What is the secret to great content? 3 tips to making content that brings in clients and revenue
It’s not theoretical - the right content can truly catapult your business. If you think about content correctly (what types you should make, what the formats should be and what the content mix is) you can attract clients, grow revenue and supercharge your business.
I was asked this question by a real estate agent because I’ve been consulting for more realtors lately. He and I were chatting about how a strong digital content plan - analyzing and executing content across video, podcast, blogs, public relations - can supercharge a real estate agent’s business! And these lessons apply to any professional! My clients who are realtors, lawyers, CEOs all have seen exponential growth in client leads when applying these lessons.
From 15 years in journalism and marketing - including a decade as a news producer, launching the video unit for Us Weekly and doing branded content at PopSugar and Netflix - here are my secrets to using content to grow your business:
Show up on camera
If you’re trying to land clients and business, simply showing up will grow your business. To attract clients, video helps build relationships by showcasing your personality, your working style and YOU! Podcasts are also an intimate way to introduce yourself to potential new clients and customers (people listen on commutes, and you’re physically in their ear!). And remember that nearly every single social media platform is prioritizing video so you’re putting yourself and your business at a huge disadvantage if you're not creating short-form social media video content.
Be authentic
Don’t try to be someone else, use your natural voice and write how you talk. The key to great social content is about being real, natural and confident. It used to be that appearing on-camera was only for broadcasters or actors but we all (normal regular folks like you and me!) have the opportunity to grab a larger audience by putting ourselves out there. See how I said ‘opportunity’ vs ‘obligation.’ It is a business opportunity.
Still not sure? If growing your client base or revenue is a business goal, You have to rethink whether you’re willing to be on-camera. You’re losing out on a larger possible pool of clients.
Turn 1 piece of content into 10
I think of it as ‘squeezing all the juice from the orange.’ If you already spent the time and money to make a 1-hour podcast or a 7-minute video, think about all the other ways you can use it - across video, photo, graphical or text content. Some smaller ideas: pull a quote, create a graphic, edit down a 10-second video for Instagram Stories, cut a 1-minute video for LinkedIn, or write a blog post. It’s more time effective to cut your longer video content more than starting from scratch.
Here is an active example of that:
-I created this podcast episode where I interview Rebecca Minkoff. I record the podcast in video and audio. That episode became a LinkedIn video about how big to grow your business, several Instagram Reels with different styles and a blog post.
Need help figuring out what YOU should be doing? There is no “one size fits all” strategy so click here to schedule a meeting with me if you’re serious about growing your business with amazing content.
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