How To Create Value-Driven Content
Tips and tactics for creating content your community will value and position yourself as an expert in your industry.
There’s much discussion around providing value and being a resource for potential customers and clients.
But HOW do you provide value?
Let’s look at the mechanics of value
Value begins with understanding the goals, dreams, passions, and struggles your prospects face.
What are they looking to solve? Where are they stuck? What keeps them up at night? What’s the ideal end-state they hope to create?
Deploying empathy and research is powerful at this stage as it helps create a picture of whom you’re speaking to.
Next, think about your products and services. Where do they fit into the mix of what your customers want to achieve?
Understanding your relationship with what your prospects hope to achieve is crucial to provide valuable information as it needs to tie back to what you offer. You’re not in the game of creating random value unrelated to your business.
Next, think about the journey from where they are to where they hope to be, what potential challenges exist along the way? What can sidetrack their success? What could help them go from point A to B?
This is where you identify opportunities for value and content creation. You can build a list of all these potential challenges and opportunities to drive value consistently.
Here’s an example to illustrate
You’re a remodeling company that helps renovates homes.
Potential clients face a plethora of obstacles to achieving a home renovation:
Vetting contractors
Material costs
Managing a home in repair
Stress
Delayed timelines
Managing multiple contractors
Communicating their vision
How much the project will cost
From this list, you can begin to address ways you can help them manage this stressful scenario. The list is from my limited knowledge, imagine the list from industry pros with tons of experience! You’re talking about many ideas.
These ideas are used to create content addressing each of these pieces
Five steps to vetting professional contractors
Understand the typical material cost of home renovations
How to manage your home during renovations
How to deal with the stress of home renovation
What to do if timelines get delayed on your project
Three ways to manage multiple contractors and keep your sanity
Three tips for communicating your renovation vision to contractors and having it your way
The average cost of home remodels — value, middle, luxury
You can instantly see how providing content of this nature can help a potential prospect going through the process of shopping around for contractors by arming them with information to use.
How this helps you
A few things happen when you create this type of content.
First, you’re providing helpful content to a prospect that’s going through a challenging process, especially someone new in the space. The content is relevant, intentional, and service-oriented. No sales pitches, no me-centered content, straightforward help they can use on their journey.
Second, you position yourself as an expert right away. By providing content that’s rooted in your experience and knowledge, you’re able to share insights that only you would know from being a seasoned professional. It shows you know what you’re talking about and understands the challenges facing homeowners who want renovations done.
Third, it shows you care about the success of your clients and the goals they have. Creating and sharing content driven to help your clients by asking for nothing in return communicates that you want to help them where they are, and that you understand the challenges they face. This builds trust and generates a positive feedback loop of you being a go-to trusted resource for information.
Fourth, it places you at the top tier of options because you’ve already given them something of value with asking for nothing in return. You bypass all the pushy sales tactics and noise to rise to the top of their considerations. By establishing trust, you position yourself as a real contender for their business.
Last, you will get clients like this! Giving away value works because most people don’t want to go through all the hassles and headaches to deal with this process. By explaining the many things to be considered when dealing with home renovation, showing off your expertise, and establishing trust, you become an obvious choice to get the work done they desire.
The small percentage of people who take your information and use it without your services will be far surpassed by the people who find your content helpful, honest, and refreshing, which ultimately empowers them to call you to get the job done.
Value-driven content is a long-term strategy
This won’t generate overnight success stories. It will take time, thoughtfulness, and effort to do correctly, but if you’re willing to invest in this practice, you’ll be amazed at what can happen.
These strategies can easily double, triple, and quadruple your sales and marketing efforts. It’s also a great way to educate potential clients on your process and shorten your sales cycle as your team doesn’t have to work as hard to explain the value of your service.
Prospects will be primed and begging you to work with them!
That’s the power of value-driven content. 😊
Cheers!
Originally published at https://www.linkedin.com.