Content is king but the question is; what content do I create during this pandemic? Today we chat about content strategy.
What’s In This Episode?
- What’s Happening? (2:15)
- Provide Industry-Specific Value (4:05)
- Listen Listen Listen (6:55)
- FAQs (8:30)
- Double Down On What’s Working (10:24)
- Look For Popular Trends (13:10)
- Coco The Frenchie’s Podcast Debut (17:43)
Josh: Most non-essential businesses are closed and even essential businesses are struggling and confused, particularly around content. Just because everything’s changed doesn’t mean your content creation should stop.
Today we’re talking about a content strategy for this time.
Welcome to Creative juices the show where we help you feel personally confident about your online presence.
I’m your host Josh and today I’m joined by Em.
Em: Hey Josh!
Josh: How are you?
Em: Doing good! How are you going?
Josh: Good! So Em is our SEO guru and does a lot in content. In fact I heard that your personal blog actually just got featured on Pentel!
Em: It did! Yeah, on their Instagram channel so, you can check it out on there if you like.
Josh: Yeah! So now’s the time to work on your business’s content strategy. And why is that? Because screen time has soared. Has your screen time gone up?
Em: Yeah, unfortunately. I’m trying to stop that but it’s through the roof at the moment.
Josh: Absolutely and last podcast we were talking about how screen time’s gone up so much that even Netflix has reduced the quality for their streams….
Josh: ….just so that they can handle it. And the other thing is, is competitors have started to drop off. A lot of people are pulling their ad spend trying to save money in certain areas and generally, the things that suffer are advertising and content creation. And the opportunity is that now if you can be consistent, and if you remain in front of your customer’s eyes during this time, it’ll pay off in the long term.
And so today, we’re going to be talking about content. The question is, ‘okay cool, so I need to create content during this time. But what do I create and how do I come up with some sort of strategy moving forward?’ And so that’s where you come in! Right?
Em: Yeah that’s what we’re going to talk about today.
Josh: So what should you post about during this time?
Em: Well I think the first thing to think about is to just communicate with your audience. We’re in unprecedented times and just basically address what your business is or maybe isn’t doing. So it might seem obvious, but people really need to know, are you still open or can they get takeaways? Are you still offering some kind of service? Just those things. So if you’re open or maybe you’ve pivoted? Have you gone online? Let your audience know what you’re doing basically.
Josh: Absolutely! It’s so important and I think, particularly on this topic, we need to actually also determine what platforms will you post that on.
In terms of what your business isn’t and is doing it’s very important to post that on your social media. Social media is the place for updates, the place of information. Would you also write a blog about this or would it be just social media?
Em: I think if you have, if you can expand on like those services or what they involve or maybe people have more questions, you could definitely put more in a blog post. And you could also post it on your Google My Business account. So that’s something that people still might be searching for businesses on Google to see what your opening hours are, to see if they’ve changed during this time, so keep that in mind too. I think that’s something that people often forget and I know I’ve searched for businesses and I haven’t seen any recent updates. And so I really don’t know like has anything changed? But yeah…
Josh: Yeah. Not content marketing but definitely SEO. Make sure you update your Google My Business!
Josh: They actually just released a new Covid-19 feature for Google My Business which allows you to temporarily close your physical location. So keep that in mind. And so the first thing is to address what your business is and isn’t doing. Right?
Em: Uhuh! Exactly! So next we’re going to talk about, you can provide helpful content. And this basically just brings value. That’s basically the foundation of all content is that it needs to bring some kind of value to your audience in some way. So make sure the content that you’re posting is relevant to your industry and think about maybe what people might be interested in hearing about in this time. So is there something about your industry that you can pivot towards people being at home or having more time on their hands.
I know that one of our local gyms has started posting workouts on their Facebook page that people can do at home.
Josh: Yeah, cool!
Em: And yeah, it’s great! People aren’t paying for their membership at the moment and they’re not obviously earning money from posting those workouts, but it’s providing value and it’s keeping that community, and that’s really important during these times!
Josh: Yeah and actually search trends on Google have increased for a lot of those things as well. In our last podcast we were talking about how home workouts has increased a lot. The biggest one that increased that I found was ‘how do I build my immunity’, ‘immunity building’. That Google search term has increased by 90 percent in terms of it being searched. And so that’s massive! And like some other examples are maybe hairdressers posting up ‘how-to’ videos on ‘how to style your hair at home’. Maybe if you’re a, we spoke about this in our first Covid-19 Series episode, that if you’re like a bakery, maybe you can send up bake your bread at home kits. All of this kind of thing!
