The Future of Content Marketing (It’s Probably Not What You Think)

How many times have we heard all the things we “should” be doing when it comes to our business? My guess is: an awful lot.

And it’s no different when it comes to content marketing:

Facebook has said that writing is dead, while others insist you write a 2,500-word blog post (with a content upgrade!) or you’re wasting your time.

Everyone’s in raptures about live video.

And anyone who’s anyone has a podcast.

I’m not saying that any of these content types are wrong or that you shouldn’t do them. (Heck, it’s your biz. You do what works for you.)

What I am saying is that the landscape of content marketing is changing.

Here’s the TL;DR: There’s no one content marketing strategy that works. And there’s no one template to follow.

Why? Because the solopreneurs who want to stand out are getting sick of hearing all the shoulds and need-to-do’s when it comes to creating content for our businesses — and some of us are rebelling.

A content revolution is underway and it’s all about doing content your way.

The good news? This is your first-class ticket to unique content that stands out, serves your audience, and is fun to create. (How many wins is that?!)

So if you’re fist pumping (yes!) while doing a happy dance (possibly to this song), then your next question is probably: Okay, cool. So how exactly do I do content my way?

Well, my friend, one of the easiest ways to do content your way is to let your personality shine through. But how?

Your 3-step plan for adding more personality to your content

1. Give yourself permission to do things your way

The first step is to rethink everything you think you know about creating content for your biz. And that means that you need to transform the way you think about content (and the stories you tell yourself) so that you can allow yourself to do content your way.

Because here’s the thing. You don’t need:

  • To do what everyone else is doing
  • To force yourself to write
  • To heed another tactic from a 6-figure guru

You’re the only one who can give yourself permission to do things your way. So no more blinding yourself to the possibilities, okay? All options are open.

2. Claim your voice (+ use it)

Read your writing and feel like it’s stilted, boring and doesn’t sound a thing like you? Then it’s time to rediscover your voice.

And yes. I said “rediscover” on purpose. Your voice is already there and we just need to bring it out.

My favorite way to do this is to record yourself speaking. Hit record on the voice memo app on your phone and just start talking. Talk about your message, your passion, an idea for a blog post, what you hate about your industry.

Talk it out. Then listen back to the recording.

Listen for particular words, phrases, explanations and examples that stand out to you. What expressions do you use all the time? What do you say that if a loved one heard the words they’d immediately know it was you?

Use your ears to your advantage — you’ll know when it sounds like you.

3. Share what you love (especially if it’s non-biz related)

People buy from people.

We trust people that we know and like (hence: “know, like and trust” factor). Sharing that you’re a coffee addict, or that you buy every paper planner you can get your hands on, or that you always work at a cafe are the little details that make you relatable and human.

And human = someone we can get to know and trust.

Practice sharing your story, and weaving different elements of your personality into your website content, services, sales pages, blog posts, on social media and for free email challenges.

This step is where the fun really

Example 1: My mentor, Melissa Cassera, is a business strategist and screenwriter who loves binge watching new series on Netflix and catching up on celebrity gossip. She reflects her personality in her signature program, OBSESSED, and in Game of Thrones-infused blog posts.

Example 2: A biz buddy of mine, Maggie Giele, recently revamped her entire business to showcase her love of Harry Potter, magic, and all things geek. (Her signature service is called Slay Your Strategy. I mean…come ON. How cool is that?!)

Example 3: I recently created the Jane Austen inspired Content Her Way revolution. Sure, this could have been just another content strategy project, but where’s the fun in that? Adding a Jane Austen flavor (someone who I believe completely embodies the philosophy of Content Her Way) has made the project more fun and has brought fellow Austen lovers in my community out of the woodwork.

Remember: There’s no one content marketing strategy that works. And there’s no one template to follow.

Content marketing is changing and I think that change is for the best. No more shoulds or need-to-do’s. More quirks and personality.

Content doesn’t have to be time consuming and soul draining. It can be efficient, effective, fun and fulfilling.

The key is to do it your way.

Join the revolution.

Content might be king…

but it doesn’t have to rule your world. Drop your email below to get even more great tips on content as a solo business owner!

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Brogan Micallef

Brogan Micallef is a Content-Lovin’, Science + Sci-Fi Obsessed, Jane Austen fangirl and proud of it! She helps entrepreneurs get their message out to those who need it most (minus the procrastination, self-sabotage, and comparisonitis). Brogan’s also the creator of Brogan’s also the creator of Content Her Way — a content revolution for entrepreneurs who are sick of the shoulds and need-to-do’s when it comes to creating content for their biz.

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