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Making Content Work for You: A Guide to Keep Your Content Growing

Updated: Nov 13, 2022

A young nab and woman interact about business in a well lit office with big windows and green plants.

This quick guide is created to help you learn a process of self-evaluation to improve processes and communications within your small business.

When you're sharing your voice with the world, it's important to know what it is you want to say and communicate it clearly with those listening.

In order to fully express and communicate what we are doing and offering to the world - we have to understand what it is our people (and even ourselves) are needing in any moment so we can effectively support each scenario.

The steps are as follows:

  1. Evaluate your needs.

  2. Create your action steps.

  3. Execute version one.

  4. Evaluate with an open mind.

  5. Improve, execute again, evaluate again.

  6. Repeat.

Use these four questions to engage high-quality communications, commitments, and reflection for a kick-start.

  1. What need, or probelm, is being observed? (Purpose | Identify what and where your or your client's pain originates. Example | I really want to get my business out there, but I'm not confident in my messaging and voice..)

  2. What is the feeling that is happening when this is observed? (Purpose | Pinpoint the feeling and effect of what is occurring. Example | I'm feeling burnt out and disconnected from my work and am ready to give up.)

  3. What are the two main needs to resolve this? (Purpose | Process the observation and feelings to the core, actual needs. Example | I need to practice sharing my voice and set a strategy to create meaningful content for my audience.)

  4. What is one way that both of the needs from question three can be met? (Purpose | Resolve the observed problem by meeting the underlying needs that have been identified. Example | I can start to create things that support the main points of my business so I can share them effectively with my audience online and share directly with my people during my sales processes.)

Treat your work as a scientist treats an experiment or study. As you review and work on new tactics, keep your goals SMART. Setting large goals that are not likely obtainable will stall your progress vs. putting you at light speed.

If I can give you one healthy habit, make the most of your content by using it throughout your business.

Creating content with your new observations in mind

Content doesn't need to be, and in my opinion, shouldn't be, made to be used only once. Instead, look at your content honestly and think... "How can I use this to grow my business?"

  • Sales enablement

  • Audience engagement

  • New marketing pivots

  • Cross-team functionality

  • Project execution

  • Digital Marketing

  • Social media management

  • SEO and content strategy

  • and more

Using these prompts to their fullest extent requires you to be completely transparent, specific, and honest during self-evaluation. When done properly, this engages the most importantly influenced feelings and truest needs of you, your business, and your audience.

Continue to execute this practice and repeat the steps until your current needs are fully met with foundational assets and actions.

If you're a growing business with a team working with you, help everyone by sharing the details of what you have created so they can be used effectively.

For example, if you have a sales piece, sales team members should feel comfortable using the amazing downloadable that you shared and reference it with their leads to engage them further; or if you have a fantastic follow-up content piece for different customer segments, customer success should understand the available tools so they can actually use what you're creating.

As with anything in business and life, results are not instant.

Results are built on trust, consistency... and relatable, exciting content that genuinely shares your voice with the world.

If you're ready to grow, I'd love to see you in one of my Healthy Habits Marketing Programs.

Whether you join me or not, I wish you the best in your business.

Remember, you've got this.

With joy, Christie

Photo credit goes to The Coach Space.

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