Content marketing… Who’s coming with me?

maguireI have a secret. Kind of a shameful one.

But we’re among friends here, so I don’t mind sharing it.

Ready? Here it is.

My website content sucks.

I’ve got this blog. A Services page and an About page. And an email series called the Copy Trap.

And… that’s it.

I can hear you now. “But… You’re a writer! You’re supposed to be better than everybody at this!”

(I know, I know. Lecturing is my job, remember?)

In my defense, I don’t just write my own content — I write everybody else’s, too. Constantly.

And when I’m behind on a deadline, the client comes first… “Write e-book and landing page about content marketing” tends to get pushed to the bottom of the to-do list.

You understand, I’m sure. How many times have you told yourself “OK, this month I’m finally going to start my redesign,” only to spend that time working on somebody else’s site instead?

It’s reality. The entrepreneur books will tell you that you need to balance working in your business with working on your business, but it’s hard. Working with clients pays the bills, after all.

But when you realize that your own website creates the opportunities that lead to the jobs that pay the bills, you start to see why you can’t just push working on your business to the back-burner.

Someone for whom I have a great deal of respect once told me that to succeed, you need to occasionally take the time to treat yourself like a client. It’s good advice.

And it’s why I’m going to go hardcore on content this year. (For a guy who once taught a course called “Upping Your Content Game,” it’s about time.)

This is it. My Jerry Maguire moment. It’s time to make my move.

I’ve done the planning already. I know who my customers are. I know what challenges they’re facing. And I have a pretty good idea of whether or not I’m addressing those challenges with my content — where, in other words, I’m bang-on, and where I’m letting readers like you down.

Now by this point you might be thinking to yourself, “Hey, I can do that too.”

Good. My plan is working.

So if you’re playing along at home, and I encourage you to do so, here are the kinds of content that work for companies like yours and mine that are trying to attract business customers:

  • Blog posts
  • Case studies
  • Charts
  • Checklists
  • E-books
  • Email newsletters
  • Email series
  • FAQs
  • Guides
  • Infographics
  • Slide decks
  • Tip sheets
  • Tutorials
  • Videos
  • White papers

(Hat tip to IMA’s Inbound Marketing Blog; the list above was inspired by a post of theirs and adapted based on what I’ve personally seen work for micro-businesses.)

There are 15 different kinds of content in that list. I don’t know if I’m going to create all of them, but I’m certainly going to take a long, hard look and decide what makes the most sense. You can too.

But I’ll go you one better. Because I’m a writer, and because I enjoy teaching in this space, here’s the interesting part… I’ll also be blogging about them.

Stick with me this year and we’ll go through all of the content types on that list. You’ll learn as I learn about what works and what doesn’t, and get tips along the way about how to create the ones you choose.

Heck, I might even throw a challenge or two in there. (Hands up… Who wants “Write Your Email Series Month”?)

So yeah, I’m going hardcore on content.

Who’s coming with me?

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  1. Tim Roberts says

    Very true and it’s definitely very hard to put into practice…you don’t even want to know how long the new version of our site has been in the works/done…but is still not launched.

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