Providing Value as a Content Strategy
Three tips for a value-driven content strategy: position yourself as a resource and craft valuable content for organic growth and community building.
Are you providing value or just promoting your brand? Why not do both?
If you’re creating social media content, starting a blog, or launching a product or service, your focus should be on how you will provide value to your customer.
Position yourself as a valuable resource in your industry by providing information such as tips, tools, tricks, hacks, or how-to guides to your niche customer.
1 - Outline Your Customer Avatar
Get clear about your customer avatar by answering these questions:
What are their needs and goals?
What are they looking for and how are they finding it?
How can you help them?
Fill out a customer avatar in Canva, templates available here
2 - Think of Yourself or Your Brand as a Resource
This part can be difficult for a lot of us, especially those with imposter syndrome or self-doubt.
Remember: you are good enough, and you have enough experience.
The quote below is always a good motivator and reminder to stop overthinking, doubting, or delaying and take action.
Being resourceful and valuable to your community is key in organic growth.
Shift the emphasis from promoting your product to focusing on your avatar and how they can benefit from your products or skills.
Consider this: every day, you are performing, executing, sharing, consulting, or creating with your customers, providing them with some sort of resource(s). Package some of these daily activities into content.
Whether you're a designer, real estate agent, or consultant, you are using big and small skills that can be translated into valuable resources.
3 - Create Content That Adds Value
Here are some ideas for key messages or tips from your daily work that can be translated into valuable content:
Travel company - tips on traveling efficiently in Europe, insights on road trip destinations in NE USA, list of things to do in Tokyo, etc.
Artist - how to create fine lines in ProCreate, how to start a drawing using charcoal, tips on perfecting oil painting.
Photographer/videographer - share your favorite camera settings, tips on editing photos, ways to book consistent gigs.
Fashion brand/boutique - provide styling tips for certain pieces or occasions, give examples of how to pair clothing like fabrics, colors, prints etc.
Real-estate agent - outline pros and cons of a condo vs house, tips on picking the best neighborhoods, share tax benefits, rate changes or updated stats for renting/ buying.
So, next time you’re ready to hit send, ask yourself, “Is this delivering value to your customer avatar’s feed or inbox?”
If so, proofread it, add your branding, and hit send!