In the fast-paced world of entrepreneurship, time is a precious commodity. Small business owners wear many hats, from managing operations and finances to handling customer/client inquiries and marketing. One aspect that often consumes much of our time is content creation.
One of my clients, who has been in business for over 30 years, called in a panic. She has been scrolling through the social feeds and feeling the sense of “I’m not doing enough,” “I have no time,” and “I do not know how.” After our conversation, we were able to break down the need to be in the “content-creating mode constantly” and created a plan. The need for fresh and engaging content can often feel like an impossible challenge and creates fear to the point where we won’t budge. However, the secret to consistently producing captivating content may be closer than you think—just as with my client I mentioned above, it’s right within your existing assets. As a small business owner, you can efficiently leverage what you already have to create compelling content that resonates with your audience and positions your business for growth. Read through the seven tips below, catch your breath, and feel the pressure releasing from your mind.
1. Repurpose Old Content: Unearth Your Archives. Your business might already have a treasure trove of old blog posts, reports, or presentations that can be repurposed into fresh content. Update statistics, add new insights, and repackage the information into engaging formats such as infographics, podcasts, short-form videos, or audiograms. By breathing new life into your archives, you save time and capitalize on your past efforts.
2. Customer/Client Stories: Customer testimonials and reviews are valuable assets. Instead of letting them digitally sit there, transform them into engaging stories. Highlight customer success stories, challenges overcome, or innovative ways your product or service was used. These stories provide social proof and offer relatable content that resonates with potential customers/clients.
3. Employee Spotlights: Your employees are often your greatest advocates and sources of engaging content. Feature employee spotlights or interviews on your blog or social media. Highlight their roles, experiences, and how they contribute to your company’s mission. Showcasing your team’s expertise shows the audience your business relates to them.
4. Offer a Glimpse into Your Operations: Peek behind the curtain and show your audience what happens behind the scenes. Whether it’s a day in the life of an employee, the process of creating your product, or something special you do (I have a client who prays over every package she ships out) or a virtual tour of your workspace. These insights create a deeper connection with your audience and offer unique content opportunities.
5. Share Expertise and Analysis: As I mentioned in my last newsletter- you have a deep understanding of your industry, products, and services. Your industry expertise is a valuable resource. Create content that offers insights, tips, and analysis related to your field. You’re positioning yourself as an industry thought leader who can attract a dedicated following of your ideal customers/clients.
6. Harness the Power of Your Community: Encourage your customers/clients and followers to generate content for you. User-generated content, such as testimonials, reviews, or social media shout-outs, serves as authentic endorsements and provides content to be shared with your audience. You just have to ask. Many would be happy to help out.
7. Showcase Real-World Successes: Compile case studies highlighting how your product or service solved a real-world problem for a customer/client. Share these stories on your website, newsletters, or social media. Case studies provide solid examples of the value you provide.
As a small business owner, you possess a wealth of untapped content within your existing resources. By thinking creatively and repurposing what you already have, you can create a continuous stream of engaging content that saves time and effort, strengthens your brand’s identity, and engages your audience effectively. Grab a piece of paper, jot down some areas where you need help, and hire a virtual assistant. The perk is they will handle your list, and you get to focus on other business needs. Start mining the gold within your business today and watch your content strategy shine.
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