Experts and advisors offer new value from their insights

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In this context, content is like advertising, unless customers see you every day, they won’t remember anything about you, good or bad. Customers relate to other humans and relationships. As a startup, you the entrepreneur are the brand. Customers like to think they know you, so you need to find a voice, and share it. If you have a story, share that too, and invite interaction and comments. It’s more true than ever that people buy from people, not companies. Value is in your point of view. Everyone knows how to use Wikipedia, universities, and textbooks for facts and history. , opinions, and experience.

Don’t be afraid to take sides on matters that can position you and your company as an expert. People appreciate that, and come back for more. Avoid “sales speak” and pushing your product. The more you talk about your solution, the less Lebanon Phone Number Data people will value your content. Pulizzi has measured that page views drop quickly by as much as percent on self-serving content. Skip the flowery phrases and frequent adjectives that make up so much of the advertising copy we all recognize. Demonstrate best of breed through actions. Although you might not be able to reach it at the very beginning, the goal for your content is to be best of breed in your chosen domain.



This means that, for your content niche, what you are distributing and your recommendations are the very best of what you and other experts have found. Experiment Pulizzi argues, and I agree, that great content can be used by entrepreneurs to build an audience of potential customers first, before you have a product to sell. It’s the smartest and least expensive way to test the value of your concept, as well as the potential makeup and size of your target customer set. You then have the opportunity to monetize an already loyal following. By experimenting with content, every entrepreneur can explore their own sweet spot, where they can comfortably offer value to an interested customer set.