How to create great content is one of the most common questions we receive here at Cardone Advertising. Whether it be video content, blogs, or articles, companies want to know how to connect with their audience.
So, with that said, the focus of today’s article is going to be how we create content at Grant Cardone’s office. I’m going to share with you a 4-step formula that we use in-house to make sure the content we’re creating appeals to our audience and we’ll end it off with some examples of creating content we might use to promote different products so you can see the formula in action.
But first, why is content important?
When you post your content anywhere on the web, whether that’s social media or even just your website, you’re giving your audience another place that they can find you.
If the content you’re creating adds real value to your potential customers, then it must be something that solves a problem. And if it’s solving a problem, there’s a good chance it’s something they’d search for at some point or at least something that would catch their attention when they see it online.
Think of it like you’re fishing. You cast the lure, you leave it out there, and if it’s appealing you’re going to start getting bites. Don’t expect to get bites the moment you cast the line and put the lure out there. The longer you leave it out there and the more appealing it is, then the more attention it’s going to get you in the long run.
But this brings us to another key point, putting out a lot of content isn’t necessarily going to get you a lot of attention up front. While each piece of content is like another line out in the water, it doesn’t mean you’re going to get any bites immediately or any faster just because you’re flooding the pond with your lure.
Content, when done right, also builds trust for your brand. When you’ve genuinely helped someone out with information you offered free of charge, it builds goodwill. Enough goodwill in your brand is exactly what you’re looking to build your audience with.
Never forget that even in the B2B space, business don’t buy products. People buy products. And just like the door to door salesmen in the past made sales because of their relationship building skills, you’re going to have to do the same thing but in a new environment.
The difference is you have a huge advantage! Your content never goes away. You can start creating content on a regular basis and years from now you’ll still have people find you from articles or videos that you may not even remember that you made.
So now that we have identified WHY content is important, let’s move on the first step of our formula.
Step #1 – Identify Your Audience
Before creating content, the most vital step is to identify the correct audience.
The correct audience is the audience that is most likely to do business with you.
Example: Let’s say you are an agricultural store that sells farm tools. The first thing you must do is sit down and identify who would buy your product. You would do this by creating a list of answers to questions that will quickly help you identify the “target client”. For example:
- Annual Income?
- Websites they frequent?
- Books they read?
Once these questions have been answered, you should be able to identify your correct audience. Once that audience is identified, you now know who it is you’re trying to reach. Whatever content you make needs to appeal to this individual.
Now, going back to the example, let’s say you are an Agricultural store and you answered the questions above and your target audience was a middle aged man whose occupation happens to be farming. Now you know the type of content you should be producing. So now moving forward you would always create content with farmers in mind. That’s not to say that farmers would be your only audience, maybe you might add in gardeners or people who have an interest in farming but farmers would always be the main audience you target with your content. After you have identified your audience, the next step would be to research that audience.
Researching the audience
When researching your audience you must identify what would attract this particular audience. As our example mentioned earlier if you were an agricultural store and you sold farm tools, after answering the client profile questions you now have identified that your main audience would be farmers. Your next task would be to research that audience to figure out what they are interested in. The next layer of the client profile would be to identify what your audience values.
- What are your customer’s goals?
- What does your customer value?
- What books do they read?
- What type of websites do they enjoy?
- What influencers or gurus do they follow?
These questions listed above will help you identify specifically what your customer would be interested in based on the previous data that they have shown interest in before.
Return on Investment if you have the wrong audience
No matter how valuable your content is, you will have little to no return on investment if you are marketing to the wrong audience. Many companies fail at this step, and it causes frustration and discouragement from wanting to post content at all because they’re not getting their intended result. The truth is, you can’t get the intended result when you’re not doing the right things to get what you want.
