Imagine for a moment Jerry Seinfeld walking into your office and saying, “You need a content marketing strategy and I’m here for the day to help you come up with some ideas.” What sort of impact do you think the content he created with you that day would have on your business?
Believe it or not, for the majority of businesses out there, that day spent with Mr. Seinfeld would have little to no impact at all (other than a sore stomach from laughing so much).
Really! Why not? Because most small businesses don’t have a content marketing strategy! (Sorry about that outburst, it just continues to amaze me how businesses continue to ignore content marketing even though they are sitting on a goldmine of potential business. And I just found out I have the 12th pick in my fantasy football draft, so I’m a bit upset)
Ok, back to the imaginary “Jerry Seinfeld for a day” example. But this time we’ll operate under the assumption that you already have a blog, a few social media sites set up, and an email service provider to grow your list.
How would Jerry Seinfeld help you with your content?
He has an amazing ability to speak in terms that people can understand.
“Seinfeld” was a self-described show about nothing. But the content was frequently written about the day-to-day lives and experiences of the writers and creators. For example, George’s storyline in “The Revenge” episode is loosely based on Larry David’s experience at Saturday Night Live.
People understood what they were talking about because they had similar experiences. It wasn’t a show about nothing – it was a show about everything.
What does this mean for your business?
So when he walks into your office for “Seinfeld for a day” here’s exactly what you should do:
Step 1: Calm down. Breathe. Yes, it’s Jerry fricking Seinfeld, but you only have him for a day so focus.
Step 2: Once you’ve stopped drooling, the first thing you need to do is explain to him what you do. Be specific and be brief: “Jerry, here’s what we have…here’s what it will do for our customers…here’s what we want them to do next.” That’s it! Simply tell him what solution you are providing or what problem you are solving for your customers. Then tell him what you want your customers to do next (also known as a “call-to-action”). For example, do you want them to sign up for your list? Set up a consultation? Download your eBook? Call for a quote?
Step 3: Then, tell him as much as you can about your target market. What are the top 3 to 5 common traits of your best customers? And tell him why they buy from you.
Step 4: Next, Shut up and listen! Let the genius do his thing and take notes (or record it and sell the recording. Just kidding, record it so you can listen to the genius over and over again). You’ll probably have a year’s worth of content if you just shut up and listen.
Step 5: When Jerry leaves and everybody has stopped talking about the fact that Jerry Seinfeld randomly walked into your office, put your remarkable content ideas together in a content plan calendar (see below to get a content plan calendar template).
Step 6: Put together Mr. Seinfeld’s ideas in terms that your target market will understand and make sure it includes valuable information that is relevant and actionable for them.
Step 7: Last but not least, make sure you are giving the right content, at the right time, to the right person. (Also known as Context Marketing)
Ok, so Jerry Seinfeld probably isn’t going to walk into your office and help you with your content marketing plan. But that doesn’t matter. You can still have an effective content marketing strategy if you just do the work. Follow the same steps as above except instead of shutting up and listening to Jerry, shut up and listen to your customers. Or listen to your employees and their ideas.
If you simply don’t have the time, outsource the legwork to another company. But keep in mind, the content ideas should still come from you – nobody should know your customer or your industry better than you.
To your continued success,