Short instructional video by Jeff Harrison (Local Marketing Insight) that explains step three of a content-marketing process: after identifying an ideal client and their pains, create or curate solution-focused content (blogs, short videos, audio) that addresses those pains. Uses a golf-pro example (etiquette vignettes, posture articles) and emphasizes curating existing internet content as a time-saving strategy.
Chapters
Welcome back to Local Market Insight, where we provide solutions for you, whether it's technical or not, from the Internet that can help you run your business more effectively. My name is Jeff Harrison, is sponsored by Swingpoint Media, and we are a full service company content marketing company here in the Coachella Valley. So let's talk about this. We've talked about two things so far. One is knowing and creating your ideal client. Okay? Knowing exactly who you're looking for, what they do, how much money they make, those type of things. The next one is, we said, those ideal clients, what are their pains and struggles that they deal with? What is stopping them from buying the product, or more importantly, what is inspiring them to buy your product or service? The third one is we want to now start creating and sharing solutions for those problems. So let's give you an example. In the last one, we said, hey, if I were a golf professional, and I have clients, if you will, that are fairly new golfers, and maybe they don't know anything about golf from a standpoint of what are the rules of golf, are there? Etiquette, how to play faster, those type of things, well, then maybe what I would do is I would create something we call edit etiquette moments and maybe these short little videos. And each one would be a short little vignette about, hey, when someone is putting as an example, where do you stand? Like, you don't stand too close to them. You keep your shadow out of the way. You don't stand in a certain place. So when they're looking at the hole, they see you. And if they look back, they don't see you out of their peripheral vision. That could be an etiquette moment. Put that together and that could be auditory. It could be written, it could be a video, it could be a combination of video and written, and it could be a blog post, which, if you do that, it only makes your website better. When Google says, hey, you know what, I'm delivering up a search result. When somebody said, hey, how do I play faster? And all of a sudden your blog post shows up again to your ideal client. So as you're doing this, you start creating content that would serve up solutions to the problems your ideal client has. Now, before you say, geez, Jeff, I'm running a business, I barely have time to take a lunch break, much less now, start creating content. Well, here's the coolest part. There is so much content on the Internet right now. If you don't want to do that, there's a term called curating, and you Curate content. In other words, let's say you got up in the morning, you said, hey, okay, I know exactly what I'm looking for. I'm looking for solutions for X. And you get online and you say, okay, here are some solutions. Well, then what you do is you make that a blog post. You make that something that you're going to share with your email audience. That said, hey, I was looking. And again, let's talk about golf. And let's say, hey, I was reading this article about, let's say when your posture changes, these are the three common things that will happen. And I thought this was a great idea, especially the one if you change your posture, you could physically miss the golf ball. So this would really be a good idea on how to learn to stop whiffing the ball. Wow. Didn't we say before that was one of the pains and struggles about completely missing the ball? So you would offer that up, Right? And here's the coolest thing about it. When you use curated content is you're not beating your chest in, hey, it's all about me. I'm the best, I'm the greatest. But at the same time, they're going to continue to come back to you because you're providing solutions for them. So this is what I want you to do. I want you to again, go back to that list you should have done in that last video and said, okay, here's 10 or 15 challenges or struggles or pain points for my ideal client. Now, what articles do you have? Or what articles or video or audio could you create that solve those problems? And if you don't already have it made, go onto the Internet and simply type that in. And you'll probably get video, you'll get somebody's written blog. There's probably a podcast on itunes that probably deals with this, and you can just simply share that with your ideal audience. So that's the third step. So up to now, we really haven't had to do anything too crazy. We just had to identify who our target market is. Our ideal client, we've had to decide, hey, what are they struggling with? What's their pain? And now we're saying we. Well, now we know that. What do we do? Let's serve them up an answer, right? Because it's just like, if you go to the doctor, who do you want to see? The front person checking you in, or do you want to see the doctor and why? Because they have the answer. All right, so until next time, I'm Jeff Harrison with local Marketing Insight. I want to thank you for joining us. This is produced by Swing Point Media, where we help you do exactly what we're talking about right here. Thanks for joining us. See you next time on the local marketing ins.
