Ep. 030 How To Create Intentional Content

Welcome to the Cracking Content Podcast, helping entrepreneurs to amplify their expertise through storytelling, content and PR, so they can get more sales and make a bigger impact. Every business has a story to tell. Don't be afraid to tell it. In this episode, I'm talking about creating intentional content. So are you trying too hard to produce perfect content? Are you struggling to keep it up week after week? This is something I talk about a lot, content overwhelm, people get really stuck on a hamster wheel of either production or they get completely stopped in their tracks with procrastination, procrasta-posting, they're spending too long formulating the perfect Instagram post or the perfect Facebook post, worrying overly about what the reaction might be to it. The truth is, it's consistency that's key. {01:30} It's much better to post good content consistently than perfect content inconsistently.  {01:44} I am a massive fan of content planning. I host regular content planning parties and you can join them too. They're usually every quarter because if you create content with purpose and you have a plan that you can stick to, it doesn't mean you don't deviate from it, because everyone often deviates from a plan, but you have a structure to fall back on. {02:06} Being intentional with your content is absolutely transformative, once you get clear about what you want to do. {02:57} So focus on these three core elements to inspire and plan your content strategy, before you take action. So think about your why. Before diving into creating content, ask yourself, what is your primary motivation? Perhaps you want to acquire more customers, drive sales or simply increase brand awareness. {03:28} Once you get clear on your goals, you will have a better idea of what content you'd like to share and on what platform and who will engage in it. {03:53} It would be a lie to say that this is doable in one singular blog post, video or email, but think ahead and decide what value you can provide over a longer period of time.  {04:10} So the next thing to think about is the how. Once you've decided what your content is and why you're creating it, it's up to you to choose how you will share it with the world. {04:49} Think about your business industry and choose one to three primary methods that you think will work for you. You don't have to be everywhere, when it comes to content creation. Choose the channels where you know your ideal customer is, where they hang out and really think about what content they like consuming.  {05:06} So then the next step is to actually execute your content strategy. Once you have a vision for success, it's time to get the ball rolling. So brainstorm your content. Creating content is all about brainstorming ideas that align with your overall strategy. {05:28} You can think of ideas from scratch at first, and then after time you can tap into old successes, so repurpose content that's already worked for you. You can find some posts from the past that have received high engagement and simply turn them into something new. It's the perfect way to please an audience and also save time for yourself.  {06:47} The next stage is the one we've been waiting for. You've done all the hard work. It's time to share your content with the world. So be intentional with publishing your content, think about date and timings. During a working day, for example, people are much more likely to be online and engage with your content at the beginning and the end of the day. That's why insights are so useful so make sure you're tracking engagement and the times of day that your consumers are looking at your content. {07:19} The final stage of the process is tracking your results. Are they aligning with your initial goal? Has it been successful and why? Use this to determine your next content move. What will you keep the same, and more importantly, what will you change? Connect with Claire:  You can download my free PR guide here https://clairewinter.info/freebies/be-your-own-pr/  To find out about 1:1 content coaching go www.clairewinter.info. Free Facebook Group: https://www.facebook.com/groups/crackingcontent/ Website: https://clairewinter.info/ Instagram: https://www.instagram.com/clairewinteruk  Join the Cracking Content Club Membership: https://clairewinter.info/cracking-content-club/