Episode #247: Pillar Series – Creating Great Content
TAYLOR BRADFORD: You are listening to episode number 247 of the Boss Girl Creative podcast. Today I’m talking about pillar number four in my 8+1 Pillar series, which is all about creating great content. Onto the episode.
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Hey everybody, welcome to this episode of the Boss Girl Creative podcast. I’m your host, Taylor Bradford. I’m excited that you’re here. We are in pillar number four this week, which is all about creating great content. I’m just going to dive right into that.
So creating great content, writing great content that rules over your competition is really not that easy. There are some things you need to be doing in order to do that. The average reader spends about eight seconds on our websites searching for that thing that they are needing help with, and they’re scanners as well. They’re scanning for that answer before they actually dive into the content itself. So it goes without saying that creating engaging, valuable content that helps your ideal reader your ideal client or customer is incredibly vital. And we’re just coming off pillar three, which was all about figuring out who your ideal client is who your ideal reader is. And so if you haven’t listened to that episode, I’m going to encourage you to do that. Actually, I’m going to encourage you to go back with pillar one. and work your way forward because we are building a business foundation, or we’re rebuilding that business foundation so that you can be successful. Creating great content is pillar four, and creating engaging, valuable content is vital to this whole process. So in order for you to increase your traffic and your revenue, your content has to be king. The higher quality the content is, this is going to increase your success in getting your ideal reader your ideal customer to spend their money with you.
So what is good content writing? The key is your audience. And if you haven’t, like I said, Listen to pillar three, you’re going to need to go back and do that because it is all about your ideal audience and how your content is taken in by them. Because let’s be real. If your content fails to attract your ideal reader, then there’s no real reason to write, like, legit, don’t write just to fill the space. So here’s a really great exercise for you. Think about the best movie that you’ve seen lately. Why did you like it? Was it the special effects? Was it the musical score? Was it the storyline? Was it the topic? Was it a combination of all of those things? That’s what your content has to provide your audience. It consists of creativity. It consists of SEO. It consists of consistency, and it consists of purpose. Really great content is a combination of all of those. So we’re going to talk about eight keys to really super-awesome content.
Key number one is keeping an audience focused. Your content, you’ve got to write relevant and helpful content that puts your ideal customer first. If you can do that, then you’re going to be successful. So how do you do that? What is your audience’s pain points? What’s your customer’s pain point? You’ve already done that in pillar three, so you know this, you know how to answer this. So, I want you to write based on that, but I also need you to research your competition. So this is called a competitive content audit. I need you to know what your competition is doing. It’s going to help you understand where you may fit in the marketplace. It will also help you focus in on how you can be different and how your voice can stand out in a sea of noise.
So who is your competition? And how are they positioning themselves? What’s really cool in Google Search Console is when you’re looking at a keyword phrase or a keyword that people are finding you in search engines, you can actually go out in search. Using the little, there’s a little button that you can click next to that keyword or keyword phrase, and it’s going to actually bring up that search and show you who you’re competing against. This is a really great way for you to keep your eyeballs on the competition and how they are presenting themselves to your ideal market. If you’re not actively doing competitor analysis, you have got to start doing that. Because here’s the thing, communication with your audience is the key. But it’s got to be the right communication.
Number two is being dynamic. Offering different types of content for your ideal customer, whether that’s through news that you’re wanting to share with them, the latest in your industry, whether that’s through your blog, whether that’s through case studies that either you participate in or you have your customers participate in your ad copy. And it’s the products or services that you’re putting together, whether that’s ebooks or courses or what have you.
Number three is it’s got to be expertly written. Now, I’m not saying you got to go out and be an English major. I’m not saying that at all. You definitely need to be on the level of speaking and communicating appropriately with your client with your ideal customer, but it doesn’t necessarily need to be like English grade level. Like, I don’t speak English grade level, I don’t write English grade level, but that’s also not part of my brand, so that’s a part of this as well. I’m not saying I want to be inefficient in my writing or in my communication style, but I also want to be as navigatable as possible when it comes to the content that I’m sharing. So I need you to still do your research when you’re about to write a blog post or ad copy or whatever it might be. And I need you to follow through on making it as robust as possible because remember; content is still king. But you don’t need filler. There’s no purpose in the filler. So be knowledgeable in your content writing, but also be conversational. Again, we don’t have to be English majors over here.
