You’ve heard about this new thing.
Content marketing – it’s supposed to be great at building brands.
But you’re wondering if it’s for your business.
Should you even be content marketing?
Are there any great content marketing ideas for solopreneurs?
Let’s face it, as a solopreneur, you wear a lot of hats.
Ditto, if you’re trying to get a startup off the ground.
You’re your own branding expert. And videographer. And marketing expert. And social media specialist. And product developer. And tester. And graphic designer.
So when you’re being pulled in a million directions, you can’t waste your time trying out every new business fad—with no ROI.
You need a strategy that works.
And doesn’t break the bank.
Here’s how you do it.
- Content Marketing 101
- Why you should start content marketing— today
- 5 easy content marketing ideas for solopreneurs
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Content Marketing 101
So, what even is content marketing?
Every business needs an online presence.
And whatever business you’re in — whether you’re selling your services or a product — creating original, rich, keyword-optimized content is the key to standing out in a sea of ‘me-too’ clones.
Building a buzz around your brand with content
In other words: content marketing is building brand awareness in your ideal customer base.
You do this by telling the story of your business…with blogs, social media content, and videos.
Once you start creating great content that draws and builds an audience, you can take the next step and turn them into customers.Great content should educate, inform, or just plain entertain your prospects.Click To Tweet
And that’s it. Congrats, you’ve just de-jargonized ‘content marketing’.
Why you should start content marketing— today
If all this sounds like way too much work and you want to stick with traditional advertising, you should reconsider.
The Content Marketing Institute finds that content is one of the most effective ways to promote a business.
Internet users in the US spend 3x more time on blogs than they do on email.Source: HubSpot
In a survey by the Content Marketing Institute, 72% of marketers say content marketing increases engagement. In addition, 72% say it has increased the number of leads.
Content marketing vs. Traditional marketing
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
(DemandMetric, via Neil Patel)
In addition, businesses on Twitter see great content marketing ROI:
- 66% of people have found a new business on Twitter
- 69% of people bought something because of a tweet
- 94% plan to make a purchase from a business they follow
And what’s worse, traditional advertising methods can be costly and hard to measure. Not the ideal combo.
Okay, you’re convinced.
But where do you start?
This handy guide of content marketing ideas for solopreneurs – with examples – will help you get it all in order, without the overwhelm.
5 easy content marketing ideas for solopreneurs
1. Nail your elevator pitch
Who’s the best advocate for your business? You are.
You know your story inside and out, and you’re best suited to get your message out there to the people who need to hear it.
You need to be prepared to talk about your business—anytime, anywhere. Which is why you need a killer personal introduction, aka, an elevator pitch.
You may be thinking: “Wait, what?”
But the story of your business is also a bit of content—extremely important content—that you’re putting out there.
If you can’t hold someone’s attention when you’re in a face-to-face conversation with them about your business, you’re in big trouble.
So, what goes into a great elevator pitch?
- Introduce yourself and your company.
- Now, talk about your why. Why you started your business, and how it helps your ideal customer.
- Always, always tweak your story to fit your audience. Choose to include details about your business that will resonate with them.
- Keep your pitch snappy. If you’re talking in person, you’ll only have about a minute to really connect with the person you just met, so cover all the salient points while keeping them intrigued and engaged.
In short: Tell the story of your business so that anyone who hears it says, “Wow, tell me more!”
A solopreneur who does this really well is Sara Anna Powers, whose home page opens with her elevator pitch.
Sara starts by introducing herself with a concise elevator pitch, before moving on to the story of her business. It helps her ideal customer connect with her.
Learn how to write your own powerful Elevator Pitch – in 15 minutes. Check out this post for an easy breakdown + free template!
2. Start blogging
If you’re not blogging yet, you’re missing out.
Blogging is still the best way for you to promote your business. It’s an easy way to share what you know with the world and make a name for your business as an expert in your niche.
- Position yourself as an expert in your niche.
Choose topics that tie in with questions that your ideal customers are asking online.
Provide solutions to their pain points with your content, and watch your traffic grow.
- The most important thing when it comes to business blogging is consistency.
You can’t build an audience—and a brand—when you’re putting out new content only whenever you feel like it.
Your audience needs to be able to build expectations around your brand and you need to be able to meet them.
If you’re too busy running your business to worry about putting out a blog post every week, you can hire a freelance writer or a marketing agency to help you. A virtual assistant can make sure your posts go live at the scheduled times.