And it’s really about helping people. How can you help people during this time, particularly in relation to your industry? And the other thing is, not everything has to be about Covid-19.
Em: Yeah. That’s right! Sometimes I get sick of seeing it!
Josh: Yeah. There’s helpful content that you can create that doesn’t have to be in relation to Covid-19.
Em: Yeah! Exactly.
Josh: There’s a reason why people were visiting you and making use of your service before all of this craziness. And so, maybe you could still create some content with that. But you need to make sure that when you do create content like that, you need to be relevant, and you need to be careful in terms of copywriting because the style of copywriting has changed. And so we’re actually going to be addressing that next week, and we’re giving away a few copywriting tips.
So the first one was address what your business is and isn’t doing. Number two was helpful content. What’s the third one?
Em: The third one is to just listen to your customers. So maybe you don’t have that face to face interaction anymore, but if you can think back to what your customers were talking about or what they’re asking you, or maybe you’re still getting emails or questions on social media. Really listen in and find out what they’re asking. Find out what they’re wanting to know about, and draw upon that to create content based around those questions. Because, I don’t know if you’ve heard the saying that like if there’s one person that said it, there’s a dozen more thinking the same thing, but that’s so true, especially when it comes to your audience.
So, if you can create content based around what people are asking you or what they’re talking about, then you know it’s going to appeal to a wider audience. There’s obviously going to be more people out there who are thinking the same thing.
Josh: Yeah, I think we’ve spoken about this personally, about your personal blog, that your approach is I’m going to write that blog even if only 15 people are interested in it. Because out of those 15 people they may be warm leads, they may be people who end up actually purchasing a product or a service, because they’re actually interested in it.
Em: Yeah. Exactly!
Josh: Which goes into that saying, if one person is looking for it, there’s going to be more than just that one person.
Em: Yeah. And on that, like when you create a piece of content it might trigger people to ask more questions too.
Em: The more you create, then the more you can kind of gather and interact with your audience too.
Josh: So I’ve got a question. You’re saying that we should be listening to our customers. What if they’re not saying anything? How do we actually gather those questions?
Em: That is a great question! And something that you might already have as a starting point is a FAQs page on your website, or maybe within your business somewhere.
So these might be the common questions that you get asked or the things that you really want your customers to know about, and then you just phrase it as an FAQ. That’s a great place to start if you haven’t really heard from your customers much lately or it just seems like dead space you’re not getting anything. Start with your FAQs and see if you can maybe reformat them into social media posts, or into longer format blog posts. So yeah. That’s a great place to start!
Josh: And if you currently don’t have any FAQs on your website, just put yourself in your client’s shoes. What do they want to know? Yes, you have more knowledge and you can’t assume that they would know that knowledge about that. And so, you put yourself into your client’s shoes and be like, if I was a client who had no idea about this service, what are the common questions that I would ask?
And then there’s also other simple ideas that you can use to gather those questions. Maybe just send out an email and say ‘Hey, how are you going, we actually care about you as our clients but also as people. So is there anything we can do to help you?’
Josh: And I know that you do a lot of like Instagram questions posts as well. So you can post up a question using the stick up in the Instagram stories.
Josh: Ask for questions there. You can gather responses from customers even if they’re not currently talking, at the moment.
Em: Yeah, exactly! Be proactive in that.
Josh: Yeah. So, we kind of covered two in one right there. Listen to your customers and start with FAQs, and then the next one?
Em: So next, we’re going to basically double down on what’s already working. So I’m sure that maybe even if you haven’t done much content in the past, you probably still have a social media channel for your business, or maybe you’ve written a few blog posts, or you’ve got some form of content even if it’s only minor.
And so, what you can do is just go back through your old posts, your old blog posts or social media posts, whatever it may be and just actually analyse what got engagement. What did people talk about? What did people comment on? What were they really interested in?
And that’s a great starting point to go okay, those are the topics that interested people, and that’s what they want to know more about, and that’s like a huge strategy that I’ve used in my blog just personally because I never used to write about plants. But then, I wrote one or two blog posts about plants and I got so much feedback and interaction from it. So now, it’s one of the major parts of my blog.
