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What are the important aspects of that content that you have to consider?
Video length: 2:16
Dave Harries: Grant, when we’re talking about content, which is obviously fundamental to a lot of digital selling, what is it that’s … What are the important aspects of that content that you have to consider?
Grant Leboff: I think the biggest mistake that people make and then their content isn’t effective is you have to produce content of value. That’s an absolute given because if it’s not valuable to the audience, whether it makes them laugh, cry, gives them insight, doesn’t natter, but if it doesn’t have value they’re not going to engage with it, they’re not going to share it. Inherently, just giving them value will work for them but does it work for you?
That value that you’re giving ultimately you want it to tie back to your value proposition, to what you do. Even if they not going to buy it today, ultimately you’d like quite a lot of them to buy it sometime. The thing to do is this. You have to ask yourself, “What are the challenges that my customers have that would lead them to me?” What that uncovers is the buying motivations.
Let’s say you’re recruitment agent. You might say, “I can’t locate the fright talent.” How am I going let talent in a cost effective way? How do I make sure I recruit the right type of people? How do I retain those type of people? These might be the challenges that you’re writing down. You could choose lots and lots of different types of content all around those types of subjects.
For example, “How do I retain the right people?” You could have a whole thing about how you motivate stuff, how you incentivize stuff, how you reword stuff and that can be podcast and videos and interviews with other experts. You can see how this plays out. You can create lots of content underneath that challenge but fundamentally you understand the challenge that content addresses because that’s a core motivation that your buyers have.
In so doing you make sure your content is always relevant to what you do and effective in terms of being interesting in the buying journey. If you don’t do that the danger is that you are content that doesn’t mean anything or content that entertains or means something to the audience but doesn’t actually help you in engaging them to get them into a purchase at some point.
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