There's a lot of content out there. As business owners, we're regularly told we need to create more content to remain visible. So, what do we do? We post. A lot!
But if we're creating content to grow our businesses, visibility alone isn't the goal. We want strategic content that helps move the right people toward becoming clients. Now, this doesn't mean every post should: Sell, Sell, Sell! In fact, it's my personal belief that overselling can make it harder to build trust and meaningful partnerships.
Strategic content gives people a reason to pay attention, understand what you do, why it matters, and builds enough trust so that when they need what you offer, they already know who to call.
After more than 25 years in marketing communications, I've learned that effective content generally accomplishes three things: it teaches, it connects, and it invites.
Teach Something Worth Knowing
As a business leader, you have expertise. This expertise you've gathered over years working in your industry or that you've share with your customers by answering their questions; it's content. And you probably have far more of it than you realize.
I've built one of my services around this very idea. Words Worth Sharing begins with a 30-minute discovery conversation where I uncover a leader's expertise and experiences and shape those ideas into thought-leadership content designed to build credibility and position the person as a trusted voice in their industry.
Teaching creates trust by showing what you know before asking someone to pay for it.
Connect Before You Convert
We're living in the information age, and people are starving for human-centered connection. What intrigues people is not a super polished presentation but the person and purpose behind the business. And that's where storytelling becomes invaluable.
Here, you can explain why you started, what drives your passion, and what's shaped how you operate. These types of stories give your expertise context.
That's what I've done with Authentic Impressions. I share my story about how my military upbringing and lifelong love of reading have shaped how I listen, discern, and serve my clients well. This helps explain my approach and share who I am as a person.
You have a story, and it matters, too.
Give People Somewhere to Go
Don't forget this part! You've shared what you know and helped your audience understand who you are. Now, if you've kept their attention to this point – Give them somewhere to go.
This doesn't have to be an exclamatory "Buy Now!” It can be an invitation to book a consultation, sign-up for a newsletter, or visit your website. A call to action can simply help someone who is already interested understand what to do with that interest.
🤎 That's your balance: Teach something worth knowing. Connect like a real person. Invite people to take the next step. 🤎
Ready to Make Your Words Work Harder?
I've recently revamped my Authentic Impressions services to make it easier to find the right level of writing and communication support for wherever you are right now. You don't have to figure this out on your own. You don't have to make extra time. And you don't have to spend thousands of dollars to make an impact.
I invite you to explore my writing and communication services and find the support that fits where your brand is going next.