So check your social media posts and then if you have access to your Google Analytics and you’ve written blog posts in the past, check your traffic on them and see which ones have the most hits. And that will hopefully give you an idea of what’s working and what people are actually interested in hearing about.
Josh: Yeah. And to be like hyper practical, in Google Analytics you just click on the tab that says behaviour, and then click on page views or all pages and it literally ranks what pages are receiving the most views.
And we’ve had a few clients, in particular an exercise physiologist who wrote a blog that was just titled ‘What is exercise physiology’ and it was obviously a very searched term because that blog post was ranked higher than even the homepage. People were finding the website based on that blog post. And so the obvious reaction should be, okay people are interested in that content, let’s create similar content.
Em: Yeah, exactly!
Josh: What’s exercise physiology? Sure. What is podiatry? What is shockwave therapy? What is…. depending on whatever service you’re in! It’s double down on what is working.
So you can find that in analytics. In Instagram, you can just click on the analytics tab and then it says, which is up in like the on your profile page, the top three little lines and then you can go and filter your posts based on engagement. And then for Facebook, it’s the same. Head to your Facebook page and then click on the analytics tab and it shows you what people are engaging with.
So double down on what’s working.
Em: So next, on our final point is there’s also online tools available where you can find out what people are currently talking about, or what people are interested in, or what they’re searching online. So one of those tools is called Google Trends. It’s probably a lesser-known Google tool but it’s really helpful. So, if you just even type into Google, Google Trends, it will come up.
And basically you can put a topic into this like mini search engine I guess, and it will tell you what the trend of that search has been over time, and if there’s any related searches that are maybe breakout new topics, or that all of a sudden is getting a lot more searches for them.
So maybe you can use your industry, maybe it’s physiotherapy or remedial massage or maybe you know, whatever it is hairdressing, how to do your hair at home. Just search things that are related to your industry and your business and it should tell you what the trends are and you might be able to find some new topics that all of a sudden people are searching for, like we talked about earlier, boosting your immunity, things like that. So you can find out during this time what’s growing in popularity.
Josh: Yeah. So we actually found those statistics on Google Trends and you can do the same thing. Just put yourself in your client’s shoes. What would I search if I was a client who didn’t know, who doesn’t know anything?
The other thing is, if you are running Google Ads you can see search terms that people are typing into for your website to actually show up to. And those search terms may be different to the keywords that you’re targeting. So maybe grab those search terms and use them in the Google Trends tab to see how those trends are developing over time.
And so, we kind of moved from doubling down on what you currently have and then expanding to what people are currently interested in.
And the other thing is that you don’t necessarily have to use your content, particularly for social media. Share someone else who’s a leader in the industry. And when it comes to blogging, if you write a blog and get permission to link to someone else’s business, internal linking and external linking is massive for SEO! So that will definitely help. Just make sure that you get permission and you don’t plagiarize! That’s really bad for SEO!
So think outside of the box. How can you, like Pentel has asked you to be a guest DIY person on their social media, maybe if you’re in the health industry who is it, who is another health industry expert in your area that you can ask to be guests on your social media?
Josh: And it’s all through the lens of how can I help? Just because everything’s changed and some people have more opportunities, some people have less opportunity, it doesn’t mean that it all has to be about getting as much market share and getting as much profit as possible.
It’s about how can I help, and that is beneficial long term. Just as we’ve been speaking about in the last few episodes. So before we end, is there anything else that we need to discuss or is that it?
Em: I think that’s it today! I think we’ll leave them all the juicy bits for the next one.
Josh: Okay. So just a recap. Number one, address what your business is and isn’t doing and also along with that, determine what platforms you will post everything on, blogging, social media, Google My Business, all that. So number one was that.
Number two is helpful content. Provide value that’s dependent on your current industry. If you’re in the health industry, talk about health industry stuff.
Number three, listen to your customers. What do your current clients actually want?
Number four, start with your FAQs, so your frequently asked questions. I mean, if you don’t have any, ask people!
And number five, double down on what is currently working which you can see through your analytics.
And number six, use online tools to find out what people are currently talking about which you can use Google Trends for that.
So on the next episode we’re going to be talking about some copywriting tips. Everything’s changed and it does actually affect how you write. It does affect your copywriting strategy. And so we’re going to be talking about and sharing a few tips on how you can change your copywriting strategy.
See you then!