Content is King: Even If It’s Not Yours

I think we, as a whole, understand that if you want to become a “go-to” resource for accurate, applicable information for your target market, you need to supply them with it on a regular basis. Untitled design (8)There are all kinds of ways that you can do this. You can write articles or blog posts. Creating videos, whether as a vlog (video blog) or simple content snippets, is another great way to share information. Then, there is podcasting. Podcasting is rapidly growing and projected to continue growing for some time. These are all common ways to put out content that is valuable to your target market and build your own value in their eyes. But… what if you’re not confident in your ability to generate that content?

You can still build a reputation as the “go-to” person even if you’re not generating the content yourself. You can become a curator of accurate, useful, information by sharing the articles, blog posts, videos, and podcasts that you have discovered and believe that your audience will appreciate. Share the links online or in emails (be careful not to republish the material itself without direct permission from the author/creator) and preface it with a commentary on what your thoughts are about the piece. (i.e. “One more example of why strength training is so important as we age.” – followed by content link)

Now, I know this is easier said than done. You’re now asking, “Where do I find the content?” Glad you asked. Here are some standbys that I use. If I want to find the “truth about” some current issue, I might look it up on a government site such as the National Institutes of Health or the Centers for Disease Control and Prevention. I may also go to various journals to seek out some research. You can also do a Google search including the search as “scholarly articles on _______” Another way is to follow professional organizations on social media (i.e. International Society of Sports Nutrition (ISSN)) as well as noted researchers or research-based authors. (i.e. if you want to find out the latest on muscle hypertrophy, follow Brad Schoenfeld, PhD on Facebook.)
I also subscribe to e-newsletters and blogs. (everything from Harvard Health to business author, Seth Godin) Finally, you can look for news/information article aggregators (places that collect other information sources), like Reddit and Alltop.

Now, I do believe that we all do have our own voice and that everyone should jump in and learn to create original content, but, until you start to feel comfortable with your work, share others’ and start building your reputation as a trusted resource.

Please let me know if you have any questions and… happy sharing

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Doing Well by Doing Good

Marketing your business can come in all kinds of shapes and styles, but one of my favorites is to join forces with non-profit organizations or events. You can do this by either sponsoring or volunteering. Both can be very effective ways of getting your business’ name out there.

Sponsoring an organization or event can be done by donating money toward that charity. However, if you are just getting started and need to keep your expenses as low as possible, you can donate your services.. Many non-profits will put together raffles or auctions and seek prizes or items from local businesses. This is a great way to highlight what you offer and the value of it. i.e. (One month of unlimited group fitness, valued at $115) These can usually be donated with just the cost of your time.

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In less than 36 hours, this beard will be gone!!! If you’re not coming to the event at Pearly Baker’s Alehouse (6-9pm), then go to this link to make a donation. 100% of all proceeds and donations go directly to Cancer Support Community Greater Lehigh Valley https://www.gofundme.com/beards-for-breasts

Volunteering, or working for an organization or event, may be an even better way for people to get to know you, face-to-face, and get a sense of who you are and what you stand for. The newer standard of marketing is about building relationships and to work with others on something meaningful is a great way to get them to know, like, and trust you.

Currently, I am the president of our local business association (non-profit), my wife (and business partner) and I volunteer to work various festivals in town, sponsor our local farmers’ market, donate services to several charities, and I have been growing a beard for the last 6 months just to be able to shave it off for a local charity event. Of these, only sponsoring the farmers’ market actually costs anything more than time and all help to create awareness of our business.

Sponsoring and volunteering should be a serious part of your marketing plan. Not only do these marketing avenues help your business do well, but you are also doing good in your community.