If we keep an open mind as we observe the world around us, it is easy to discover lessons that can be applied to a number of different areas; including the marketing of our business. Recently in Super Bowl XLVIII the world watched as quarterback Russell Wilson and his Seattle Seahawks dismantled the Denver Broncos. In a post game interview with Wilson he credited his father as a major contributor to his success; saying that he (his father) would always ask him, “why not you?” According to Wilson his father would pose that question as a way of encouraging him to think beyond his perceived limitations. Somebody is going to be the quarterback that leads their team to a world championship; why not you?
Harrison Wilson left his son with a powerful lesson that can be applied to many areas of life, including content marketing. Everyday we see information being shared, discussed, and referenced on the internet. Whether it’s an Instagram image with a motivational saying on it, a blog post that sparked a debate about a certain topic, a SlideShare presentation that helps us understand a topic better, an educational infographic, or an inspirational YouTube video (like the videos below that we create and customize for our clients); someone had to create that content- why can’t that someone be you?
You are an extremely knowledgeable expert in your field. You are just as capable of creating similar (possibly even better) content to that which is attracting so much attention online. So again I ask; why not you? Perhaps you don’t know where to begin or what you should share. Maybe you don’t feel like you’re a good writer and that is holding you back. Or maybe you simply don’t know how to present your idea. Those are more “details” than roadblocks. Below are 3 ideas you can use to begin creating your own custom content to share with the world:
1. Answer the questions you are most often asked.
- Being a professional, it is likely that you are asked a number of questions about your field everyday by your patients,clients, family, and friends. Truth be told, you probably even get asked questions by strangers as soon as they learn what you do professionally. Over time, you might notice that many of these individuals are asking very similar questions. Rather than getting annoyed that you have to keep on repeating the same thing over and over again, consider using those questions as the topic of the content that you will produce.
2. Teach don’t preach.
- Regardless of the way that you choose to present the content, it is important to remember that people don’t typically want to receive a lecture. Your purpose is to educate your audience, so be sure to engage with them using a dialogue that is clear, concise, and conversational. Selecting a topic that you’ve previously discussed with individuals should make this task easier for you. Pretend you’re speaking to one of those individuals directly through your content.
3. Experiment with different mediums for your content.
- Find new ways to engage with your audience and make it easy for them to share your content and promote your services to their friends and family.
- Write a blog. WordPress is an excellent and easy to use platform to get your started. (Did I mention that it’s free?)
- Create a YouTube video. Most phones and computers come standard with built in video cameras. Hit record and speak your response into the camera. Then upload the video to YouTube and share it with the world. CAUTION: Be aware of your surroundings. Make sure no embarrassing scenery or extras make unwanted cameos in your video.
- Combine a concise version of your response with a dynamic stock image or better yet a custom image from your business. Use a photo editing program to overlay the text on top of the image to create a new original image that can be shared on Instagram, Facebook, and Twitter.
Remember there are people out there that are creating the content that gets shared everyday. In many cases these individuals are not any more qualified to speak on these topics than you are; the only real difference between you and them is that they do it. People will continue to seek out and share the advice and guidance of trusted experts. Someone has to be that expert; why not you?
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