This is a true statement. Google does not create content. Did you ever stop to think about that? We all know that content is king, but I bet you only looked at it on the marketing side. Google relies on all of us content experts to provide quality content so people doing searches will find the answers they are looking for. It is why Google is in business.
With this added responsibility many small business owners can feel a bit overwhelmed. Or they just don’t know what to write about. Or maybe they are thinking, “Who cares about what I know.”
What should I write about?
Let’s examine the big question – what to write about. The first thing to remember is that you are the expert. You know more about your industry than anyone out there that is not in your industry.
Take 5 minutes right now and jot down as many questions that your customers or clients ask you on a daily basis. If you take longer I bet you can come up with 50. Go ahead, you can do it!
Great job! Now, pull out your calendar and block out 90 minutes on two days next week. During the first 90 minutes, you will create titles for articles out of those questions. If someone is asking you these questions by phone, or while standing in front of you, then a lot of other people are doing a Google search to find that same answer.
On the second day, spend your 90 minutes writing out answers to as many of those questions as you can. Write as if you were talking with the person who is asking. Put in your own personality. If you are not comfortable writing, then record your answer and hand it off for someone to type up for you. Try to have at least 400 words.
If you come up with 50 questions and answers, and you post one per week, there is a year’s worth of content for your blog! So keep jotting down those questions.
There are many ways to create content. Maybe you are comfortable in front of a camera. You could record the answers and visually show what you are sharing if applicable. Or maybe a checklist will work. Think about how it will best answer the question.
Now block out 90 minutes twice per week for the next quarter and stick to it!
Creating larger pieces of content
Google also likes us to create larger pieces of 1,000 words or more. This is content that will greatly benefit your ideal customer/client and be worthy of sharing. Maybe yours can be turned into an eBook or whitepaper to use for lead generation. Or maybe it can be used as a guest blog on an authoritative site in your industry. Whatever it is, make sure it is genuine and not just regurgitated information.
Here are some tips to use when planning this larger piece of work taken from the field of journalism. Remember the Who, What, Where, When, Why and How?
Write one or more paragraphs that answer questions such as:
- Who will this benefit?
- What exactly is it?
- Where has it worked before?
- When can I use it?
- How does it work?
Your industry and topic will determine the actual questions, but start with a question and then supply the answers or solutions. Before long you will see that you have at least 1,000 words.
Who cares about what you know?
Everything you write should be directed at your ideal client or customer. Who is it that you are trying to attract? What questions are they asking?
By creating this content you are positioning yourself as the expert in that field. And if you keep providing content, you will become the go-to person when that ideal person is ready to buy.
The best thing to do right now
Open up your calendar again and make sure you have 90 minutes blocked off twice per week to create your strategy.
It is simple – the more content you have out there, the more opportunities to be found and ultimately turn those readers into customers.