What Is a Content Strategy and Why Do Service Providers Need One?
So I know as a high-ticket service provider you hear marketing people (like me) telling you to have a content strategy.
But what in the hell are we actually even saying to you?
Buy a content calendar?
Plan out launch content?
Create content?
Well, not exactly, but I’ll explain what it is (in plain language and vivid metaphors) so you get it.
What is a Content Strategy?
Well, for me to make it easy to understand, I have to start with a metaphor.
We’ll carry this metaphor throughout this section to illustrate what your resident marketing coach really means when I talk about a “content strategy”…
A trip starts with the destination
First, you’re going to select your final destination—let’s say, Miami from Atlanta. Miami in this metaphor is your marketing strategy.
The marketing strategy for your business represents things like:
- Book out your group coaching program.
- Get 100 people to register for your masterclass.
- Book 5 discovery calls for the week for your service
I’m not going to go off on a whole tangent about why you need to have a marketing strategy, because I already talked about how if you don’t have a marketing strategy, you’re doing it all wrong boo.
Next you choose your route that will take you there
Once you know your destination, then you have to map out your route to get there—for the example story if I’m traveling from Atlanta to Miami, I already know I’m hopping on 75 South and taking that bad boy all the way to Miami.
And 75 South in this metaphor is your content strategy.
The content strategy for your business represents things like:
- Target Audience: Identifying the specific group of people you want to reach, such as small business owners or corporate executives.
- Key Messages: The main ideas you want to convey, like the benefits of your service or your unique approach.
- Content Themes: Broad topics that will interest your audience, such as industry trends, case studies, or success stories.
Lastly, you plan your itinerary
So now you know you’re going to Miami, you are taking 75S all the way there, now it’s time to plan what you’ll do when you get there—for this story I already know I’m going to the beach and maybe even La Fountain Bleu 👯♀️🍾
And the beach and La Fountain Bleu is your content plan.
The content plan for your business represents things like:
- Blog Post Schedule: A list of blog topics, their publication dates, and who is responsible for writing them.
- Social Media Calendar: A plan for what content will be posted on which platforms and when.
- Email Newsletter Topics: A schedule of what topics will be covered in your newsletters and their send dates.
- Content Creation Deadlines: Specific dates by which each piece of content needs to be completed.
- Content Promotion Plan: A strategy for how you will promote your content, such as through social media ads or email campaigns.
- Performance Tracking: A system for monitoring the success of your content, such as tracking website traffic or engagement metrics.
And yes, your content plan goes along with the content strategy and is really one bullet of what needs to be included in the strategy…
Now that you know what the content strategy is, let’s talk about your business and how your future content strategy is going to help you with your content…
Because truth be told, I know good and well you go from “I have a marketing/sales goal” to “let’s plan this content” and that’s why you’re struggling to keep up with content creation now, and I just can’t see let you go out like that!
This is also why I provide both the content strategy and the plan in the delivery of my Content Clarity Scan service, because people need both.
If you are rolling your eyes right now because you can barely plan out this content, let alone spend a shit ton of time thinking up a strategy, then please stay with me in this post, and let’s talk about it.
The Dilemma of the Busy Service Provider
Let’s face it; as a service provider, your time is precious.
Every minute spent on marketing is a minute not spent serving your clients.
And again, if we’re keeping it one hundred, you don’t make much time to actually market your business, do you?
This isn’t me shaming you by the way, I’m a professional marketing person who does marketing for a living, but as a service provider I don’t always make the time to do the marketing for my own business. 🙈 And to that I say…
Here’s the thing – without a solid content strategy, you’re missing out on a world of opportunity.
You see, your content is like a beacon. It’s what attracts new clients, showcases your expertise, and keeps you top of mind. It’s your silent salesperson, working 24/7 to grow your business.
And I don’t know about you, but I hate selling, so the more support I can get with that whole situation the better, am I right?
But also, the thing that’s making content feel like it’s taking too damn long, and why you have no idea what to post is because you don’t have the content strategy!
And while you may not always have time to come up with one, in which case you should check out this post where I give you some emergency ones to cover you short term…
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Then we need you to actually come up with one that works for your specific business.
The Power of a Tailored Content Strategy
So, what exactly is a content strategy? In simple terms, it’s a plan that outlines what content you’ll create, why you’ll create it, and how it’ll help you achieve your business goals. It’s about being intentional with your content, ensuring that every piece serves a purpose and brings you one step closer to your objectives.
