Welcome to The Rachel Kurzyp Show.
We make content creation and content marketing way too complicated. While it is a creative process, it’s more formulaic than anything.
Which is why today on the show, I want to talk about the 7 types of content you need to be sharing if you want to convert followers into clients. My hope is that by sharing the 7 content formulas you will be able to create content that resonates with your dream clients in half the time, leaving you to focus on what matters most – building personal relationships with them.
No matter your industry or business type, there are 7 types of content you should be sharing if you want to convert followers into clients.
They are:
- Your story
- Behind-the-scenes
- How-to posts
- Inspirational
- The big sell
- Industry insights and commentary
- Community-generated content
Let’s look at each one and content examples for each.
Content type #1 YOUR STORY—
What does your audience need to learn about you so they can start building a connection with you and see you as the person who can help them?
It can be challenging to write and talk about yourself. But remember, you only need to share content that is relevant to your audience, the problem they have, and the transformation they need to go through.
This means you don’t need to talk about painful childhood memories, the piece of banana cake you ate for breakfast OR share images of your partner and children if you don’t feel comfortable.
What you do need to share are things like your values, business goals or mission, evidence of your authority (university degrees, years in business, etc.) why you started your business, the problems you’ve faced and how you overcame them.
FOR ME, THESE ARE THINGS LIKE…
- I’m a copywriter, marketing coach, speaker and teacher, and I’ve blending who I am with whatI do for over 15 years
- I started my business because I was desperate to say goodbye to my 9-5 office job that was running my life, sapping my energy and killing my creativity
- I believe you should show up even when you don’t feel worthy or ready
- I nearly didn’t become a writer because I believed a university lecturer when they said I was never going to make it in the industry
Content type #2 BEHIND-THE-SCENES—
What do your dream clients need to know about your business to trust that you can get them the results they desire?
Sharing insights about your processes, ways of working and how you create your materials, products and so on, is one of the easiest ways to humanise your brand and prove you can do what you say you can.
Behind-the-scenes content feels genuine because your followers can see who you are, how you sound, and how you act in the moment, under pressure and with other people.
The only things you need to be mindful of include permission to share content if it’s an end product for a client, people’s privacy if you are sharing pictures of you at a workshop, and that you don’t share any sensitive information about your own business like financial information. If in doubt, ask.
I SHARE THINGS LIKE…
- Images and feedback from students who participate in my workshops
- The application form I created on my website for my coaching program
- The process I use to come up with names and prices for my clients’ signature services
- The key takeaways I learnt from attending an industry event or festival
Content type #3 HOW-TO POSTS—
What could you teach your audience that would allow them to have a quick win and see the value of your services?
How-to posts are a great way to show your areas of expertise, offer a bite-sized serve of your skills, show the impact you can get for your clients, and break down beliefs that have been stopping your followers from working with you.
A great place to start is to create teaching posts that help your audience do the 1-2 things they need to have ready before they can start working with you OR to help them uncover a problem they didn’t know they had.
I HAVE SHARED THINGS LIKE…
- How to use voice messaging on Instagram to start building relationships with your dream clients
- How to write a read-me-now headline and killer call-to-action
- The ways I dream big in my business but also stay focused on the present
- How to get in the brain of your dream client
Content type #4 INSPIRATIONAL—
What experiences, thoughts, dreams and ideas do you have that your clients want too?
The best proof that your services and products work is you. People buy from people they admire and who have the qualities and lifestyle they want. So the easiest way to prove that your dream clients can transform their life too is to show how you’re living your best life.
The best inspirational posts are the ones that share your personality; are linked to your values, beliefs and goals, and prompt a different way of thinking or feeling about a topic, action or situation.
FOR ME, THESE ARE THINGS LIKE…
- How my business supports my creative pursuits including writing my memoir
- Screenshots of my coaching clients killing it in their business
- Taking time out of my workday to attend events and hear from leaders I admire
- Why working in my PJs from my home office feels like success
Content type #5 THE BIG SELL—
How often are you pitching or talking about your services in your content?
People can’t buy your services and products if they don’t know what you’re selling. You need to
get out there and talk about how your clients can work with you at least once a week (2-3 times a week is best!).
Your fear of being salesy and spammy is unwarranted. If your community is growing on the daily, you need to let new followers know the details of your programs and the transformation you can offer. And it often takes hundreds of posts talking about you, your services and how you help before people hit the buy now button.
You can’t avoid the big sell, but that doesn’t mean you have to be the one selling all the time. Mix up sales posts with client testimonials, screenshots that show the results your clients are having, case studies, and peer and community endorsements.
I HAVE SHARED THINGS LIKE…
- Client testimonials that highlighted my working style, how I make my clients feel and why they decided to work with me
- Other marketing coaches’ feedback on my coaching programs
- Screenshots of DMs between me and my client as they practise their sales pitch
- Long pitches about my online Create Content with Confidence eCourse
Content type #6 INDUSTRY INSIGHTS + COMMENTARY —
What insights, learnings and questions can you share about your industry that will build your authority?
It’s rare that someone will become known only for what they sell. In most cases, it’s people who are leaders that attract the most followers. Your dream clients won’t naturally gravitate to you if you have nothing to say about your industry, profession and the world at large.
This doesn’t mean you need to be advocating for world peace every day (although you can). Instead, you should choose 1-3 topics that are present in your industry and profession that you either agree or disagree with.
It helps if you choose topics that relate to your story and your business, but you can also choose topics that directly impact your dream clients like affordable housing, gender-neutral toilets or recycled clothing.
I HAVE SHARED COMMENTARY ON…
- Why our clients aren’t always right
- Why I don’t believe that 24/7 positivity is healthy or sustainable
- Burnout is a rite of passage, but it shouldn’t be
- How money and monthly incomes are used as a marketing tactic
Content type #7 COMMUNITY-GENERATED CONTENT—
How can you turn your dream client’s questions, concerns and ideas into content that will help and inspire them?
Want to know the fastest way to attract your dream clients? Create content that answers their questions and solves their problems. Community-generated content is a great way to invite your audience to participate in the content creation process.
Not only will you be able to learn more about your dream clients, but they will also have a stake in the service or product, increasing their chance of buying it.
You can find out what problems your clients are facing and what questions they want to be answered by creating a poll on Instagram, sending surveys, reading the comments in Facebook groups and seeing what search terms are being typed into Google.
I HAVE SHARED THINGS LIKE…
- How to provide more opportunities for clients to share their stories with us
- What Netflix shows to watch when people are having a self-care day
- How to see your byline in your fave publication (this also ended up being a community generated workshop)
- Why juggling personal life with work commitments is hard on my mental health
So there you have it, my 7 content formulas that when used on the regular will help you attract your dream clients, increase your visibility, position you as an expert and support you to invite your clients to work with you.
And because I know many of you love taking notes while listening, you can download everything I’ve shared today in one handy guide by heading to rachelkurzyp.com.au/7contenttypes. I even provide before and after post examples so you can see how easy it is to apply what I’ve taught you.
Thanks so much for tuning into today’s episode.
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