Forward March Communications

Is your writing brain as blank as the Google Doc you’re staring at? You’re not alone. Creating content is challenging….which is why everyone seems to love ChatGPT. Enter a topic and boom you’ve got content. It’s tempting to click the cute little copy clipboard and post. But please, please don’t. For one thing Google Search bots and humans alike can sniff out a fake faster than you can spend $8 at Starbucks on an overpriced latte. Plus, and perhaps the most compelling reason, is that you can do better. I promise. Let me show you how. 

Be Yourself

Pretty much the first rule of life is just to be yourself. Funny enough the same rule applies for creating content. For content to not be generic ChatGPT-bot-style you need to develop your authentic voice. I think the best way to do this is to tackle writing as if you were explaining your service/business/widget/product/thing to your best friend. Assume the reader wants to hear what you have to say and communicate it in your unique fashion. If you’re funny, be funny (yes, even in business writing). If you are authoritative, be the expert. If you are warm and kind, let that come through in your writing. For example, the voice you are reading right now, is hoping to be; straightforward, witty, informative, and dare I say a bit inspirational? How am I doing?

Your unique perspective is necessary and needed. Stop telling yourself that there is already too much content, or that no one wants to hear what you have to say. Nay. Not true. Also, while I’m on the topic of self-doubt stopping you from writing on the topic you are the expert on, stop being intimidated by people with huge followings. Ever heard of a micro-influencer? Google it. It’s kind of a big deal. Think of yourself as a micro influencer. 

Tell Me Something Good 

Good content either entertains or educates. And the very best content does both. If you need proof of this look no further than the popularity of TikTok, Instagram and YouTube. For B2B sales I’d say lean more toward the educate side of the equation. Everyone is busy, but what can you say that will add 10x value to someone’s day?  

Here are four ideas to get you started: 

• Build a listicle. Something like “Top 3 Ways to Scale Your IT Operations Fast”, or
  “10 Make-at-Home Coffee Drinks That Will Make You Ditch Your Overpriced Latte For Good”. 
• Comment on something else in the news. If there is a recent study, report or research published in your niche, that is a perfect opportunity to add your two cents on the topic. GIve an interpretation of the findings and share it with your customers and clients. 
• Hosting or attending an event. Let’s talk about it. What do you hope to learn? What did you learn? These are great opportunities for visual and written content and they show your potential clients that you are up-to-date on the latest trends in your sector. 
• Your passionate and informed opinion on a topic that pertains to your business. This is a real winner, especially because of how Google Search is treating AI generated content. My friends at INK Communications broke it down in this excellent analysis.  Google will now start evaluating content based on E-E-A-T; Expertise, Experience, Authoritativeness and Trustworthiness. What this means for you, dear reader, is that you need original thought leadership and opinion content, delivered by experts to continue to build trust with your potential customers. 

You likely have a ton of opinions, thoughts, ideas and news to share on any number of topics in your field. Just jot down a few. Take the few that you feel most excited about and write three short paragraphs. Keep it simple and easy. Once you get into the flow of writing then you can start to think about adding Keywords and other SEO tactics. For now, just get some of the knowledge you’ve acquired out of your head and onto a document. Don’t like to write, use a talk-to-text app!

Google will now start evaluating content based on
E-E-A-T; Expertise, Experience, Authoritativeness and Trustworthiness.

And what? 

Once you’ve found your authentic voice, taken the time to sit down and create an original expert opinion or thought leadership piece of content,  you might be ready to pat yourself on the back, but not so fast Jan. You must have a clear call to action. Imagine your clients saying, “Ok great, now what?”  

Now you tell people exactly what you want them to do next. This is the lead gen part of the equation that too often gets left out. 

After reading your content do you want them to attend your upcoming webinar? Connect with you on LinkedIn? Download your “Guide to Keeping Houseplants Alive” in exchange for their email?  Book time with you for a free consultation?   Yes, yes and yes. You’ve dangled a lovely piece of content now you’ve hooked a potential client, you must keep the engagement going. 

Congrats, you just got a crash course in content marketing which can unlock the power of Search Engine Marketing (SEM), which you definitely need to do, and lucky for you, I’m an expert. Then we can deep dive into the fun stuff: Search TAM, Pillar Content, Keyword Research, and all of the juicy data that can drive results for your business. 

Need help getting started? Go to the top of this page and click the Let’s Connect button. Let me help you check content marketing off your “To-Do” list.