So you’ve been trying to grow your brand and sales for who knows how long now, but have you tried maximizing the benefits of valuable content yet?
Yes, it’s a cliche because yes, it’s effective.
Valuable Content UK defines the phrase as “supercharged content” serving a bigger purpose with useful information that
Unfortunately, not a lot of people know what real valuable content is. And, even fewer people know how to carry them out from planning down to execution.
Content writing is just as essential as graphic design is in content marketing. Hence, if you’re not that keen on doing it on your own, then you might as well outsource a competent content writer.
In this article, I’ll take you on a tour of how I carry out valuable content not just for my brand, but for the clients I work with as well.
First, let’s see the real deal on how content writers write truly valuable content.
How to Write Valuable Content
You might think that this subheading is an irony given the main thought of this article, but you’ll learn later why it’s not.
This “how-to” content is not a step-by-step guide to the process, and you’ll learn why when you read on.
1. Understand what real value means in terms of content
Content gurus preach that giving value should be the mission of your content. While this is true, numerous entrepreneurs still make the mistake of identifying what real value is.
Most of the time, they mistake this advice as making step-by-step how-to tutorials of how to do what they offer as a business.
However, you have to know that valuable content is DEEPER than any how-to information.
I tell you what…
You can finish reading this article and learn a lot, but still have no idea how I write content. That’s because I provide value not in teaching you how to do what I do, but in showing you in a way that only I know.
Think about it…
Your how-to fails to provide that value that you intend because you’re not compelling your audience to buy your services. You’re spoonfeeding their DIY, and that’s not good for you.
2. Shift viewpoints
Gone are the days where monotonous and repetitive sayings spread like wildfire on the internet.
Don’t be afraid to go against the flow and contradict that one common idea that you’ve always felt was wrong.
The thing here is…
Your message must be genuine to yourself and not made with the mere intention of standing out from the crowd.
People will respond, and they can either agree or disagree. Still, you must be ready with your firm belief to face them.
And yes, responding to your community is also a part of the valuable content that you bring to the table.
3. Erase fears
This fast-paced, ever-changing world is already overwhelming enough for most of us.
If you put out content that removes your audience’s fears, they’ll perceive you as a capable thought leader.
When accomplished, it will only be the first step of many in your journey of building your online presence.
Valuable content prioritizes forming connections over making a sale. I’m not saying that one is more important than the other. But, connecting with your audience is your first step in making the money come in.
Remember to aim to connect with your community first before expecting them to buy from you.
And by connection, it means that your mission doesn’t end after hitting the Publish button. It means that you also need to connect with them in avenues like your comment section, or even theirs.
Keeping your eyes on your ideal client, you must be able to pinpoint their fears and struggles.
What you’re going to do is validate their feelings and situation that what they’re going through is normal and that they’re not alone in their journey.
Through your content, you’re making them feel that you understand them and that you’re a thought leader that they can count on. That right there is a connection in itself.
Types of Content
To carry out the 5 points mentioned above, here are some of the types of content that you can produce.
• Connection content
As the name suggests, connection content has the intent to connect with your audience.
It can start with a question that your followers can easily answer. Or, it can also be an avenue for networking with a creative prompt to introduce themselves and what they do.
Doing this type of content doesn’t only serve you with increased engagements, but will also give your followers a new arena to showcase themselves.
• Thought-reversal content
This type of content is where you can shift perspectives and remove fears.
Bringing it out might require extensive community research and study beforehand. But the more insights you have, the more substantial your thought will sound.
One example of thought-reversal content is slamming down an old belief and replacing it with your own opinion.
• What-to-do content
Again, valuable content goes deeper than step-by-step how-to information. Instead of spilling your trade, show how your solution can help them achieve their goals.
That way, you didn’t show them how they can DIY their way. Rather, you showed them that they need you to do your expertise to help them.
Valuable Content Ideas
Here are some additional content ideas on how you can produce valuable content by combining the stated points above.
• Personal story
This one never gets old. Sharing personal stories on social media is and will forever be a thing in content marketing.
For one, it fosters a connection between the author and their followers who can relate.
When that connection is made, the rest follows. It can be a validation for the audience that they are not alone in their journey, and it can change other’s perspectives as well.
• Case study
This can go out in two ways – either you find a relevant case study or you publish your own.
You can write about the first one and share your insights while giving credit back to the source. In the end, the education that you earned will help not only you but your audience as well.
