How to create content that taps into someone’s identity
When you share an article with your network, why do you do it? If you’re like me, it’s probably because doing so does a couple of things:
- It shows that you’re informed and on-the-pulse
- It reinforces your thoughts, feelings, or opinions
- It offers you some credibility and shows that you know what you’re talking about
When you read between the lines, these all boil down to one simple fact:We’re sharing content because it aligns with our identity.It appeals to our interests. It caters to our identity, whether personally or professionally. It taps into the things that matter to us--and we like showing that to other people.Here’s where it gets interesting...Behind every piece of content you’ve ever shared was a person who knew exactly what they were doing.They already understood your identity. They strategically created that content specifically for you because they knew that, in doing so, they had the highest odds of you sharing it and getting exponential visibility in the process.And here’s the brilliance of it…You can do the exact same thing with your content.You already know your target members down to a tee. You know their identity. You get what matters to them.All you have to do is distill them down into specific questions, challenges, and interests. Then, craft ultra-specific content on each one. Create content with a specific person in mind--even if they’re a hypothetical representation of your target audience. And watch how your content takes off.
How to create a simple content distribution process [and why you should]
Creating great content is only half the job. If you want results, distribution is where it happens. In this post, I walk through exactly how I repurpose and share a single content asset across multiple platforms—from YouTube to email to LinkedIn—using the same frameworks we help coworking spaces build every day.
Email automations: how to set up welcome emails, lead nurturing flows, and re-engagement campaigns
One of the most valuable aspects of email marketing is the ability to create automations so that some of your core marketing functions are running on autopilot, without the need for you to manage them each time.