Number four is making it readable. Super, super easy to read and consume. Because I mentioned at the top that people are scanning for the answer. They’re scanning your content for the answer. Our attention spans are super, super small at this point. So you need to be providing it in a way that’s readable and consumable and needs to be engaging and needs to be active voice, definitely proofread it to make sure it’s flowing properly, and there’s no crazy typos, but there’s also got to be a clear structure behind it.
Number five is it’s gotta be creative. What does your headline say? Now, I don’t want you to be to clickbaity, because that doesn’t really work long-term. But I need it to be very efficient and effective in capturing the attention because the sea of noise is so great. So I need you to be creative when you’re coming up with your headlines to your articles.
Number six, I need you to be consistent. And I don’t just mean, and how often you’re posting, I mean, in your voice and your focus. You’ve got to provide what your audience needs, and you’ve got to be consistent in those efforts. It’s kind of like this one. One time I was following a beauty blogger, and she ended up becoming pregnant with another child, and she started to swing her focus more towards motherhood when she been a known beauty blogger for a really long time. It’s very similar to recipe bloggers. If you have a go-to recipe blogger that you’re constantly getting your dinner ideas from and then all of a sudden, they do a complete 180 pivot on you, and now they’re talking about fashion, like, you’re going to go find another recipe blogger. You want to stay consistent for your readers. And I understand that sometimes in life, we need to pivot in order for our creativity to stay at a certain level, but know that you’re going to detract that ideal reader when you do that. So if you are a long-standing recipe blogger, know that when you start talking about fashion, you’re going to lose some of your audience because that’s not what they’re there for. If you’re a long-standing beauty blogger and you start talking about motherhood, yeah, you’re going to lose some of your people. And you can’t be upset about that. You just have to take that with the punches of life. So stay consistent, because that’s what your audience is looking for.
Number seven is your SEO, your CSS, and your HTML. Like, all of that’s got to make sense for you. Now, I’m not saying you need to go out and teach yourself all these things if you’re not, like, really comfortable with them. However, if you don’t have a basic understanding of at least SEO, then you’re going to need to get comfortable just showing up on page four of Google. Let’s just be real. I can help you with your SEO. I have a course on SEO. You can get to it by going to bossgirlcreative.com/SEO and buy the course. It’s going to give you that basic knowledge and understanding on how to write for the Google robots. If you don’t have like I said, if you don’t have that understanding of just the basics, just don’t expect to show up on the front page of Google or even the second page of Google. Just get comfortable sitting in the high nosebleed section.
And finally, number eight, you have got to have content that’s also social media-friendly. There’s this magical thing called Facebook, called Instagram, called Twitter, called Pinterest. None of them do we have control over, but they are still magical in and of themselves because they are allowing us to connect with audiences that we wouldn’t necessarily be able to always connect through Google. I need you to understand that social media is still very, very important in your content strategy. And your content has to attract through those platforms as well. It’s magic. It allows you to help to personally connect with your audience.
So those are the eight key components to creating super great content. Now, I’m going to challenge you to start doing that if you haven’t already, but you’ve got to start with those first three pillars, especially pillar three. But all of this is going into the structure of building that business foundation that you need in order to be successful. I know this was a really quick episode, but we really were just diving into the nitty-gritty of creating great content. And through this pillar series, there’s going to be a lot of action-taking that’s going to be needed. A lot of homework that’s going to be needed, and this is a great time at the very beginning of a brand-new decade to start getting that stuff figured out or re-figured out.
I will be back next week with pillar number five in this series. And until then, I hope that these pillars are starting to make your brain think in a little different way. Because I do want you to be successful. I do want to see you grow. I do want to see you create that business of your dreams, that blog of your dreams, and we can’t do that without a strong foundation.
Until then, again, thank you shout out to today’s show sponsor, Gusto. Again, visit gusto.com/bossgirl. Test out a demo. Try it out for yourself. Get three months free once you run your first payroll. And yeah, you guys next week, pillar five, we’re getting close to the end. We’re about halfway there, 8+1. So until then, I hope you have a great rest of your week, and I will be back next week. Bye, guys.