In this Vlog Grant explains that although you have to create content which provides your audience with value, you also have to create content which links back to the purchase journey.
Are you getting paid for the number of views on your website? Like the BBC, you need to engage your audience. However, unlike the BBC, you're not going to get paid on viewing figures alone. Although you have to create content which provides your audience value, you also have to create content which links back to the purchase journey.
How do you do that? What you need to do is write down the big challenges your customers and prospects will have and which you can solve. Then need to make sure that every piece of content you create links back in some way to those challenges.
For example, a recruitment agent might write down some of the challenges they solve for their customers. They can't find the right clients. They haven't got time to look. They don't know how to select the best talents. Looking at those challenges, the sort of content they might put together will be a market update detailing the sort of talent available in that marketplace at the time. How to read a CV quickly so people can get through it. Finally, some interview techniques, how to select the best talent in an interview.
By ensuring your content, however esoterically, is always linked back to some of the challenges that you solve. You make sure that not only is there value for the customer, but they can always be a call to action, and it's always linked back to the purchase journey.
While everyone does need to attract an audience, hundreds of thousands of views is useless if no one actually buys anything. Therefore, you need to ensure that your content creates the opportunity for people to make a purchase.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English