Thinking through these 4 simple steps will put you in a position to create content that can make a real impact on your business.
Thanks to the bloggers at Helium for the brilliant graphic.
1.) PURPOSE – Write down why your business exists
An internal point-of-view about your advisory business and how it relates to the world. It will guide your content. This shouldn’t be limited to your views on money. It’s everything.
Question: Why do you exist?
Pro Tip: Beliefs + Values = Purpose
Exercise: Fill in the blank with 10 words or less. Make it personal, not generic.
We exist to_________________________________________________.
(Source: The Ad Club Blog)
2.) PERSONALITY – Describe your business’ personality
This is also about the larger entity, not a specific piece of content. It will determine your voice/tone.
Question: What makes you interesting?
Pro Tip: Personality is Interesting –> Interest leads to Caring –> Care leads to Conversion
Exercise: Answer these three questions, each in 25 words or less:
1. How do you change your clients, prospects or partners’ life?
2. What do you stand for?
3. Who or what do you hate?
(Source: AVC Blog)
3.) CONTENT – List interesting topics that align with the steps above
This should be all about the prospects, clients and partners that will be receiving your content.
Question: How do you help your audience accomplish their goals?
Pro Tip: Necessary Content = Appropriate + Useful + Focused + Clear + Concise
Exercise: Complete this checklist for each piece of content you create:
Does this piece cognitively engage (educate, inspire or pose a question) the reader?YES | NO
Which emotion(s) does this piece target? (Circle one or two)Joy | Sadness | Trust | Disgust | Fear | Anger | Surprise | Anticipation
Does this piece encourage doing something specific, does it contain a call to action?YES | NO
(Source: A List Apart)
4.) PLAN – Create a simple plan for each piece of content
The tactical execution for each piece of content.
Title: Is my title eye-catching, memorable or provocative in some way?YES | NO
SEO: Am I optimizing this piece for search engines without being a dick about it?Metadata | Title | Body | Links | URL | Photo
Links: Does my content contain all appropriate links?Sources | Resources | References | Photos | Same-Site Content
Visuals: Does my content contain at least one photo, video, graphic, audio or other piece of media?YES | NO
Conversation: Does my content allow for commenting, sharing and subscribing, if possible?YES | NO
Sound like a lot of work? Yep, it is. We said simple, not easy. But, 1 GREAT post per month that matters is better than a bunch of content that doesn’t.
Pro Tip: The stuff that you subscribe to and then post sucks. STOP PAYING NOW & DROP IT. It has nothing to do with you, which is why it doesn’t work.
Your alternative is to either:
- Find the time to do a little bit of writing well or
- Read our upcoming article about ways to create financial content that matters without writing it yourself.
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