Celebrity Branding Online: Bring in New Business by Creating Content That Your Customers Love
You’ve heard me talk about "content marketing" before. In case you’re a bit rusty on your terminology, content marketing is the process of creating relevant content and using it to attract and engage your audience. So rather than saying "here is my website, here are my products, buy them", content marketing creates content (such as blogs, articles, or videos) that is relevant and valuable to your audience, and uses it to engage them.
Ultimately, content marketing has the same goal of every other form of marketing—to generate new business. But rather than "pushing" your products or services, you’re sparking the interest of your audience, educating them, and encouraging them to purchase from you when they are ready to make a purchase.
While the concept of content marketing isn’t new, the emergence of the internet and social media have provided a perfect environment for it. Whether it’s writing blogs and articles or posting photos on Facebook, there are a variety of channels available that allow you to connect with your audience and send them content that offers them valuable information while simultaneously reinforcing your CelebrityExpert® status.
Today, we’re going to dive a bit deeper into this process, first talking about what type of content to create, and then exploring the various channels you can use to reach your audience. Let’s jump in!
Remember, the goal is to create content that has value to your audience. You want to give them a reason to keep reading (or watching, or listening)! There are many ways to do this—below are a few ideas:
Offer Tips. As a CelebrityExpert®, you’re in a unique position to provide helpful information to your audience. As an accountant, you could provide a "top five" list of tax preparation mistakes to avoid. If you’re a dentist, you could provide a tip each week for a brighter smile. The possibilities are endless—just remember to provide value to your audience!
Report Breaking News. Passing on breaking industry news that is relevant to your audience has two immediate benefits. First, it’s helpful information for your audience. And second, it reinforces your position as an industry expert. As a retirement advisor, for instance, your audience would certainly be interested in news relating to changing tax law.
Tell Stories. One of the best ways to engage your audience, educate them about your products or services, and demonstrate your expertise at the same time is by telling stories. Whether it’s a cautionary tale of an individual who didn’t follow your advice or a personal success story, stories are an effective means of getting your point across in an engaging way.
Using Pictures & Videos. You’ve heard that a picture is worth a thousand words—and so is a video! Pictures or video of your team in action, your products, or yourself can be very effective when they’re done right.
Distributing Your Content
Now that you’ve got an idea of how to create engaging content, let’s talk about where you can use it. Below are several great starting points:
Facebook. Facebook is the king of social media networks, at least for the moment. It’s a great place to engage with your market, particularly if you sell to consumers. Post links to your blogs and articles, your website, photos and videos, and more. Facebook is also a great place to share weekly tips for your audience.
Twitter. While not quite as mainstream as Facebook, Twitter is still a tremendous platform to leverage. You can most much of the same content as you would on Facebook—but remember to make it short and sweet!
LinkedIn. While LinkedIn functions much like Facebook in many ways, the audience is different. It’s professional, which means that if you’re selling to other businesses, LinkedIn can be a goldmine. You’ll want to adopt a more formal tone than you’d use on Facebook and Twitter—but the content you share, such as your blogs and articles, doesn’t have to change.
YouTube. If you’re creating video, you’ll want to share it on YouTube. The platform also gives you the opportunity to create your own branded "channel", allowing you to build your brand and drive traffic to your website. A quick word about video marketing—take the time to do it right. In today’s era of affordable video equipment, there’s no excuse for posting low-quality footage! You want everything that you create to build your CelebrityExpert® credibility, and that includes your videos.
Pinterest. Pinterest is MY favorite social networking site, as many of you know. (Shoes, home décor, fashion… what’s not to love J?) And while it’s not right for every business, if you sell products or services that have "lifestyle" appeal, Pinterest can be a great fit.
Blogs & Articles. Writing blogs and articles is an effective way to build your credibility and your visibility. There are many approaches you can take—everything from sharing stories to providing helpful tips to highlighting industry developments. And once you’ve created these blogs and articles, you can use your social media platforms to create further exposure.
Now that we’ve covered how to create engaging content and where to distribute it, I’d like to close with a couple of reminders.
First, remember that the key to engaging your audience is to provide value. If the content you’re creating isn’t interesting or helpful for your target market, they’re not going to read it and they’re definitely not going to share it with their friends and family.
Second, remember that everything you create and distribute impacts your brand. In order to maximize your CelebrtiyExpert® status, make sure to stay focused on your target market and the brand you’re working to build. It’s easy to lose your focus in the busy world of social media, so make a constant effort to stay on track.
And finally—have fun! Growing your business may be hard work, but there’s no reason you can’t enjoy the process. And when it comes to creating content, you’ll find that having fun and being yourself is the most effective way to engaging your audience.
As always, please let me know if there’s anything I can do to help YOU establish your CelebrityExpert® brand!