- Choose an angle and plan your blog around it.
Will you blog about what goes on behind the scenes at your company? Or will you share your brand story and talk about who you’re helping with your business?
Starting a business blog doesn’t need to be an intimidating experience. Sure, there’s a bit of a learning curve, but you can hire someone else to do all the heavy lifting for you.
Once you get started, the benefits will make it all worthwhile.
Elna Cain is a mompreneur who is so great at blogging that she’s built a business teaching other moms how to do it.
Check out her blog, Twins Mommy, to see how how her content is a great mix of informative posts (where she shares her knowledge, positioning herself as an expert) along with entertaining and lifestyle posts.
3. Get social
Thinking about getting started on social media can be overwhelming, especially since you may feel you’re already stretched in a million directions.
But if you aren’t yet on social media, you’re missing out—it’s one of the best ways for small businesses to connect with potential customers.
When you’re posting for your business, remember:
- Talk about your purpose, why you started your business.
- Remember that all your posts need to speak to your customers’ values, their likes, and loves.
- Give your audience a peek into what goes on behind the scenes at your business, and you can create a bond that will make them sell your products on your behalf.
- Let your brand personality shine.
Be consistent and authentic in your posts, and you’ll turn customers into fans.
A solopreneur who is truly the ‘queen’ of “What you see is what you get” on social media is Wendy Porter.
Her Instagram account, Crowned4Success, is full of sass, tough love, advice and inspiration for the ladypreneurs out there.
Wendy makes sure that every post is true to her brand personality and she shares useful content that her followers are looking for – which is why she’s got 94.2k followers!
4. Leverage customer testimonials
Testimonials and reviews are a great way to establish credibility and gain your customers’ trust.
Real customers talking about your business, in their own words—it’s pure gold.
Social proof is a game-changer for savvy small businesses. And the best way to do this is through video.
Research shows that visual content is 40 times more likely to be shared compared to other types of media.
Here’s how you can take advantage of the power of video marketing:
- Make sure the center of your video is a real human telling their story on screen. It keeps your testimonials interesting and relatable.
- Be sure to include specific product features or benefits in your testimonial.
- Keep it short, and simple, and your videos will help you generate leads and boost sales.
A solopreneur who is killing it on Instagram is Alex Tooby, who consistently posts content that her followers love.
Alex includes testimonials from her students as a Story Highlight on her profile, sharing real, concrete examples of how her products have helped her customers.
By sharing screenshots of her customers gushing about her courses, Alex makes it easy for her ideal clients to see the tangible benefits of her products.
So, if there was a potential customer who was on the fence, this might be the nudge they needed to take the plunge. Smart!
5. Find your influencers
Influencers are a powerful tool in your marketing arsenal.
(Yes, even if you’re only selling services.)
You may be wondering: “But, does my business really need influencers? I’m not a clothing brand. Or a lifestyle brand. Why do I need influencers?”
The people you want to reach may be on social media, but building a brand online takes a lot of time and work. An influencer already has the attention—and the trust —of your ideal audience.
The trick is to find the influencers who are the right fit for your brand.
Because the value of influencers isn’t in their follower count. It’s their ability to speak directly to an engaged, attentive audience, ready to learn about your brand.
Consider reaching out to micro-influencers and nano-influencers in your niche, social media stars who have 10,000 followers, or less.
If you can’t afford to pay your influencers (yet) then consider giving away your product or service in return for a mention on the influencer’s social network.
You can work with your influencers to have them include your messages as sponsored content in their blogs, videos, or social posts.
Whatever you choose to include as sponsored content, you need to have a clear goal in mind.
Are you looking to create a buzz around your business and build awareness of your brand? Or do you need to generate leads and boost sales?
Whatever you choose, develop your sponsored content to meet these objectives.
Check out how Indian authors are reaching out to a wider audience of booklovers by tying up with Books on the Delhi Metro.
By collaborating with the Books on the Delhi Metro team, authors can increase awareness of their books and reach a greater audience – just by giving their book away for free!
Content marketing, if done well, can be an inexpensive and cost-effective way to market your startup or small business.
As your business evolves, you can take on other ways of online and offline marketing—but a solid content marketing strategy will always be the foundation you use to boost your online visibility and grow your business.
Are you planning to use these content marketing ideas for solopreneurs in your business?
Have you seen any great content in your niche?
Go ahead and share your thoughts below, and let’s get the conversation going!
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