Many people think creating original content is hard or time consuming. With a few tips, learn how you can start creating original content that captures the eyes of your prospects.
- It used to be that sales people were given a script or a presentation for marketing and they would go and deliver that message to prospective customers. Marketers create, sellers sell. But in today's world, the lines between marketing and sales are getting blurry, and it's up to all of us to create and share content to relate to our buyers. Oftentimes the best way to signal to your buyer that you understand them is to show them. Sharing content shows that you are engaged and in the know on industry trends, or that you're aware of challenges and opportunities that your customers are facing.
Taking it one step further and creating original content like blog posts, articles, or even videos gives you the ability to share your expertise with the world. It's one thing to reshare a great article. It's another thing to actually create it. For many sales people, including myself, this could be outside of your comfort zone. So to help make this easier, here are four simple steps to help you get comfortable. First, start small. Help build your professional brand by showcasing that you're on top of what's going on in the industry.
Share different articles. For example, I spend time reading what's going on in the tax sector. And when I see something relevant to me or my customers, I share it through my LinkedIn profile with my perspective or thoughts. Or, you can see what your customers are sharing and liking and commenting and take action on their posts or their shares. The next baby step is to move towards creating your original content. The simplest way to start is to post an update on a professionally relevant topic. If you can't think of what to say, trying asking advice from your network publicly.
For example, you could post, "I'm working to improve our company's branding. "Does anyone have any experience with branding "of manufacturing companies?" Another option is to just give your take on a trend that you're seeing in the industry and ask for your network's opinion. For example, "It looks like mobile internet usage "has just surpassed 50%. "This is what I think it means for the healthcare industry. "What do you think it means?" And finally, if you've done all of that and are feeling comfortable, it might be time to publish a long-form post on LinkedIn.
This is a great way to share your personal perspective, thoughts, and insights to your professional network. It's similar to a blog post, but it's part of your LinkedIn profile and is shared to the people in your network. Topic-wise, I recommend you pick something that you have a perspective on and you're passionate about. You might be saying to yourself, "What do I have to offer or share "that hasn't been written about, yet? "I'm not an industry expert." But just remember, it doesn't have to be something that new. It just has to be something that you have a perspective or a passion around.
We all have something to offer. So let's say, for example, that you're in advertising, yet you aren't particularly passionate about it or feel like you have an original perspective. Instead, you could choose a topic that you're more comfortable with. What causes are you involved in? What it's like trying to balance work and home life. For many of us at LinkedIn, we're able to share unique perspectives around career advice and advancement, even if it's not about your specific field or industry. Your perspective is still valuable and can educate or inspire your network and your customers.
The simplest way to write something interesting is to tell a story. It could be a story about a business challenge that you solved through partnering with a client. The impact that this had on their business transformation. But it could also be how you and your company go to market. It could be a story from early on in your career and lead into your thoughts on all that you've learned since. And you might notice that we start each chapter with a story. If you start out with a story, you're already off to a good start. And if you're looking for help thinking of a topic, team up with your marketing team.
This is what they do for a living. They create compelling content to help you find and engage with more customers. So ask them for advice. Recently, one of our sales reps asked the marketing team if she could be involved. And they worked with her to write a post on Cora every other week, and in just a few weeks, she was a most viewed writer on Cora and began building a following based on her expertise. So it's time to put yourself out there. Take 10 minutes, look for an interesting piece of industry news, and share your opinion on it on LinkedIn.
And if you want to learn more on creating original content, check out the course from LinkedIn's executive editor Dan Roth. It's called Writing to be Heard on LinkedIn.
- Crafting a customer-centric profile
- Creating a professional brand that expands your reach
- Identifying your ideal prospects
- Understanding what your buyer values
- Knowing when a prospect is ready to buy
- Engaging with personalized outreach
- Asking for an introduction
- Measuring social selling success