Updated: Sep 26
I announced that I would be starting a new weekly feature via my Marketing tips mail out today. I will be answering the question of one person who has commented on content with a question over the last week. If one person has a question, it is likely that lots of people do. I hope this will be helpful for everyone.
I won't give the name of the person who asked this question as they didn't know I was going to do this, but going forward I am happy to shout out business owners if they have asked me a question.
This weeks question
" Hi Shona
What are your thoughts on the sheer amount of stuff and content? I feel overwhelmed by it and it kind of freezes me from wanting to do anything. With my trying to promote my kids yoga business I'm finding parents and children also just overwhelmed with all the free stuff and actually end up not engaging in any of it. Don't want to be negative but any tips to get past this?"
Firstly there are a few things in this question that really need addressing so thank you for bringing them up.
Volume of Content
It can be very easy to feel like you should be producing and posting content all day long on social media and your website. Everywhere you look people are going live, and setting up on new platforms like TikTok. If you are the sort of person who can produce lots of content every day and find the time to engage with your audience as well, then that is fine. I am guessing you won't be reading this blog post in any case.
For the rest of the people who like me, are juggling their actual job & living their life, and don't want to spend every waking hour producing content, here is my view.
Keep it quality
Everyone gets such a lot of content directed at them every day, that they may well be grateful if their favourite brands and company owners stop bombarding them with stuff. Some of my favourite content only comes out once a week, and it's generally short. But it is good.
A technique that many content creators use that you may find useful is called pillar content. Create a set number of valuable pieces for your customers every month and then use those pieces to regularly send out smaller sections to your customers on all the channels you are available on.
For example, you could record a podcast (which is now easier than ever) on a topic that you know your customers will be very interested in. You could use the recording of the podcast to send a video to Youtube. You could use soundbites for Twitter, and quotes for Instagram and Facebook posts. So by creating one piece of content you actually have enough to send out interesting snippets for days.
The overwhelm you describe can be helped with some simple marketing planning. By taking some time each month to think about what you want to say to your customers, and how you want to say it, and then deciding when you are going to say it, you can head off a great deal of indecision. It is always harder to think about posting on the fly than by being focused and measured about what you want to achieve.
How do I ensure my customers will be glad to receive my content?
My top advice here would be to use Google to check what questions parents are typically researching to do with yoga and their children. If you type in 'yoga and kids' below some of the search results you will see a box like this
I would pick questions that you can see people are asking, and use those to produce content for your customers. People are always pleased to read useful items or see videos about information they want to receive.
Also, you should not underestimate the fact that people want to hear from you, not someone else, but the person they choose to spend their money with. You have a trusted position with them & a good opportunity to help with these sorts of questions as an expert in this area.
Thank you very much for reading my first post in ' The Answer to your Questions' series. Back next week!
Would you like more help with your marketing? My new book is out now
If you would like a book of 100 Marketing Tips written just for small business owners then do have a look here. I wrote this book to be easy to read cover to cover or to be kept as a reference to dip in and out of!
About Me Shona Chambers Marketing is a Marketing Agency based in Nunhead near Peckham. Specialising in helping Small Business Owners and Freelancers with their Marketing. Based at 61 Cheltenham Road, Peckham, SE15 3AF