Creating Online Content for Consultants
Updated: Sep 4, 2019
One of the most challenging components of building a consulting brand would be the design of content. Let's face it, after having worked several years, exposure to life experiences, and continuous learning, you may feel like a jack of all trades. However, the problem that you solve must be clear. Establishing your service offerings early and clear understanding of your target audience will support the production of quality content. You may be asking yourself, "What is Content, and why should it be important to me as a consultant?"
According to Wikipedia, "In publishing, art, and communication, content is the information and experiences that are directed toward an end-user or audience. Content is "something that is to be expressed through some medium, as speech, writing or any of various arts." Content can be delivered via many different media including the Internet, cinema, television, radio, smartphones, audio CDs, books, e-books, magazines, and live events, such as speeches, conferences, and stage performances."
Content is what you use to connect with your audience. Therefore, you will want to think through the following when developing content:
WHAT PROBLEM WOULD YOU LIKE TO SOLVE FOR YOUR AUDIENCE?- When you share content, it should align with the needs of your audience. The content should be educational and or motivational and provide a solution. Before you send, ask yourself if your audience can use the information.
DOES YOUR CONTENT SAVE THE READER TIME OR MONEY?-You have a limited amount of time to keep the attention of your target audience. You want your audience to know that they can count on you as a valuable source. By reading the content, will your audience gain clarity about how to get closer to their goals? If the sharing of your experiences educates another and can save time and or money, you are winning!
DOES THE CONTENT INSPIRE ACTION OR CHANGE?- The reason why most people pursue educational opportunities is to better position themselves. When you share content with your audience, how will it improve their capabilities or drive results? Can your audience relate to the information you are sharing?
ARE YOU ABLE TO CREATE CONTENT CONSISTENTLY?- Research the best of the best in what you offer and observe the types of content you enjoy the most. Observe what the audience engages with the most. Once your audience knows that they can rely on you for helpful information, they will expect that you provide useful information consistently. The content that you create should speak to your target audience but still share your voice. You will enhance your ability to develop content by staying abreast of current trends and continuous learning in your area of expertise.
DON'T DOUBT YOURSELF- The content that you share should be based on your expertise. However, when you experience doubt, ask yourself if what you are sharing is for your validation or if your audience can use the information. If you start doubting before you share, revisit why you are sharing the information.
In conclusion, quality and consistent content can better position your professional brand while solving problems for your audience. Speak from your expertise to spark inspiration and change with your target audience.