3 Things Your Content Should Not Have
One of my main goals in business is to teach people to create sticky content. Sticky content is useful information that is applied or remembered for future implementation. It is content that makes someone a raving fan of your brand. It’s content that interrupts a thought process and provokes action. As a lover of strategy, I take pride in finding new ways to present much needed information to my intended audience, on their level. The most important thing people often miss, but must identify, are the groups of people present in their audience. Before we discuss what you shouldn’t have in your content, let’s discuss the foundation of what your content strategy should be.
Most people have an ideal client or an avatar that they create content for. This is the correct thought-process, but many don’t think in-depth when it comes to providing value for this person. They don’t think about dividing their ideal client or avatar into sub-categories because they focus is on providing for one single person. The strategy of providing value to your ideal client is not wrong, it’s just incomplete. In other words, you may have an ideal buyer in mind, but this person comes with different levels. You will not meet the same client over and over again. Each client will be at a different stage in business.
Narrowing your ideal client into different levels is the most important piece of your content creation strategy. To further simplify this tip, let’s consider the example below:
You may work with one client who owns two businesses. You may also work with a client who is getting ready to launch their new business. Another client may be a former business owner but want to change niches. All of these people can fall into the 25-35 millennial woman who still has a 9 to 5 job category. They can all have goals of leaving their job. They can all be single mothers as well.
Understand that they are all at a different stage of life but they fall into the generic demographic that you may have described for your brand. Even if you have a deeper understanding of your ideal buyer and know what challenges them and who encourages them to buy, you’ll always have sub-categories or levels to your avatar. Knowing all of these factors are important, but a gap in communication could still exist in your content if you don’t divide your audience into groups.
If you want to learn more about dividing content into groups or to build a sticky content strategy using content groups, enroll in my content creation course, Content Overdose. It will teach you exactly how to narrow your ideal clients into groups to attract and convert them into loyal paying customers.
Now that we have identified what your content strategy should look like, we need to identify what your content should not have when you create it. All of these actions could be driving potential business opportunities away:
Too many industry terms
Many people use industry terms that only peers and other industry professionals would know in their content. Some times these terms don’t resonate with anyone who is new to the industry. It’s like speaking another language to them. There have been many times I didn’t understand a piece of content because the terminology was over my head. I assumed the content was not for me and I moved on. It’s safe to say that many people react the same way when terms they aren’t familiar with are too complex.
In the past, I’ve had a friend who texted me to ask me what I was talking about on an Instagram post. I used an acronym that I assumed everyone knew. This text message proved me wrong. I explained it to her and immediately corrected my terminology going forward. It’s an easy mistake to make, but a costly one.
Find simpler terms that your audience speaks and knows well. Use those terms to explain or help your audience with their goals. It’s okay to use industry terms, but you have to make sure you give detailed information along with it. The detailed information needs to be practical and easy to get started and/or apply.
One dimensional content
One dimensional content is like the same boring song or commercial. It’s predictable. It’s a one way highway. Your content should elevate as you grow. Aim to create multidimensional content. This means content that is received by all members in your audience. Your content should teach, inform, and educate members who aren’t familiar with your brand, those who are fans and love your brand, and those who admire your brand as a peer.
At no point should your audience know your next moves or get bored with what you are teaching. Create bite-sized content pieces to help your audience learn on a journey (Tweet that!). Classify or categorize your content to help them identify and relate to the stage they are on. This will help you attract clients at all stages in business.
Lack of diversity
Diversity in content is an amazing marketing strategy. This is not the same as creating multidimensional content; similar, but not the same. Remember, multidimensional content teaches at different levels. It does contain diversity, but diversity also lies within the format of your content. Make sure your formats change over time.
For example, create content with the lifestyles of your audience in mind. Think:
Are they busy and move around all the time?
Are they homebodies and love to read?
Are they college students?
Are they single moms and don’t have much time?
The lifestyle of your audience should determine the format of your content. If they are busy, consider audio or written so they can save and come back to it later. If they love to read, definitely tackle written formats of content. If they are single moms and don’t have much time on their hands, audio or a quick video would be best. You can definitely produce all three content formats, but make sure you have the best interest of your target audience in mind.
I’ve realized that creating content is not always easy for online business owners. It takes time to recognize the perfect ideal client (especially since they’re forever evolving) and even more time to understand what the majority need on their level. If content creation is a challenge for you, hop in my content creation course. After the course you will divide your ideal client into proper groups, diversify the content you’ll create for them, and produce sticky content on a consistent basis! Enroll here.