If you feel confused about which direction you should go with your content marketing, it’s likely because you haven’t determined your “one thing.”
I’m currently reading the book, The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results
by Gary Keller.
While you’d have to read the book to really get it, the basic question to ask yourself is, “What’s the ONE THING I can do, such that by doing it, everything else will be easier or unnecessary?” This question can be applied to really any aspect of life or business.
Through asking myself that question, I’ve come up with “one thing” that I spend two hours on each morning before I start the rest of my work. That one thing fits with my overall life goals, and indeed, as I’m consistent in it, it will make everything easier, and certain things unnecessary for me.
But let’s talk about how to apply the “one thing” concept to content marketing.
First, determine what ONE THING you want to accomplish with your content marketing. Now granted, there could be several things you’d like to accomplish, but consider for a moment the number one thing, and make that your focus.
Here are a few possibilities:
Reduce marketing costs
Build a resource library for your clients
Test out ideas for a book you’re writing
Build a platform to be able to promote a book you’re writing
Sell online courses
The great thing is, you can accomplish many of these at the same time, but figuring out the one thing will help you focus, and ensure that the content you create helps you accomplish your one thing. This is a much more effective way to go about planning content, than using a shot gun approach.
Let’s take a look at a couple of the items listed above to see how determining your one thing could impact the content you create.
Using Content to Promote a Course vs. Using Content to Sell a Service
If you want your content to establish you as an authority so you can sell courses you create, you can give away a lot of information on how to implement your area of expertise.
As an example, let’s say that you’re an expert on Google Analytics, but you have no desire to handle Google Analytics for people. You just want to become known as the top Google Analytics expert in the U.S., and you want people to purchase your online Google Analytics programs. If that’s the case, you can use your content to clearly spell out in a step-by-step fashion, how people can use Google Analytics.
You won’t be afraid to give so much information that people won’t need you to execute, because you want them to do it themselves.
Now granted, you may reserve some of your information because you want that to be available only in your paid programs, but the bottom line is that you want to empower people to do the work themselves.
At face value, the content someone creates to sell Google Analytics courses may look very similar to the content someone creates who wants to provide Google Analytics services. The difference between the two is that the person who wants to provide Google Analytics services will provide a lot of good information on Google Analytics, but won’t do too much to show people how to actually implement it – because they want to do the implementation for people.
The Google Analytics service provider may write about things such as, “What is bounce rate?” but won’t necessarily reveal how they create the fancy reports that they provide for their clients. The person who wants to provide the service will give away enough information to establish their authority so that someone will hire them to do the grunt work.
The person who wants to sell the online course has no desire to do the grunt work, so the free content they provide may show people how to create the spreadsheet so that people can do it themselves. Naturally, the person who wants to provide services may write some content showing people how to do the tasks themselves, but that won’t be their primary focus.
Do you see the difference?
The idea here is that determining your “one thing” when it comes to content marketing will help you plan out your content in a way that moves you forward in accomplishing your most important content marketing goals.
What ONE thing do you hope to accomplish through the content you create? There isn’t a right or wrong answer here, so speak up and let me know your thoughts!