We all know how important it is to build content for a business. It creates visibility, it generates leads sometimes even a sale, it helps build a relevant community. We also know that building content for a product business is relatively easier. There’s pictures that you can take, there’s product benefits that you can talk about, there’s also product features that you can list. But building content for a service business is hard. What do you do if you are a coach, nutritionist or a brand consultant? You can’t depend only on motivational quotes to build content, can you? Here are my suggestions on content that you can create for your service based business.
1.Case studies
Build case studies of all your work. Start with the problem itself. Then talk about your approach, the methodology and the solution. Try and take permission to add the client’s testimonial, maybe even a brief interview with the client on video or just simple text. As per Gary Vaynerchuck’s pillar content theory, a case study is a great way to build ‘pillar content’. Apart from forming a great content piece by itself, the case study can also be split into other short form content.
How?
- Build a problem statement and create drama around it
- Post pictures with your client
- Short testimonial video/text
- Behind the scenes story of how you are approaching the problem
2. Build a personal brand.
You are a great piece of content by yourself since YOU are the product. As a consultant, coach, photographer or any other service provider, tell a story (or several) about yourself.
These include
- How you started
- Why you do what you do
- Your inspirations
- Behind the scenes of your work life
The possibilities of these are immense. From sharing inspiration about how you plan your day, to how you keep yourself motivated, or simply apps that help you be more productive, building a personal is a great way to connect with your audience and prospective clients.
For a detailed guide to building a personal brand as an entrepreneur, watch this video.
3. Offer FREE expertise or tips.
Many service entrepreneurs I know, are wary of sharing free tips. Trust me, that is the best way to
- Build a following
- Establish that you are an ace in your field
Sharing free advice and tips establishes your expertise and also helps to bring in new customers.
If I were looking for a nutritionist for example, there are 2 things that would effect my decision – a strong recommendation from someone I know, or someone I have been following on the internet and have come to believe and trust the person’s knowledge and expertise.
Leave behind a comment if you are looking for more small business tips. Happy to help. Do also share strategies that have worked for you.
Till next time,
Dipika