Does this sound like you?
- You produce a podcast every week. You aim for the same day every week, but that doesn’t always happen.
- You post on social media multiple times a day.
- You’re planning a product launch – or three – in 2018.
- You have a blog on your site and you don’t know what to do with it. Either you’ve been posting your podcast transcript every week; you haven’t blogged in six months; or you blog every week religiously and it has zero impact on your sales.
You feel like you’re a rat on a wheel, between trying to serve your existing clients, market your next product launch, and keep up with all the free content you feel pressured to produce. Plus you’re not sure that the free content is having the results you want, but you’re so busy you can’t assess its impact, so you just keep running.
You’re not getting the results you want with the content you producing, so you slowly let some of that content slow to a trickle and stop, without a conscious plan for doing so.
You need a content strategy for your coaching business.
Okay, I know that the term “content strategy” sounds fancy. Stay with me!
A content strategy doesn’t have to require a marketing team. It just has to work for your business.
So let’s take a step back. Why do you create free content, anyway?
Brooke Castillo, master life coach instructor, teaches that the best marketing is giving people results ahead of time – before they ever pay you.
All of your free content should aim to give people results. All of your free content should serve one of two purposes – to build your brand (show people who you are) or to market your business (show people you can help them – by helping them).
Adding tactics – starting a podcast, adding a social media channel – isn’t going to give you the results you want in your business unless you have a strategy to deploy each tactic effectively and align it with what you’re already doing and with your business goals for the quarter and the year.
A cohesive content strategy will enable you to:
- Align your content creation with your business goals. You want your free content to align with your products and programs. You don’t want to spend a ton of time creating podcasts and blog posts and Facebook Lives in isolation from each other. What if, instead, all of your content worked together to drive people to sign up for your email list, receive free content that they value, and move them along a seamless customer journey that led them to sign up for the perfect product or service?
- See the big picture of what you’re creating in your business. If you know that you’re launching a new program or product in Q2, you want to align your free content to the launch. You don’t want the launch to sneak up on you. You want to lay the groundwork through Q1 and Q2 to ensure that you’re priming your audience – so that they can’t wait to buy from you!
- Understand what your audience responds to. When your content is consistent, you can look at analytics and draw conclusions. If you’re haphazard and you do a couple of Facebook Lives and a few podcasts and you sometimes throw a blog post in there, it’ll be hard to tell what’s getting results. If your editorial calendar specifies that you do a weekly Facebook Live on Tuesday; you drop a podcast every Thursday; and you do an email to your list every Friday, you’ll be able to see how each activity is impacting site traffic, audience engagement, and sales.
- Take a step back from the day-to-day and plan ahead. A content strategy (coupled with one of my favorite strategic tools, the editorial calendar) will prevent you from that panic-stricken moment where you sit down to write a blog post in the 30 minutes before your next client call and you realize you have absolutely nothing to write about. An editorial calendar ensures that you separate planning from creation, which means you’ll always have ideas lined up.
Convinced that you need a content strategy? Subscribe to my list below so you can get my next post, How to Create a Content Strategy for Your Coaching Business.
Want a free 30-minute consultation on developing your content strategy? Sign up below – no obligation.
March 16, 2018