#1 Reason Why You Don’t Publish and #1 Reason Why You Should

The number one reason you don’t publish is that you think you have nothing to say.

You think “it’s all been said before” and “why the heck should anyone listen to me“?

You get overwhelmed with thinking “where do I even start?” and “what would I write about“?

Have I been reading your mind?!?

Believe it or not, you DO have a ton to share.

The number one reason why YOU should publish is because no one has heard information from YOUR perspective!

Sure, almost everything has been written, theorized  and discussed but not from YOU!

You have your own experiences, filters, best practices, understanding of your business from a perspective that no one else has.

Consumers buy things because of some sort of emotional “pull”.

We want to know, like and trust the company or person we are buying from.

Sharing information from your perspective is important. It helps to build trust. It helps to breed familiarity.

And I know what your next thought is: “But I don’t have time”. Make time.

If you aren’t publishing content and keeping up with Social Media you will be left behind.

Your customers are using Social Media. SEO is depending more and more on Social Media.

Here are 5 top tips on how you can get laser focused on creating content:

1) Think about 12 different topics (minimum!)  

Pretend you are your customer and write about what you think THEY might want to read about (NOT about pushing YOUR agenda). What’s in it for them? Be personable, positive and and authentic.

• What’s a little known “secret” about your product/service?
• How did your product/service come to be?
• What charity work does your company get involved in? Why?
• Do you have “5 most unusual ways to use your product”?
• What behind-the-scenes stuff can you share? (Did someone bring their dog into the office? Did someone bake cookies?) It may not be on-topic for your strategic objectives but remember, you’re creating a personable relationship with your prospects and clients.
• Can you feature a client of the month? An employee of the month?

It doesn’t have to be a long dissertation every time. Seth Godin updates regularly and it can be a simple thought. But, he’s staying top-of-mind as a thought leader.

2) Schedule those 12 topics: Decide what you want to to talk about and when you’re going to share it.

This is otherwise called an Editorial Calendar or a Content Calendar

I’ve only started with 12 to keep it simple for 12 months. You’ll be surprised that you can then come up with more topics as you brainstorm for more “fun” ideas.

Build out more topics and keep ’em comin’!

3) Be sure the content is valuable – each and every time.

No one wants to hear “noise”. Make sure it’s educational, entertaining and ideally – engaging!

Remember, you’re trying to create a community where people are happy to return to over and over again for great information and perhaps a giggle or two!

4) Write killer headlines

Look at the front covers of magazines. What headlines are compelling?

• Top 5 tips to…..
• How to…..
• Why you need to…..

Why should people read what you’ve written?

5) Remember that each Social Media site has its own purpose.

Don’t always publish the same status update once and repurpose everywhere.

Think about how people will consume the information on Facebook vs Twitter vs Linkedin vs your blog.

Context is just as important as content!

• Facebook likes visuals – change up your cover image to reflect your latest blog post. Ask a question to get engagement, tell your audience to click LIKE
• Twitter likes conversations- can you change it up into a question.
• LinkedIn is all about business. Why is your post important to the business community.

If you’re doing it right, you’ll begin to notice a following. People will look forward to hearing what you have to say.

You do have a voice. You market and sell every day.

You are earning money because you have expertise that people want.

I heard this great quote once and it helped me to “let go” of holding onto my intellectual capital, which is “People don’t buy information, they buy implementation”.

Sure, we can almost always Google what we need to research but you hire someone to help you get it done.

Be the guy (or gal) that gives great information so they will buy your implementation.

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And if you find this content valuable, share it with your friends!

There are social buttons below that make it easy to share. As per #5, you may have to tailor the status updates to suit your audience.

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