Are you fed up with creating content that doesn’t get read, downloaded or acted on?
Perhaps it’s a freebie that nobody downloads, emails that don’t get opened, social media posts that don’t get engagement, or website copy that doesn’t convert into calls or sales.
If this is happening with your content, do you feel frustrated or downright despondent, when you put so much effort into writing and creating?
No business owner should feel that level of plain hard work. You want to enjoy, even LOVE what you do. And I want that for you too.
If you’re anything like the clients I work with, you’re not ready to give up yet. You’ve got a fighting spirit and know there must be a solution to this mojo-zapping content struggle.
The thing is, you’ve run out of time and knowledge about what to do differently.
Well, no need to worry anymore! I’m about to share one of the top ways you can make your content work for you.
Have you heard about the concept: a business exists to solve a problem?
Even businesses like movie-streaming, luxury holidays, and family photography exist to solve a problem.
The phrase *solve a problem* might seem dramatic. Think about it as your service or product meeting a need that your ideal client or customer has.
They may not know what solution is out there yet. All they know is what they’re experiencing, perhaps struggling with.
They want something in their life to be different and that something in their life is the *problem*.
When was the last time you thought about the problem your business solves?
And hugely important – does your content talk about this problem?
All businesses solve a problem.
Whether you know it, or not – businesses like coaching, accountancy, hairdressing, counselling, meditation, all solve a problem for their ideal client or customer.
When you think about it, if they’re not talking about the problem their business solves, why would their ideal client or customer stop in their tracks to engage with their content?
And it’s the same for your business too.
If you don’t produce content that talks about the problem you solve, you’ll stumble over attracting the kind of clients and customers you want.
😬 Say for example, you’re a curly specialist hairdresser but you don’t have any content that talks about the frustration of taming frizzy hair.
🧐 Or you sell a skincare subscription box for women with menopausal and mature skin, does your content talk about the hormonal problems she’s experiencing that make her skin dry.
🫣 Or, for instance, you’re a fractional Chief Finance Officer working with SME businesses, but you don’t have any content that talks about the struggles of maintaining cash-flow.
6 reasons problem-focused content helps to promote your service or product.
When you create content which talks about the problem you solve it will help you:
✔️ Connect with your audience on a personal level and show you understand them.
✔️ Your business will become relevant to them and when they think about getting help, you’ll be top of mind because they know you understand their situation.
✔️ By talking about their problems, you’ll demonstrate your expertise which helps them to trust you.
✔️ You can use your content to educate them. By educating, you’re empowering them with knowledge that moves them forward towards your solution. And builds your authority and expertise in their mind.
✔️ A biggee here: By talking about the problems they’re facing, you create an opportunity to talk about the solution you provide.
✔️ And, ‘tho pretty technical, making problem-focused content means your blog SEO becomes more findable on Google. People are already searching for what you offer so make it easy for them to find you.
And a final, extra tip is to use stories in your content.
Case studies and testimonials that share what your previous clients or customers struggled with.
This can be great for products or services that create a real transformation in their life.
When people see themselves in other people’s stories, they feel understood, and are more likely to engage with your brand and buy from you.
The juiciest reason to offer problem-focused content.
Problem-focused content gives you a gigantic reason to put a clear call-to-action in front of them.
Like download your freebie, read a blog post that moves them along the buyer journey, book a discovery call, make an appointment, or buy your product.
Review your content to make sure it’s performing for you
Making sure your content reflects the problem you solve is essential to get your ideal clients and customers started on the journey towards working with you or buying from you.
However, if you’re super-busy and don’t have time to review your content. Or even if you do, you might not know what to look for.
The thing is, I’m betting you want to stop wasting time and money on content that does nothing for your business.
That’s where we can help.
With our Online Presence Audit, you’ll get fresh eyes on your content to pinpoint exactly where you’re making mistakes with your content.
We’ll review everywhere you’re online and send you a report with the actions required to make your content and online presence achieve your business goals.
The best way to stay in touch is to sign-up to our irregular emails!
They’ll pop into your inbox when there is something interesting to say.
