Content creation is a big pain point for MANY coaches but it is also one of the most important tasks you do in your business. Think of content as the gluten-free bread and grass-fed butter of your business.
But I totally get that it’s difficult (especially when you are brand new) and I totally get how frustrating it is when you put your entire soul into a post and get total crickets from your audience.
I’ve got five tips for creating incredibly engaging content that I’m going to share with you. In the six years since I have started my business, I’ve literally created thousands of pieces of content, including hundreds of YouTube videos. So let’s dive into the 5 things you must do for your content curation.
The content is about them, not you
Yes, you are the owner of your business, and people want to invest to work with you. But that doesn’t mean that your business is about you. Your content needs to be completely inspired by your ideal client, the specific person who you help with their problem. So instead of waking up in the morning and thinking “ what content do I feel inspired to share today?” you should be thinking “how can I serve my ideal client with educational content?”
Do your research and understand your customer pain points
If you don’t know your customer’s pain points, be sure to check out my other post about this, How to Identify Your Customer Pain Points. If you’re confused about what content to create and where to put it, it probably means you don’t know your ideal customer.
You need to track these people down and you need to talk with them. You need to do what’s called market research. This is probably the most important thing that you do in your business. Most coaches skip it, or maybe they only do it once and they never revisit it. So I’m in year six in my business. I still do market research once or twice a year.
Share content in video form
I think a lot of new coaches have a lot of resistance towards sharing video content towards showing up on camera. I totally get it. When I was new to this, I was pretty uncomfortable too. But getting in front of the camera is a learned skill and the more you do it, the better at it you will be. Need more convincing? Check out my Wealthy Coach Podcast episode, Your Not Afraid of the Camera.
Now, the reason why you absolutely need to share on video is for the trust factor. People invest in you because they feel like they know you and trust you. It’s really hard to connect with someone in a text blog post. Yes, it can be done, but most people are consuming video content.
Not the sexiest tip but your clients and your audience need to be able to rely on you. Meaning they should be able to go to your social media pages and expect that you’re going to be sharing some form of content.
So you need to consistently show up. Even though you’re annoyed, even though you’re sick of talking about whatever you’re talking about, you’re still going to do it because this is about your client and not you.
Use your analytics
Again, not sexy but incredibly important. If you aren’t looking at your analytics, then you don’t really understand what content your audience is interested in and which content they’re engaging with. Need help looking at your analytics? Watch the video (at the 13:30 mark) to see how I review my analytics to determine how I create my content.
You want to look the stuff that people are responding to and reiterate that content. It’s okay to be repetitive, it’s actually a good thing.
If you’re a coach in the health and wellness industry, your engagement might not be as good, but people are likely still listening. These industries are personal so people aren’t always going to be comfortable sharing or commenting in a public forum that like they have chronic diarrhea.