for application?
That might be more our style…
There's going to be a lot of Youtube creators that monetize their channels and it's usually using listicles type stuff - like 7 things about this and 5 ways to do that.
They're usually driving deep into a How-To and give step by steps on how to do the thing.
Why Attention and Application won’t work for you
Attention and application works great for Influencers, but if you have a real business, a service-based, like a real estate agent, you can't create content like this.
What we create content for as service providers and real estate agents is really a decision.
We're creating lots of different content, but ultimately we're trying to help people decide on
if they should,
how they should,
and if they should work with us to do the thing they’re deciding on.
So we create content for decision.
There's 7 different types of content marketing and social media posting I want to share with you. We got into three of them, but I'm going to go through them in order now and lay it out for you.
We don't want to use only one of them.
We want to mix and match these appropriately.
7 Ways To Think About Your Content Marketing
1. Attention
Attention is that “look at me”, “check this out”, “look at this thing” and you're just trying to get eyeballs, you're trying to get clicks and views.
2. Application
That is going to be “here's how to do the thing” or “here's what to do”.
So you can dive deep, give some steps, give some ins and outs of it. You're going to be missing some nuance but you can give some general how-to's on it.
3. Intention
If someone is thinking about something we want to create some content for them. If someone's thinking about becoming an investor, first time home buyer, buying a second home, refinancing a mortgage or whatever it is. Create content on how to think or what their beliefs should be about that process if they have intent about it.
4. Retention
I guess the best way to think about retention is this... Just being a normal person online.
If you don't have this business, if you didn't need to connect with people and build an audience and create content in order to generate business, how would you be?
That is how I want you to think about retention:
Just posting things or even if it's content-based, it's related to your clients and you're giving helpful advice. Maybe it doesn't need to get people take action, it doesn't need to inspire them to change their belief system, it doesn't need to get them to change their decision, it's just “here's some helpful tips.” “Here's something that happened, check this thing out”.
So retention is just something that’s not going to make you think too hard about stuff.
5. Connection
Life, yourself and engaging questions. What can you do to actually start a conversation.
Connection is a piece that doesn't matter what kind of platform you're on. Seems like the algorithm is going to want that sooner or later so you want to make sure that you're mixing in some of these connection pieces for sure along the way just to make sure that when you're doing all the other pieces, people are seeing your content.
6. Promotion
This is an opportunity for you to say “Hey look at me, here's what I can do to help you”, “Here's who I help”, “Here's how I can help you”, “Who needs help right now?”.
7. Decision
These have strong Calls to Action - Here's what you want to do. Do you want this? Do you want to do this now? Do you want to do this later? Do you want to talk about this now? What questions do you have.? What are you thinking about?
Getting people to actually take action.
THE BIG MISTAKES
I see some people only posting promotion and decision posts.
Hey look at me, now do this thing...
Hey look at me, now do this thing…
And sometimes people are doing their social media where it's way too passive, it's all retention and connection, but there's no promotion or decision style of post after to get people to take action, to move them forward so you can actually help them.
What I would be doing with these is I would create some sort of tracking sheet and know how often I'm posting each style. And if you look back over a 14-day period, if you're posting every single day and you see that 50% are a certain style, oh that should be a red flag.
You should mix that up.
But I wouldn't get so specific that you're only going to do an attention or application like one style each day. You don't have to get that specific with this, but I would definitely be tracking this because you want some variety.
This is a big piece of the content marketing formula.
We want to be consistent, we want frequency. but we also want variety.
This is going to allow us to connect with more people, more often in a more engaging way. This way, they're not going to get bored of the same style of content coming out from us.
If you liked this article and want to go deeper into making your content marketing more effective… Go back and check out episodes 187 and 188 of Daily Show Up.
You can watch or listen to 187. And watch or listen to 188.
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