Meanwhile, you can also publish a case study that you did with the intent of showcasing how your solution is a mouth-watering offer that your ideal client can’t resist.
If there is one type of content that can be named Most Unique, this is it.
Your personal insight can never be deduced to a mere opinion. It’s the product of your past experiences, lessons learned, and visions for the future.
As they say, no two people are the same and even twins have different thumbmarks. Likewise, this content idea is your one-of-a-kind avenue for you to showcase yourself as a thought leader.
An insight content can inspire to shift perspectives or reverse old beliefs. Either way, it only shows how you understand real valuable content.
• Compare and contrast
As a solopreneur, I believe that you’ve been subject to one too many difficult decisions. Some of them can be as simple as choosing between two client management software.
If your ideal client is also in a field where they also need such software, then this type of content can help both of you.
Go forth and sail in this journey along with your audience! Take note of your insights in choosing a client management software and publish it into a post.
Not necessarily, but it can also serve as a preliminary audition to see if you are a match with a client prospect.
• Relatable content
Valuable content can be fun and cute, too!
Ever wondered why memes and short videos go viral on social media platforms? Because they are highly relatable content.
I’m not saying that you should turn yourself into a meme. (but if you want to, then, by all means, please!)
It can be as simple as resharing a relevant account’s content or writing up insights on similar ones.
Make your audience see that you are relevant to who they are as a person, and the rest will follow.
Behind the Process of Content Creation
Contrary to popular belief, content is not as simple as draft, schedule, publish. A competitive content writer goes through an extensive process to make sure that your content serves both you and your audience.
In my content creation process, I go through three main phases.
Phase I: Planning
The first part is the initial stage where I plan the following:
- How many posts should I publish this month?
- How often should I post?
- What is my main platform?
- What are my repurposing platforms?
After deciding on these points, I then proceed to map out my content calendar. It helps me visualize the days when I’ll be posting and the events where I need to plan my content around.
For example, there might be holidays where I want to stagger my content towards or personal events that I want to share with my audience.
Then, I fill in the blanks with the content and/or photo categories that I’ve prepared for days without corresponding special events.
This way, my content varies on a daily basis and is not repetitive on a certain topic for consecutive days.
Phase II: Creating
Now that the foundation of my content calendar is laid out, I start drafting captions for each post.
For blogs, I make sure to write a draft at least three days prior to the publishing date so as to give myself time to revisit them and proofread with fresh eyes.
By preparing editorial and social media calendars months ahead, I can plan ahead of time for big events and holidays where advanced content matches the mass trend.
On the other hand, I create social media posts at least a week before the publishing week. I only batch them per week because it gives me more time for the light bulb ideas to come in.
This way, I’m able to maximize my reach without missing important dates and still be able to adjust to more recent events.
Doing hashtag and keyword research is also part of the creating process. However, this task varies on the corresponding strategy and content.
This is me saying that following a content strategy saves you time and money as you can use it in a lot of your content instead of having to do research for each one again and again.
Moreover, periodic assessments and adjustments are different from repetitive research.
Here, we work smart, not hard.
Also depending on the strategy, curation of photos for each blog and post falls under the creating stage. It’s better to have your own photo assets, but it’s also okay to use stock photos from renowned sites.
Phase III: Executing
Alas, the execution of the masterpieces, which, then again, varies per strategy.
I use the Hootsuite scheduling app for my social media posts. It’s easy to use and has other useful tools that are ideal for the platforms that I use.
On the other hand, I schedule my blog posts within WordPress.
The execution stage might be the simplest part of all three, but it’s still not as easy as others might think.
For one, I always apply basic SEO practices to the blogs before I publish them. It includes the application of meta data and fixing the formatting of the text and images within the blog.
This activity alone can take up to an hour.
In social media posts, the stories are the ones that require a more meticulous execution process, but not something that your competent content writer can’t do!
So there you have it!
I just spilled the beans on how valuable content can grow your brand and sales, and how I myself do it in my business.
But then again, this is what I do. You, on the other hand, don’t need to do everything on your own.
You have a business to run, clients to attend to, and people you love all waiting for your precious time. Spend it wisely on things where you are irreplaceable.
As for me, I’ll continue crafting my client’s messages so they can grow their brand and sales. Want to see the change in your business, too?
Send me an email and let’s start right away!