For service providers, a content strategy is crucial. It helps you:
- Attract the Right Clients: By creating content that resonates with your ideal audience, you’ll draw in clients who value your expertise and are willing to pay for it.
- Establish Your Authority: Sharing your insights and knowledge positions you as a thought leader in your industry, setting you apart from the competition.
- Save Time: With a clear plan in place, you can create content efficiently, repurpose it across different channels, and free up time to focus on your clients.
- Generate Leads Consistently: A well-crafted content strategy keeps your pipeline full, ensuring a steady stream of leads and potential clients.
Creating a Content Strategy That Works for You
Now, you might be thinking, “That sounds great, but where do I start?” Here’s a simple framework to get you going:
- Define Your Goals: What do you want to achieve with your content? More leads? Increased brand awareness? Better client retention? Your goals will shape your strategy.
- Know Your Audience: Who are you trying to reach? What are their pain points, challenges, and aspirations? Understanding your audience is key to creating content that resonates.
- Plan Your Content (yes, this is the content plan): Decide on the types of content you’ll create (blog posts, videos, podcasts, etc.) and the topics you’ll cover. Make sure each piece aligns with your goals and speaks to your audience’s needs.
- Create and Distribute: Start creating! But remember, it’s not just about putting content out there; it’s about getting it in front of the right people. Choose the channels where your audience hangs out and promote your content accordingly.
- Measure and Adjust: Keep an eye on your content’s performance. What’s working? What’s not? Use these insights to refine your strategy and improve your results over time.
One of the reasons I created the CMO Dashboard for Notion is so I can do all of my content strategy and content planning in one place.
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When I tell you you leave money (and time) on the table when you don’t have, not just a content strategy, but a good one…
The Untapped Potential of a Well-Crafted Content Strategy
Imagine you’re at a networking event, and you have just a minute to introduce yourself and your services.
In that brief moment, you need to convey your value, expertise, and how you can solve your potential client’s problems. Now, apply that same concept to your content.
Each piece of content you create is like a mini-introduction to your brand, a snapshot of your expertise, and a glimpse into how you can transform your client’s business.
For service providers, this is where the magic of a content strategy comes into play. It’s not just about posting regularly on social media or having a blog; it’s about creating a cohesive narrative that guides your audience through their journey with you.
From the moment they discover you to the moment they decide to work with you, your content is there, providing value, building trust, and showcasing your unique approach.
Think about it this way: your content is like a series of breadcrumbs leading your ideal clients to your door.
Each piece, whether it’s a blog post, a video, or a podcast episode, is strategically crafted to address their needs, answer their questions, and highlight your solutions.
And just like in the Content Clarity Scan, where I dive deep into your existing content to uncover gaps and opportunities, you too can analyze your content to ensure it’s aligned with your business goals and resonating with your target audience.
By focusing on quality over quantity, aligning your content with your business goals, and understanding your audience’s needs, you can create a content strategy that not only saves you time but also consistently attracts the right leads. It’s about working smarter, not harder, and making sure that every piece of content you create is a step towards achieving your business objectives.
Why the Content Clarity Scan Is Your Secret Weapon
As a service provider, your time is limited, and you need a content strategy that delivers results without consuming all your energy. That’s where the Content Clarity Scan comes in. It’s a deep dive into your current content efforts, identifying what’s working, what’s not, and where you can improve.
The Content Clarity Scan helps you:
- Focus on Quality Over Quantity: You’ll learn how to create impactful content that attracts high-quality leads, without the need for constant content creation.
- Align Your Content with Your Business Goals: Ensure that every piece of content you create is strategically designed to move you closer to your objectives.
- Save Time and Reduce Overwhelm: Discover how to streamline your content creation process, making it more manageable and less time-consuming.
- Attract the Right Clients: Fine-tune your messaging to resonate with your ideal audience, bringing in clients who are a perfect fit for your services.
As a service provider, your expertise is your greatest asset.
And when it comes to marketing content, you content strategy helps you showcase that expertise, attract the right clients, and grow your business on your terms.
With the Content Clarity Scan, you can take the guesswork out of your content efforts, ensuring that every piece of content you create is a step towards your success.
So, are you ready to transform your content and hit your goals? Book your scan.