Here’s the content strategy you’ve been looking for in seven points:
1. What’s trending?
Go on to your favorite news service Apple News, YouTube (wherever it is that you get your news) to see what’s trending. We want to create evergreen content but we also want content that really is going to get a quick hit and draw people to our website. One of the best ways to do that is to see what’s trending right now.
2. What is your spin on what’s trending
If you’re a therapist that has a practice that focuses on depression, how can we weave that into this discussion? Or say you do couples therapy, could you talk about the couple’s dynamic or family of origin? No matter what your specialty is, you have a particular lens that you can contribute to a trending conversation. That’s going to help in a number of ways, because you’re going to get new audience members that look to you as an expert, and the news organization may even reach out to you to have you comment on that trending story.
3. Create the content about this
Create some content about the topic, it could be a podcast, Facebook live or a blog post. However it is that you are making content on a regular basis, make it quickly because those stories that are trending today, won’t be trending tomorrow.
4. Email your list
Email your list and maybe even talk about it on your podcast to get the word out about this trending story. You want to be seen as relevant and offering advice to help. If you don’t have a list, you absolutely need to build that email list so that you can be communicating with your potential clients and your potential followers as frequently as you feel would really suit their needs.
5. Retarget people
Retarget those people that didn’t open that email. They can get retargeted in an email, you may even want to try to have a different subject line or try the same one or do A/B test to see which one is opened more frequently. When you do this you’re trying to get more views of that content or more listens.
Look at the analytics of that particular article, did all of this actually make a difference? Did people share it differently than they’ve shared things in the past? Were they able to get in front of other people’s eyes because of this new strategy?
After you’ve looked at the analytics and you’ve seen what actually worked, you want to replicate that. Is it a particular celebrity that you wrote about that got people really got buzzing? Maybe it was a topic or how-to or something like that. Replicate what’s working rather than always creating something new. Also, do it in new formats, so if you did a podcast where it worked really well, maybe do a blog post, facebook live or do a video for YouTube. Take things that work and create new forms of content, because the person that watches a video is going to be different from the person that reads a long-form blog post.
If you want more resources just like this then subscribe to our YouTube Channel or check out my weekly podcast. Go take some imperfect action and get more content out there in the world, the world needs to hear what you have to say, you are an expert in your specific area.
Joseph R. Sanok, MA, LLP, LPC, NCC
Joe Sanok is an ambitious results expert. He is a private practice business consultant and counselor that helps small businesses and counselors in private practice to increase revenue and have more fun! He helps owners with website design, vision, growth, and using their time to create income through being a private practice consultant. Joe was frustrated with his lack of business and marketing skills when he left graduate school. He loved helping people through counseling but felt that often people couldn’t find him. Over the past few years, he has grown his skills, income, and ability to lead others, while still maintaining an active private practice in Traverse City, MI. To link to Joe’s Google+ .