In today’s episode, I’m going to tell you the C words that you need to focus on in business.
Let’s dive in!
I have three C words that you need to be focusing on to ensure that your business is actually growing. More specifically, consistently growing over the longer term.
The three C words that I have for you are content, consistency and compound.
The reason why those three words are so important and connected, is because they are the key to the long term consistent growth of your business.
Let’s have a look at each of them individually.
Content is one of the most critical parts of having an online business.
This is especially true if:
- It’s a service-based business
- You want to have organic reach and growth of that business
- You want to have long term growth of your business
Content is how we connect with our audience, connect with our ideal clients, and connect the dots for people between where they think they need to be focusing their energy and attention in order to achieve the goal that we help them with, and where they actually need to be focusing their energy and attention.
Often people misdiagnose what it is that they need to be focused on, and they misdiagnose just how simple and effective it could be for them to get that outcome.
We actually connect with our audience and help them connect the dots through our free content in particular.
It’s also how we nurture our audience and move them towards that understanding and lightbulb moment where they realise what it is that they truly need to be focusing on and what support they need.
Our content is how we are found. It makes us searchable. It makes us able to be found in the topic areas where we want to be known in our business.
Our content is how we are shared.
When you share things on social media, most of the time you’re not just sharing and telling people to follow someone, you’re sharing and saying something specific that people need to check out – ie. an article or podcast episode.
That is how we are shared amongst our audiences. It’s also how we convert.
Our content – especially on social media, in our emails and on our website – is how we help people to understand the transformation that we facilitate, make a decision about whether it’s the right fit for them or not, and then ultimately make a sale and convert them into paying clients.
Content has a multi-layered multifaceted role in our business for reach, nurturing and conversion.
It’s a really critical part of our business.
The number one thing that consistency drives is trust.
Our trust in others is directly impacted by our ability to predict their behaviour.
If you are completely inconsistent when it comes to creating and sharing content in your business, then it’s really difficult for your audience to accurately predict your behaviour.
They begin to wonder how regularly they will get free and interesting content from you.
That consistency also keeps you on people’s radar.
I know for myself, I’ve signed up for a free webinar with people or a free checklist, and then I don’t hear from them for another three or four months. When I finally get that email in my inbox from that person, it takes me a minute to work out who they are and why I’m on their mailing list. Sometimes I can’t even work it out and I don’t know whether it’s because I signed up for something, if they’ve bought my email illegally, or if it’s just spam.
Consistency is a really critical factor in creating that relationship of trust.
We know that the drivers of buyer behaviour are that they know you, like you, trust you and feel connected to you.
Your content itself helps people to know who you are and like you, but your consistency is what drives how much people trust you and how connected they feel to you.
If they are getting consistent content from you – and that might be once a week, once every two weeks or even once every month (as long as it’s consistent and predictable) – that is what drives trust.
Consistent content has a compound interest effect.
Think about it: the more consistent you are with your content, the more it comes out on a regular basis, the more it’s adding to the content on your website, the more it’s building up that consistent algorithm on social media, the more reach it gets, the better your SEO, and the more it’s creating that dynamic of trust and connection with your audience.
When you have a spurt of content that comes out and then you disappear for three months, when you come back, you’re not just having to rebuild your algorithm and your trust in terms of SEO, you’re also having to rebuild trust on a human-to-human level because of that unpredictability of your behaviour.
If I haven’t heard from you for three months, the idea of buying from you has an extra layer of risk to it. Whether I feel it subconsciously or consciously, I am going to wonder or worry:
- Is this person going to disappear again?
- Is this person reliable?
- If I sign up to work with this person for six months, are they going to disappear for two of those months and I’m going to have to keep chasing them around the internet?
That is why I wanted to connect these three C words for you – content, consistency and compound.
How is it that we achieve that consistency of content for a compound interest effect?
1. Stop aiming for perfect
The more you aim for perfection in your content processes, in what goes into the content, and in whether it’s keyworded up properly, the more you have excuses to damage your consistency.
When we let go of the need for it to be perfect and instead focus on that consistency, we actually have a greater impact on our outcomes.
I’m not saying that you should:
- Put out half-hearted content
- Put out content that has lots of mistakes and doesn’t actually make any sense
- Make things look really unprofessional
I’m not saying any of that at all.
Different markets have different tolerances for those types of things.
In most cases, our level of expectation for ourselves is well below our markets expectation of us.
I want you to give yourself permission to not get it perfect, to not have all of the SEO parts worked out, to not have to have the perfect camera, the perfect background, the perfect lighting or the perfect copywriting.
Stop aiming for perfect, and just aim to get something of value out consistently.
Chances are, it will be much much more valuable to your audience than that perfect thing that you make them wait three months for before they’re allowed to see it.
I love batching content.
I’m recording a couple of podcasts episodes right now in sequence, and that batching process allows me to really tune into times when I’m feeling great, I’ve got my words, and I can actually string some sentences together effectively.
When I get in the flow of creation, I’ve got processes that I can use to create a bunch of content.
In this recording session alone, I’ve recorded three video promos for a freebie that I’m running, this is the third podcast episode that I’ve put together, and I’ve also recorded a Facebook Live and had a conversation with my team about a few different things.
This is because I’m really in a good space right now to get that content flowing.
It’s no coincidence that I’ve just been through a couple of days where I’ve been very customer-focused and very much speaking with my ideal clients. The cogs are ticking and I’m able to put some dots together – I’ve got some big things that I want to say to my audience.
I’m really in service mode right now, so I’m batching up a bunch of content at the same time.
If you are interested in finding out more about batching, getting that content out on a consistent basis and doing it in a really joyful way, I also want to recommend that you go and check out podcast episode 241: The joy of consistent and strategic content with Claire Riley.
3. Find external support or accountability
Whether that be:
- Working with a mentor or coach
- Working with a content person
- Having a team member
- Having a posse that you’re a part of – whether that be a small group mastermind or some other way of getting that external support and accountability
I highly recommend that you set it up so that someone will notice if you disappear.
That external support makes a big difference to whether or not you embrace done over perfection and whether you embrace consistency over waiting for the perfect storm.
Having some form of external support is a really powerful way to ensure that you do nail that consistency.
In closing, I just want to tell you to stop running around looking for shiny things to fix your business, get you more reach, get you in front of new audiences and convert more effectively if you haven’t yet nailed consistency of content.
Consistency of content underpins all the other shiny marketing strategies you could possibly find on the internet, so make sure you’ve got that very important foundation sorted first.
If you would like to understand how content and your content strategy fits in with getting your business off the ground (particularly in the early stages of online marketing), I have a great free resource for you.
It’s called Fast Track Your Startup.
It looks at all the key pieces that you need to get sorted in order to get your business creating consistent, predictable and juicy income.
If you’re not yet bringing in an income that really feels like you’ve hit your baseline consistently, then this is going to be a great training for you.
You can find this FREE training here: tashcorbin.com/fasttrack
As always with every episode of the Heart-Centred Business Podcast, if you have any lightbulb moments from this episode or follow up questions, make sure you come over to the Heart-Centred Soul-Driven Entrepreneurs community and share using #podcastaha and the episode number (244).
Until next time, I cannot WAIT to see you SHINE.