Hey friend,
When people talk about content marketing, certain words get all the hype: engagement, SEO, conversions.
But there's one "F-word" that will transform everything
about how you approach content creation—Focus.
Yes, focus.
When you're writing words you intend for other people to read, you have to consider more than WHAT you're saying. You have to consider HOW SHARPLY you're saying it.
The world is cluttered with messages and noise, much of it coming from
people who do NOT focus.
What should you focus on?
As I've written before, focus your content on the problems, hopes, and aspirations of your ideal client. Doing so can make all the difference between having content that's seen and having content that resonates and moves people to act.
Here are three areas
where focus is a secret ingredient, and how to use it.
1. Targeted messaging
When you focus your content, you speak directly to ONE segment of your audience, addressing their specific concerns and creating a deeper connection.
In an earlier email, I talked about figuring out "use cases" or "jobs to be done" for your audience. It's important because if
you can pinpoint the exact things people use your products and services for, you can create specific content around those use cases.
2. Streamlined strategy
Focusing helps you prioritize your efforts on what truly matters so you're not spreading yourself too thin across too many topics or projects or platforms.
I know you're with me on this one!
How many times have you felt your head spinning because you figured out ALL THE MORE THINGS you need to do.
It really does help to focus. For instance, over the last two weeks, Craig and I have been working like mad to launch our ebook development and LinkedIn ghostwriting services. I spent an entire 10-hour day not reading email or task-switching and just writing, writing, writing to get
it all done.
I was productive and proud!
The results are almost ready to share... Stay tuned!
3. Better results
With focus, every piece of content has a purpose, which means you’re more likely to see improvements in engagement, SEO rankings, and conversion rates.
Focus trickles
down, and then back up to fill your wallet with sales!
But don't just feel happy because you improved your content through focus.
No matter what platform you're using — AWeber (my email marketing system), Moxie (my client management system), or LinkedIn (hit me up over there!) — dig into the results once in a while if you don't do so already.
(Note: The links for AWeber and Moxie are affiliate links, so if you click and sign up, I'll earn a small commission.
You may get some goodies, too. Know that I only recommend products and services I use and love.)
Need help figuring out how to sharpen the focus of your content? Hit reply and let me know.
I’m here to help you cut through the noise and create content that's FELT, not just seen.
