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How to Reach Your Ideal Audience with Content You Already Have

Have you ever felt overwhelmed by the idea of creating content for your business you can share on social media?

It’s a well-known fact that building organic traffic to your website over time it brings prospective customers to you automatically. This really works but it does take time. It’s a long-term play. This is something you want to do all the time, so that you’re reap the reward down the road.

So, how do you come up with content ideas?

Here are seven ideas on where you can find content ideas.

Search your hard drive. You probably have a lot of content just sitting there on your hard drive or digital storage space.

Have you…

  • Given any presentations about your area of expertise? If so, you can revisit that presentation and pull out some useful quotes to share on social media.
  • Started to write a book but haven’t published it yet? If so, you have some content that could be re-purposed into helpful tips that could be shared online.
  • Answered questions from your prospects and past customers? If so, make a list of those questions. You can create social posts answering one question in each post.
  • Solved a problem in your own business that others could benefit from?  If so, share the problem and the steps you took to solve the problem.
  • Overcome a hardship or difficulty in your life that your ideal audience might be struggling with? If so, share your story. It will draw your audience to you.
  • Learned a skill that your audience would pay you to know? If so, map out the steps you took to learn this skill. Teach one step at a time.
  • Helped customers solve their problem? If so, you can share case studies or success stories about your customers.

So, there you have it. Seven places to find content you already have at your fingertips.

The next step is to schedule time once a month to identify this content and repurpose it. Plan on an hour or two each month to queue up the content you can publish for each month. 

Let’s look at what a typical plan might look like.

If you need help identifying content you already have and want someone to help you with content re-purposing, let’s talk.

How to Get Moving Towards Your Dreams

When you’re in the startup phase of a business, sometimes your clarity can become foggy. There are so many things that need to get done and a high risk for getting distracted with less important activities. Being a solo-entrepreneur means you’re responsible for literally every part of your business. You were many hats – CEO, CFO, CTO. There’s fulfillment, supply chain, the work itself, customer service, marketing, sales, etc.

It can be overwhelming at times.

Can you relate?

Before I became an entrepreneur, I worked for a tech company and I on the team that put together the company’s strategy map. Yet, I didn’t create my own strategy map for my business until three years in. That’s crazy!

When I did finally create the strategy map, it gave me clarity and helped me see the vision I had for my business was attainable.

If you don’t have a corporate background, you might be thinking, what is a strategy map?

Well, it’s a visual representation of the strategy of your business. It’s built in sections, but when each section is layered together it becomes the roadmap for how the strategy is to be implemented.

Here’s an example:

Figure 1 Smart Copy Clicks Strategy Map

Let me calm any fears you might be experiencing around the strategy map. There’s no right or wrong way to do it. There are many templates you can use.  In fact, the one I used in corporate was slightly different from the one above.  For example, the rows of the corporate strategy map were: Financial, Customer, Internal, Learn & Growth.

However, I modified this to fit my needs. Here are the steps I took to create my strategy map. Perhaps it will be helpful to you when you start working on your own strategy map.

Step 1: Vision & Mission

At the top of the strategy map is the Vision & Mission of your business. A concise statement that reminds you of your overall vision and mission should be applied here.

You can read more about creating a Vision statement in my other article How Having a Vision Gives You Direction.

Step 2: Values & Key Performance Indicators

The second row of the strategy map contains both your core values and the key performance indicators. On the left side of the map you communicate what you want to be known for and the kind of culture you want to create within your company. On the right side you list the specific measurements you’ll use to determine your progress.

Step 3: Strategic Initiatives

Third from the top on the strategy map is where you list 2 to 3 strategic initiatives that are the main method of generating revenue in your business. You may have more than 3 revenue streams, but for the purpose of the strategy map you want to focus on the top 2 or 3 that generate 80% – 90% of your revenue.

Step 4: Goals

For every strategic initiative you will have a specific goals section below. Here you will list the specific measurable goals related to that initiative.

Step 5: Tactics

Sticking with the number of strategic initiatives, you will also include a section for the specific tactics required to implement the strategic initiatives.

Step 6: Growth & Actions

In this final row of the strategy map, you will capture any knowledge or skills you must acquire to accomplish your strategy.  In addition, you’ll list specific activities needed to execute your plan.

If you take the time to identify all the elements in the strategy map as outlined above, you’ll find the clarity you need to keep going and to stay on track by minimizing distractions. If you need help to get started creating your own strategy map, I’d be happy to discuss it with you and give you some pointers. Book a consultation with me here.

How Having a Vision Helps Direct Your Steps

Do you have a vision for your business?

If not, chances are you’re just going with the flow and may never reach your ideal destination.

Think about it. When you get in your car, do you go where the car takes you? No. You have a destination in mind. You guide the car where you want to go.

Well, it’s the same with your business. It takes intentional effort to reach the destination you have in mind.

But, if you aren’t clear about where you want your business to go, your results might be disappointing.

What’s your vision look like?

Do you know where you want your business to be? Can you see it clearly in your mind? Have you written it down on paper so others can come along side and help you achieve it?

If not, how come?

Some reasons might be…

  • Too busy doing things instead of strategic thinking
  • Not sure where to start
  • Expecting immediate results
  • Not sure the value of having a vision

I get it. I really do. When I worked for a tech company, I was part of the team that put together the company’s strategy map. Yet, I didn’t create my own strategy map for my business until three years in. That’s crazy!

When I did finally create the strategy map, it gave me clarity and helped me see the vision I had for my business was attainable.  To learn how to create a strategy map, read my article How to Get Moving Towards Your Dreams.

What is the vision for your business?

A clear vision will identify who do you want to serve, how you serve them, and why you do what you do.

It also conveys how you want to feel about your business, about your clients, about the impact you’re having in the lives of those you serve.

Here are some examples from Hubspot on vision statements:

  • Alzheimer’s Association: A world without Alzheimer’s disease.
  • Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education.
  • Creative Commons: Realizing the full potential of the internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.
  • Microsoft (at its founding): A computer on every desk and in every home.
  • Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.
  • LinkedIn: Create economic opportunity for every member of the global workforce. 
  • Disney: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.
  • Facebook: Connect with friends and the world around you on Facebook.

Notice how each of these statements has a big reason behind it. That reason is their why. The reason they exist in the first place.

If you’re struggling with coming up with a vision for your business, you might start by asking yourself why you started your business. Then continue asking why of every answer you give, until finally you have exhausted all the why questions.

For example,

Why did you start your business?

I have a good idea to help people.

Why do you want to help people?

It’s always been my nature to help those around me.

Why is starting a business the best way to help others?

I won’t be limited on who I can help. I’ll have more flexibility to reach more people.

Why do you want more flexibility?

I’m tired of trading my time for money. I want more control over my time to decide where I spend it and when whom.

Why will flexibility allow you to help others?

Because I’ll have the time to help others to avoid the mistakes I’ve made and live a better life.

Why do you want others to live a better life?

So, they can have an abundant life, living out their purpose, enjoying each day as a gift, and making an impact in the world because they are showing up as they were designed to.

Why is living a better life important to you?

Because life it too short to waste our time is unhealthy situations, unacknowledged and unappreciated.

Try the “Why” exercise for yourself find your deep reason for your business.

Vision statement for the those why questions might look like this:

“Helping small business owners enjoy their business and live an abundant life without trading hours for money.”

When you understand the why behind your business, it will become the fuel that keeps you going during the lean or challenging times. It will motivate you to never give up on your dream. It helps you make decisions that are aligned with your vision.