How to Create Content You Know Your Prospects Want to Engage With
You know, as you sit here reading this, you should be out creating content right now. You’ve read all the books, you’ve listened to all the podcasts, and you’ve heard Gary Vaynerchuk in his videos, and now you’re ready.
The only problem is that you don’t know what to say.
Creating content can be very difficult; if you don’t know who you’re creating content for. I’m going to step you through a couple of simple things, and by the end of this, you’ll know exactly what post to put out, video to produce, or small business to interview in your local market.
Marketing is messaging, and knowing who to syndicate your message to is the most important place to start. You hear it all the time: “the riches are in the niches.” and it’s true. It’s so much easier to share a simple message with a smaller group of people than it is to try and say the same thing to dozens of different people who could care less.
The easiest way to identify your ideal clients is to first think back to maybe one of the best client experiences you’ve ever had. Who was the client that made you excited to be a Real Estate agent? Who was the client that left you begging for more of their friends?
Write down their name on a sheet of paper…
Fill in the answers to these series of topics:
Once you’ve filled out the answers to each of these things you can see that you now have what some call a “client avatar.” This is the profile of the person you’d most like to do business with.
Once you understand each of these things about your new prospect, you then understand exactly what type of content to provide these people.
It’s almost like you just created yourself a simple roadmap to producing the next best video or the coolest Instagram photos you know they’ll enjoy.
Once you know what “type” of content your new ideal clients would likely consumer and more importantly further engage with you’ll want to make then a list of the businesses, community leaders, schools, and more than you can begin to engage in creating this type of content.
I want you to remember that someone interested in buying or selling Real Estate is interested in their community. Simply put when creating content, you want to create “Content around Community.”
Check-in at local business and snap pictures of your food. Create an Instagram story of you picking up your dog from the groomers with the smiling employees taking good care of your dog. Interview a local business and help bring in more prospective customers for both of you.
If you’re motivated, create a “show” based around your local community. A simple social media based show with 5-10 minute videos helping someone get to know their city better will serve your business in more ways than you can imagine.
And, as a side benefit, you’ll become a local celebrity.
If you’re struggling to think of who you can talk to or what videos to create with others then here is a simple 52-week content guide you can use to fill in the gaps and map out what the next year looks like for you from a content standpoint.
Lastly, Facebook gives you a cool tool you can use to learn even more about your prospective clients and the type of content they are already engaging with in a big way. It’s a tool called Audience Insights.
You can access this tool by clicking here and once there plugging in the information you laid out above about your ideal client.
When you pull their profile up, you’ll begin to see everything they are already engaging within their newsfeeds. You can see if someone’s favorite local business is “Joe’s Coffee Shop” that interviewing “Joe” about his business should be on your top list of things to do this week.
Here are a few questions you can ask “Joe” about this business:
- Who are you and why do you do what you do?
- What type of valuable nugget can you provide our listeners as it might relate to their situation? (Try and get some valuable nugget for the listener -to apply in their own life – if possible)
- How long have you been a member of our community?
- What is your favorite way to ‘give back’ in our community?
- What do you feel sets you apart from other businesses like yours in our
- Who do you traditionally help in your business? (Try and get them to be specific)
- What kind of special can you offer to our amazing listeners so they can come to check your business out?
This is such a simple yet powerful way to discover exactly what your clients and or prospective clients want from you, content-wise, and how to give it to them. Creating “content” can seem like a big task when you don’t know what to do or even what to say but if you can use the simple tools available to you and go tell your story in a simple way others can engage with you can win big!
Now, go create some meaningful content and engage your prospects in a different way.