Creating a values-based content strategy that calls in your dream clients

Guest Post from meld business Services

When people think about their content strategy their mind goes directly to ‘how can I get people to buy?’. They’re looking for the magic copy writing formula or the perfect email marketing swipe file to copy and paste so that they can replicate the success of others that they admire.

Whilst this approach may work for some, I’m of the camp that the old copy and paste isn’t the right way to go. Using someone else’s 5-step formula or their 6 part framework for the perfect content is like trying to stuff a huge pillow inside a cushion cover. It works, but not really.

So, what should you be doing instead?

Firstly, YOU are the magic formula. Only you know how to connect with your ideal clients because you are uniquely you!

What do you think attracts someone to you?
It’s not the features of your signature program. It’s not how many videos are included in your course or how many group coaching sessions they get in your membership. It’s you, and more specifically your core beliefs and values that makes someone think ‘hell yes, I like this woman’.

Think about what attracts you to someone at a social event. It’s that they have something in common with you. So, if you never give your audience the chance to get to know you, then you’ll never even get to the point where you can ask for the sale and expect a resounding ‘yes’!

Where do we start?

If we look at the client journey, then we can see that before we get to convert, our ideal client needs to connect, subscribe and be nurtured first.

The connect stage is the crucial stage. This is where your ideal client has just become aware of you. This is the getting-to-know-you phase where you have the opportunity to start meaningful conversations.

This is where we need to let them into our lives a little.

1. Values

By letting them in I don’t mean that you need to share what you had for breakfast or the messy relationship issues that you’re having at the moment. By all means if that’s part of who you are and your business, knock yourself out! But for most of us, especially who are just starting to feel comfortable sharing about ourselves, the easiest place to start is with our values.

If we know that people buy from people and that we’re the magic formula in attracting our dream clients, then sharing our values gives them a very good idea of what we stand for, and what we don’t stand for too.

Knowing your values not only helps drive your content strategy and creation, but it also brings us the benefits of clearer decision making, guiding our goal setting and driving our business model choices, allowing far more ease into our lives.

2. Core beliefs

These are an extension of our values. They are generalised and fundamental beliefs that we hold about ourself, the world, and the future. Our beliefs are based on our own experiences or interpretations of those experiences.

Knowing your core beliefs can have a huge impact on your content strategy.

Almost every piece of content you create can be linked back to one of them.

Can you tell which one of my core beliefs is driving this blog?

  • When you shift from transactional based content marketing, to one built on genuine relationships, you become more purposeful and experience personal and business
  • You don’t have to do #allthethings. Business and life flows when you take into consideration the limits of your time, energy and resources.
  • Our impact is greater when we come together

It’s probably all three, but it’s definitely the last one.

Sharing my knowledge and enthusiasm for creating ease with content has been a catalyst for creating this blog. As you can see, by being very clear on who you are and what you stand for, your content strategy is more aligned with who you are and ends up attracting a community that is more engaged, energised, ready to hear your message and wants to buy from you!

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