Last week I came across a post by the communication giant that is Chris Brogan.
But I don’t want you to go and read that just yet, instead, here’s what I took away from the post and here’s how you can use it in your content marketing to get the attention you deserve from your customers and your community:
To me, competition is to remember to stay focused on my community and my buyers (not always the same people, by the way). My competition is with doing the research that doesn’t get attention or praise, and then making that research into something that is worth time and sometimes money to my audience.
Of course, but so is training for a marathon, eating vegetables when you want a 5 course Chinese banquet every night (I could put that away… test me, I dare you), or spending hours writing, tweaking and polishing your sales page.
And afterwards, you get your hot moments. Your little tastes of fame:
Finishing the marathon, having more energy and looking veg-diet gorgeous or selling enough eBooks in one day to pay your rent for the month.
Now lean in and listen carefully…
…when it comes to the kind of content that pulls people in, builds trust and has people salivating over your offers (not recommended for food stall owners), this advice is invaluable.
And it’s a heck of a lot easier than marathon training or swapping chow mein for carrots.
A few hours of un-sexy content research can create. . .
A lifetime of hot moments for your business.
Let me give you an example.
The Copywriting Phrasebook took me about a month here and there to search for the kinds of words and phrases (all 501 of them) that could help people write more compelling copy.
It wasn’t like writing the sales page eBook, it didn’t have the flow and the momentum of telling a story. It was simply a case of chipping away bit by bit and adding and categorising a new word or phrase here and there.
Simple and Un-sexy.
But I knew it would be a super shortcut for my readers to have, and was something they couldn’t get from any other book on copywriting. It’s simple, very popular and still sells regularly almost a year after I released it.
So how can you do the same?
Creating Your Simple Fame Content
This style of content has to come from something you know your customers need or want and a great way to start figuring this out is to look at common problems or questions that crop up from your community.
Parenting coach? Could you collect a list of parenting book titles and categorise them into one list based on age of child or situation for example?
Social Media Marketing Expert? Could you create a list of 100 Twitter template tweets that people can use as inspiration for getting started?
Nutritional Therapist? Could you put together a meal plan to cover every day for a month, including the shopping lists of everything you’ll need for the week?
This kind of content might seem simple, but putting in the time to research what’s out there, pulling in the facts and figures and making it easily presentable is the kind of content that is attractive to people who need a solution and are in a hurry.
And if you base it on questions you see all the time in your niche, you’re creating something that can continue to sell or be downloaded in order to meet that need.
Have a think, see what you come up with and let me know what you would choose for your simple fame content in the comments below.