Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
With Valentine’s Day being this week, I thought I’d take this opportunity to ask you all what it is you love about your business. It must be something. Few people decide to defy the odds and strike out on their own for a business they don’t love. I would never have quit my day job if I didn’t want to spend every minute of every day writing.
So what does it for you? What gets you out of bed in the morning? With all the stress and hassle that comes with being a business owner, why do you do it?
You’re probably wondering what this has to do with content marketing. The answer is: a lot.
People are attracted to passion, and when you let that show through in your content marketing, they’ll be more likely to buy your products/services.
It Makes the Process Easier
What’s more, it’s easier to write about things you love. I never find it a strain to sit down and write these posts (then again, as I’ve said, I love writing). Instead, I’m fascinated by my industry and the things about it that keep changing. As a result, I tend to look forward to when I’ll have the time to sit down and write a quick blog post about the latest content marketing news.
Show Off Your Knowledge
Writing about what you love is also a great way to show off your expertise. When it’s evident you’re genuinely interested in what you’re writing about while your audience’s eyes are crossing over details they don’t quite understand (or care much about), they’ll be more likely to hire you. The threshold is different for everyone, but at some point they’ll usually go, “I don’t care. I’ll just hire you to take care of it for me.”
Don’t Overdo It
That’s not to say your marketing content should be full of jargon or overly technical. It should be accessible to the average reader, but you can hint at your depth of knowledge without telling your audience everything you know. For example, I can mention the fact that Facebook recently changed its algorithm again, which will have a profound impact on social media marketing on that platform. I don’t have to go into the details about the change or what small businesses should do about it. My readers can either look it up for themselves if they want to do their own research, or they can contact me for my consulting services.
Hiring a Content Marketer
This is all assuming you write your own marketing content. The rules here may or may not still apply if you decide to hire a content marketer. You probably won’t find one as passionate about your business as you are, but if you’re lucky, you’ll find one who cares enough (and/or is talented enough) to write content that makes an impression on the reader.
Personally, I tend to care deeply about most of my clients’ businesses, although that was not intentional. While I do get excited about some of the proposals I send out, others I don’t care much about and how much I care doesn’t seem to affect whether I hear back. In some cases, some industries that initially sounded boring have become deeply interesting to me after writing about them for a few months.
What do you love about your business? If you’ve hired a content marketer, have you managed to find one who cares about your business (almost) as much as you do?
Thanks for reading! If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. Still have questions about content marketing? Let’s chat.