The types of information you want to provide clients
Showing up for clients means more than just providing them with your products or services. Offering your clients more information and more content is the extra level you can offer to be seen as a resource hub.
Let’s look at it like this, yes new clients are critical, but so are existing. With both of these types of target audience, your ultimate goal is to be the source people come to when they want to know everything they need regarding your service.
For example, you might be a real estate agent. Just like any other real estate agent, but why would people want to buy or sell from you? Why do investors look to come back to you? If you provide content from anything around policy changes, tips and tricks, people are more likely to come back to you because you provide an extra level of service.
Now you know what you need to do, what are the types of information you can provide? Well, I have created my content creation framework - the four pillars of content!
Let’s dive into what they are and how they work!
Educating
The educating stage is where you provide most of your free value content. You could start a podcast, have a blog or share tips and tricks on your social media channels.
The educating phase is critical for gaining a level of trust and loyalty, this is where you form the basis of becoming a resource hub!
It is in this stage your clients decide to make you the only brand they come to for information on your niche. Don't be too flakey on the information you provide! Make is super informative, don't be scared to share a lot of information at this stage!
People will buy from you because they want to be held accountable and also want that extra value you will bring in your paid product or service!
You can educate through multiple different platforms, but often you want to start focusing on one before you develop too many.
Aim to go with the “watch, read and listen” formula when developing content. You can read more about platforms to use in my blog “The four best ways to reach your clients with content - become a resource hub”.
Fun
The stage of fun is exactly that, FUN! You show behind the scenes into your business and if you are a one woman or man show, a bit of your personal life.
Show where you work, what you eat and the types of things your business does for fun! This will make you more of a relatable business to clients who follow you. Don’t be scared to make mistakes and trial things in the fun stage.
Also, at the same time, don’t be afraid to be human and show your moments of tough times, this makes you way more relatable than showing the “perfect” business or life all the time.
It is all about balance!!
Engagement
The next stage is where it all starts to pay off, and you get engagement!! When people see your content and start liking, loving, commenting and sharing!
Obviously, this will happen from the beginning, but as time changes, more aligned clients will start to engage with your content (the others will drop off - but for good reasons).
So this is where you want to utilise the engagement to ask questions to help your business and respond to your clients, so they feel the love too!
Interact with your clients and always have a two-way communication (rather than talking at them all the time). Get them to take action with your “Call to Action” content, but also ask them to share more on themselves! You can also ask for more engagement!
The more you engage, the more aligned clients will see your content!!
Informing
The final stage is content informing is all about your conversion. The content you provide in the inform stage is asking for the next step. How people can learn more about you OR buy from you.
To inform is to ask. You have given with your educational content. You have given entertainment with your fun and engaging content. Now you want to ask! If it is social media maybe you ask for your audience to read your blog, listen to your podcast or download your freebie. Or maybe to buy a service. Inform is to promote.
See below a simple explanation of the four pillars!
The four pillars (fun is across each stage!)
Final thoughts
Okay, so now you know the key content pillars, what should you do next?
ADD THEM INTO YOUR CONTENT MARKETING STRATEGY!! Add them into the content you create and see how it impacts how you create and what you create.
If you aren’t sure where to EVEN begin with a strategy, there are more resources below to help and guide you.
But if you are ready to implement these into your own content marketing strategy. We have the perfect FREE template to get you started! All you have to do is download the template and add your pillars into the channels you create content on. Don’t worry, when you download the template you will have a video showing you show to do it!