Content and Branding with Rebecca Bitton
Today we’ve got a talented content writer on the show. Graham met Rebecca through the same marketing training and she’s on this episode to talk content and branding.
Having an expertise that you can teach can be anybody’s secret source. A secret source is having something valuable to share so that people can apply it to their lives. You’ll also help them reach their goals with your teaching. It’s an amazing gift and privilege to do that. The results and progress in clients is something that really excites Rebecca to keep on working.
Content and branding: target clients
At this point, Rebecca’s actually running two businesses. Her main job is teaching, especially with Covid shutting schools down as this means she can run a number of classes online.
The next portion of her business is content strategy. Her audience is primarily entrepreneurs, consultants, advisers, etc. A lot of them are big problem-solvers. Rebecca’s job is to strategise content that targets their ideal client base and connect with them with engaging content that is valuable and educational.
What comes first when strategising content?
The thing that should come first is what are their (the client’s) biggest problems right now? What can you help them with right now? Really listening and seeking to help their biggest needs helps establish that trust so that, when issues come up in the long term, they look for your help.
How do you get the material together (content) to approach those issues?
What Rebecca likes to do is ‘the fly on the wall’ strategy, which is to go wherever the client hangs out. Don’t beat them but join them – get into their circles, where do they put their guard down? You want to be putting yourself into the environments where people are open and vulnerable in a genuine way. And it’s all about having those listening skills and thinking about what everyone is truly worrying about.
As a result, you can respond to that. The content you should be generating is responsive to those issues and concerns. However, that’s all dependant on the audience. You don’t want to use the same strategy for each prospect since they’re going to want different things – it will come across as disingenuous. Audience-centric content is key. That’s how you build long-lasting relationships. Switch it up. Nobody wants a one-size-fits-all strategy. People want to feel unique.
Rebecca has studied and practiced as a writer for many years. Her first career was for a journalist, so story-telling has always been big thing for her. As was language.
The approach you take when writing content is so important. Think about how you talk to people in real life; you wouldn’t go up to someone and give all your credentials would you? Because people are going to say “well, I don’t know you so why would I care?” It’s not a two-sided conversation. When writing content, it has to be two-sided; it has to be a conversation.
Terminology is also important. If you’re talking to financial advisers, for example, you’re not going to talk to them about woo-woo subjects such as energy and vibration and calmness. It’s not their language. We all have different discourse languages but we need to be tapping into the language your audience knows and is familiar with. Language is a community-thing. That’s why Google is so keen on SEO key words. Because, if you speak in the language that people care about, they will a) pick up your content and b) trust your content.
Is there an ideal length of a LinkedIn post?
It really depends on the objective of the article. And it also depends on the audience. If you want something that is sharable and is used to gain followers or eyeballs/interactions, you don’t want it to be longer than 500 words. The important thing really is your headline. A lot of people won’t click onto the article. Usually they share it because the juicy headline is something they want on their feeds.
Are headlines questions?
Again, this depends on the piece. If you’re writing a service piece that has tips or advice, these are great for shareables because people love advice. Conversely, when you’re doing something that has more information, you should write more in 3rd person, so there’s no personal pronouns.
Kevin likes to start with a question because that stimulates a conversation. Sometimes, Rebecca will just post a question on its own. It’s surprising how people will answer and get engaged. She can get up to 100 comments on Facebook, and that can be used as fodder for later content. So, questions can be really great if they’re used sparingly.
Content and branding together
Rebecca takes branding and content writing and meshes them together for businesses. Content is like the mouth piece of your brand. The content that you distribute is the face and mouthpiece; so, when it comes to communicating you’re connecting people to your brand. Now, your brand isn’t just about ‘the hair and makeup’ of your business: the colours and the logo. It’s about the conversations you’re having with customers, the values and the strategy and how you help people. Content does a lot for this part of branding because, if you’re doing it right, you’re sharing stories and you’re sharing solutions and that’s how we connect as human beings.
No matter what business you’re in, you’re in the people business. We’re more likely to buy into someone’s business and trust their services if they show us how they want to help rather than try sell us their product.
The companies that get their brand right are the companies that reflect their ‘why’ well. Apple are incredibly good at this.
Rebecca’s pick up line
It’s a great, clear pick up line. We need to get her in touch with executive coach Justin from the previous episode!
The beauty of copywriting and social media is that you have be careful of word economy and learn how to say the most, with the least. Rebecca uses a strategy of problem-agitation and then effectively washes the mud from the eyes in providing solutions. This is her strategy for clients.
An outstanding guest, we thank you Rebecca Bitton for coming onto the website. If you want to look at her profile on LinkedIn and get to know her business, click here.
If you want to know what Graham’s up to and how he can help you, follow to Finely Fettled.
You can find Kevin Appleby’s business site here – click through to find out what he’s up to you.