Imagine, if you will, a trumpeter who doesn’t play the trumpet.
Or a guitarist who refuses to play the guitar.
Sort of ridiculous, isn’t it?
A Professional musicians “product” is the making and sharing of music.
As a Coach, Author, Thinker, Teacher, Whatever, what’s your “product”?
I’m going to go out on a limb here and assume that your objective in your career as a “helper” is to help people affect change in their lives. And the way you do that is almost assuredly with words.
There may be more to it but, as humans, we will always come back to words in some capacity.
Your aria, your opus, is your content…
Just as the musician must be heard, must get the music to the people, so must you get your thoughts to them.
When’s the last time you bought a song or CD (do people still buy CD’s?) without first having heard the music?
Probably never, right?
So why would you expect anyone to pay you to help them relieve their particular challenges without having heard your aria?
Some people just hate to write. Those people won’t blog but can do wonders with video.
Some people can’t stand the sound of their voice or the cut of their jawline. Those people won’t do video or audio but can tear it up with blogging.
Some people just can’t fathom the idea of gathering their thoughts and delivering them to an audience. Those people, frankly, might want to consider another line of work.
I realize that might sound acerbic but what would you say to someone who called themselves a musician but couldn’t play a note?
Not Just Content, a Content Strategy
Yeah, I know, I’m just making it worse.
But, I promise you, I’m also making it better.
There’s little point in just randomly putting down your thoughts in a blog or vlog.
Rather, taking the time to understand your ideal client and the stages of their buying intent can inform the type and frequency of content you produce.
To illustrate what I mean, let’s look at someone who wants to learn music.
At the very earliest stage of their journey, they might conduct a search for “how to play music”
A bit farther down the path, they might decide they want to play the piano and so will search for “how to play the piano”.
Even further still, they may decide they want to play a certain style of piano and so may search for “boogie woogie piano”.
Now, if you were a violin teacher, you might get very excited when someone finds you online with a search for “how to play music” but your energies would be completely wasted on that person.
If, however, you were a Boogie Woogie piano teacher, you’d strike gold if you could get that person to find you at the exact moment they decided that’s where they’re focused, and manage to connect with them in a way that jibes with their worldview.
Now Let’s Create a Content Calendar
Now that you know the type of content you need to create, you have to do so consistently.
You really would do well to see it as a vital function of your job to create x number of content pieces per week, aimed at people on various steps of their buying journey.
Let it be known that there’s no such thing as too much content. There certainly is, however, too little.
An example calendar might be three pieces per week, each aimed at a different step in the buying journey.
They can be created throughout the week or all at once, say on Monday, and dripped out over the week.
Each person will have a method that works for them. The key, however, is consistency.
As a helper, you’re likely all-too-well acquainted with the human tendency to put off things that are challenging, eventually getting so far away from where you put them down that you may never pick them up again.
That’s a huge part of the function of consistency in content creation. Let it become a vital part of your job and you’ll never “forget” to create content this week.
You may just create your Magnum Opus, my friend.
If you’d like to discover how to find your ideal client, where they are, what they want, how they want to hear from you, etc, download the Customer Avatar Guide.
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