Earlier we discussed comparing content to fishing. There are certain fish that are attracted to certain lure. Most fishermen understand that you would not use the same lure for saltwater fish that you would use for freshwater fish. You probably would be very unsuccessful in catching the fish, not because your lure is not good, the lure is just not appealing for that type of fish. This is what happens when you post content to the wrong audience consistently. The audience is just not interested in your content no matter how valuable it is because it does not apply to them.
With that being said always create a client profile to prevent “ guessing” about who your correct audience is. This will save time and revenue. When you know what they’re interested in you can always refer back to that for content ideas.
On the other hand when your content is effective and placed correctly not only will your content attract the correct audience, but the audience will identify you as a trusted source and that in return translates into business for you. When people get to know you, they can eventually trust you. People that trust you are likely to do business with you.
Step #2 – Identify Problems
The next step after identifying the audience is to identify the problem that your audience is experiencing. On your client profile, you need to identify two questions.
- What are the challenges for this person?
- What are the pain points because of those challenges?
Once the client profile is complete you must identify what type of challenges your customers face on daily basis.
Let’s go back to our example of the farmer. What type of challenges would a farmer face?
- Maybe the farmer faces the challenge of technology. Rural farming communities are expected to make an effort to integrate modern technology into an industry that has been around for centuries. Understanding how to do this in their business could be a large hurdle.
- There could be environmental concern.
- A surplus of supply compared to demand could cut down a farmers’ profits.
Once the challenges have been identified, now you must address the 2nd question which is what are the pain points because if these challenges?
When you think of pain points, think about what it costs or how it makes your prospect feel to have to deal with the problem.
A problem for a farmer could be he does not have the right technology and tools to stay current with the current farming climate. The pain point is that his business isn’t as profitable and he has less money to feed his family. We could even go a level further and say his pain point is a lack of financial security because of the problem.
Step #3 – Convey the Impact of the Problem
Impact of the Problem
In the previous step above, we identified the challenges and pain points of the client. Now in step 3 we must convey to the client the impact that the problem is having on their productivity or revenue.
One of the challenges we listed above with the farmer is that he may not have the latest technology or tools being used in his industry. How is this problem detrimental to his business? Without the proper technology, his effectiveness and time in planting crops could be drastically slowed down. If he is unable to produce the amount of crops that needs for the season then that would in turn effect his revenue. If this cycle continues then eventually he would not be able to continue and would lose his business.
This is how detailed the impact of the problem needs to be conveyed in order to help them see how drastic of an issue they have.
Step #4 – Advice
Now that you have gotten the audience to understand the impact of their pain, the final step is to give them advice to solve their problems.
The advice given should be based off the information you have collected from the client profile.
The advice should provide value to the client. The advice should also offer a solution for their challenge and pain point.
A great example of content to provide for the farmer would be “7 Tips to Irrigate Your Land and Crops on a Budget?” or “ Which Farming Tools to Upgrade First for the Biggest Return on Your Investment.”
In our client profile we already identified that technology and cost could were a challenge so now this gives you the opportunity to provide content that is valuable.
Advice versus offering services
Advice is not to be confused with offering your services. One of the biggest mistakes you can make once you have conveyed the problem to your audience is to offer your service instead of advice. They ARE NOT THE SAME.
At this point, you have put in too much work in crafting your content to totally turn your audience off by offering a sales pitch instead of advice. Your audience will instantaneously put up barriers to a pitch, commercial, or ad where they can tell it’s trying to sell them something. The goal is to put content in front of them where you don’t ask for anything from the audience and you only give them valuable information that will help them. This is the way to establish trust.
In summary, the above 4-step process should serve as a guide to post effective content to your audience.
Remember, your first step should be to Identify the Audience to make sure you are connecting to the right audience. Once the audience is identified the next step is to identify the common problems that the audience is facing. After the problem is identified, we need to convey the impact of the problem to the audience. This explains to them how the problem is impacting their revenue. Lastly, you want to provide valuable advice and a solution to their problem without offering any services.
To learn more about developing content and creating lead generation for your business
download our free guide here: https://10x.grantcardone.com/download