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The #1 question you need to ask yourself before embarking on your content marketing journey is: Why are you doing this? Mastering the art of content marketing has many benefits with the biggest byproduct being growth. Using content to create conversations is a great way to garner attention.

Your main goal should be to position your brand within an online community and create value.

A lot of people tend to overthink the “how to” use content to create conversations. We all have to remember that the Internet is just a tool that can be leveraged to communicate with people from all over the World. Once, we break it down into systems and how we can best utilize those systems. The communication aspect becomes second nature.

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How Do You Create Conversations Using Content?

First you need the right information. The first step in the process is figuring out the information that your target audience wants, then figuring out how your business can meet that need. In terms of content creation, you have to shift your mindset from what you’re use to and prepare your business to create in ALL content formats.

Using content to create conversations is about presenting the right information. It’s your job as a business owner to facilitate that growth using the appropriate tools and resources at your disposal. Always remember, writing is the foundation for all content formats. If you can invest your time into creating effective messaging architectures, all of your other “content formats” will fall into place.

It’s important to map out your content strategy process and even more important to have a sense of urgency. It’s about “failing forward fast“. Build a foundation, fail; improve your process. That is the beauty of content marketing, it’s an “ongoing” experiment.

You want to create an environment where you are constantly engaged and creating value for your target audience. This is why having a system in place is key. Knowing where your business stands in terms of objectives, goals and aspirations will put you in a position to create the right conversations, with the right people.

If your business provides a service that helps solve a problem, how likely is it that you can create content around solving that problem? Creating conversations using content is about behavior and how you present a given piece of information. That is why mastering the art of content marketing can be a valuable asset for any business or brand. It provides the infrastructure for growth and creates freedom from not second guessing.

The Internet game is filled with volatility, uncertainty, complexity & ambiguity. The best way to compete is manage your TIME with systems. Systems create freedom. Freedom creates opportunity.

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#1 Start With Your Brand

The best way to connect with your target audience is by knowing who you are. As an individual, business and brand it will help your efforts to clearly voice your stance. You will be more likely to engage with an online community if you can effectively identify its interests, set values and perspectives.

Developing your brand will help you with content strategy and framing your content. One of the main functions of the Internet is that people research. Once they find a valuable source of “reliable” information they tend to stick to it. That is why starting with your brand is key. In the beginning of “using content to create conversations”, your focus should always be on consistency.

The key is to create long-lasting relationships with your target audience.

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#2 Focus On Your Target Audience

In the past, advertising used to be ‘sole’ fuel to drive a business. Now that wave has shifted to focus on content marketing and developing online communities. It’s about knowing who you are and being able to connect with “people” who use your service, buy your product or simply consume your content.

When developing your content for conversations start with these simple questions:

• Who?
• Why?
• What?
• How?

The best way to create a conversation using content is to know “who” you’re talking to, “why” you’re talking to them, “what” you’re talking about and “how” do they want to be talked to.

Remember the Internet is a place where people go to learn, shop and engage with others. Content is a great way to bridge the gap between you and your ideal consumer.

It’s about presenting the information that people need backed by a process meant to facilitate growth.

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