This week’s tip: Understand what content powers solopreneur business
Social media content can be one of the most powerful and valuable tools for building revenue in your online business.
Even if you don’t have a service or product to sell now, you should always be building a following in anticipation of having one in the future.
In order to effectively build a following that will purchase from you, you should consider following these 4 rules of content:
Let’s break each of them down, and provide some examples of great content.
Content style 1: This person teaches (or educates) me
I’ve found that the easiest way to show off your expertise is by teaching prospective followers and customers how to do something.
When teaching or educating, it pays to really dive in tactically. This helps show the reader that you’re truly a master of your domain, rather than providing high-level fluff.
Someone who does a great job of this is Dickie Bush. As a successful writer himself, Dickie pulls the curtain back on long-form writing for his audience through educational threads.
Here’s one of my favorite examples of him teaching his audience something extremely tactical related to writing effectively:
Content style 2: This person entertains me
Teaching your audience is helpful, but if you hammer your audience with facts and teachings 100% of the time, you run the risk of boring them.
Once you bore your audience, you get tuned out. This is where entertainment comes in.
If you learn anything from this issue, it’s that education and entertainment rolled into one (i.e. “edutainment”) is the most powerful combination in content.
Someone who is extremely entertaining is JK Molina.
I don’t agree with everything he writes or Tweets, but that’s sort of the point. With entertainment comes edgy content, and with edgy content comes a more close-knit tribe.
Here’s one of my favorite examples of him entertaining his audience:
Content style 3: This person makes me think
Outside of teaching and education, there are the philosophical pieces of content that we all know and love.
Philosophical (or thoughtful) content doesn’t teach, nor does it entertain. But it should leave your audience with the reaction, “wow, I’ve never thought of it like that before…” or “woah, what a great way to describe that…”
The content writers who do this incredibly well are people like Naval or Sahil Lavingia.
Here are a few of my favorite examples of philosophical or thoughtful content that really made me stop and think:
Content style 4: This person understands me
Last, but certainly not least, is content that is high on empathy.
Content that reaches out to your audience and says, “I understand what you’re going through” or, “you’re not alone in that experience”.
Empathetic content draws your audience and readers in closer and greatly humanizes an otherwise inanimate social media profile.
The best at this are people like Amanda Goetz, who runs a DTC brand called House of Wise.
Here is one of my favorite examples of nailing empathy by showing she understands her follower’s wants, needs, and desires.
TL;DR
4 types of content builds a following:
1. This person teaches me
2. This person entertains me
3. This person makes me think
4. This person understands me
That’s about it.