Every piece of content, should serve a purpose and align to your overall strategic direction.
Why? This will ensure you attract your ideal audience, deliver them value and make your content production more efficient and meaningful to your business objectives.
Here are our 5 key purpose categories that support a great content marketing strategy.
1. ENGAGE for conversation
Talk specifically to your ideal customer and instigate a response from them. Conversation marketing is one of the most fruitful ways to convert followers into fans and browsers into buyers. To create a conversation, share a poll, ask a question, run a competition or show a comparison.
Comments are also great for social media and website SEO algorithms, so ensure you reply to every comment to start that conversation. You don't want them talking to no one.
2. EDUCATE for credibility
Teach your trade. This is one of the most powerful ways to attract people who need your services and deliver value that helps to build trust fast. You will also be seen as a leader in your industry and build your credibility and digital authority. Share tips, tricks and tools that you use regularly in your craft to deliver genuine value. You can also share some great results and how you achieved them.
Evergreen content is also extremely valuable for websites and SEO rankings.
If you create content that your audience will share and save this is great for the social media algorithm - even more powerful than likes and comments. This should be a key focus for your social content.
3. EMPOWER for coaching
Inspire your audience and help put the power in their hands. You can do this with motivational quotes, showcasing successful case studies, show before/afters, show obstacles you have overcome, tell your story and help them have belief in themselves.
Mindset is a major factor for small business owners, entrepreneurs and any business so being a mentor and positive source of content will attract other like-minded people to join your tribe.
Empowering others is great for your ability to build a strong brand. If you make other feel good, confident, happy they will be more attracted to you and the brand you are building.
4. ENTERTAIN for connection
Let people get to know you and show your personality. Share behind-the-scenes, bloopers, emotive content and humour that resonates with your target audience. This purpose is really good for building connection when you show your authentic self.
For most people, this will put you out of your comfort zone, but that is where you grow my friends! The Entertain purpose pillar is about triggering an emotional response, so it could be to make them laugh or cry, but ultimately develop a connection.
5. ENABLE A SALE for conversion
You are building an audience and following, but don't forget to ask for the sale. Share a specific offer, showcase a product and give your audience the opportunity to become a customer. The key here is to limit this to no more than 20% of your content. You want to stick to the 80/20 rule of 80% value and 20% sales opportunity.
When your audience is engaging in your content, you have created a warm lead that is starting to know, like and trust you. If the timing and offer is right for them, then they will buy from you when presented with the right offer.
"Being very clear on the purpose of your content will help immensely with your content plan and reaching your strategic goals."
Shelley Tilbrook - Fruitful Group Founder.
At Fruitful Group, our mission to to engage, educate and empower entrepreneurs and business owners to help them scale their business through branding, marketing, digital and storytelling.
We are here to help your business grow.