#222 The 3 Pillars Product Content Strategy with Jacqueline and Minna of the Product Boss
Creating online content for your product-based business doesn’t have to be a headache if you have an effective strategy.
I’d like to introduce you to two incredible ladies who have been working with brands just like yours to launch innovative products and gain visibility online.
Meet Minna Khounlo-Sithep, owner of Lil' Labels, LLC, and Jacqueline Snyder, owner of Designer Consulting Coop.
They’re both business experts with years of experience and knowledge. Together, they formed the Product Boss Podcast for high-achieving women who own product-based businesses.
One thing their demographic has in common is a struggle to create online content. When you own a product-based business, you might hope your product will speak for itself and you can sit back and watch the sales flow in.
Unfortunately, it doesn’t work like that.
In this day and age, people buy from people. If there’s no face to your company, there’s nothing for your customers to connect with.
So, Minna and Jacqueline came up with their 3 Pillars Product Content Strategy to help business owners create content that builds know-like-trust with their customers.
Just remember the three C’s of content, Calendar, Conversational, and Cornerstone.Click here to download the show notes
Calendar content is the first kind of content most businesses make. Any content that involves dates, like upcoming events, sales, promotions, and new releases counts as calendar content.
When you’re planning out content for your brand, Minna and Jacqueline suggest looking at your calendar first. Is there anything coming up that your customers should know about?
One of the biggest mistakes product-based brands make is only posting calendar content and nothing else.
That’s where the next two C’s come in.
Conversational content is the heart of your brand. It’s designed to build engagement and prompt answers from your audience – not to sell to them… yet.
Before you can sell on social media, you need to build loyalty. Fun, engaging posts are key. Get to know your customers by asking them questions, or simply encouraging them to leave an emoji in the comments.
You can also use online engagement to inform product decisions. What colors would they prefer? What more do they want to see from your brand?
Eventually, they will be so used to acting when they see your posts, it will be natural for them to choose to buy your product.
Cornerstone content is helpful to your customers, provides value to them, and also incorporates your brand. This is where understanding your Dream Client becomes very important.
What interests do your customers have that can be connected to your product?
If you sell jewelry, your customers are probably interested in fashion, too. You could create a collage of Fall fashion inspiration that incorporates your bracelets, or a guide to matching your necklaces with different necklines.
Not only will you be advertising your product and creating know-like-trust, but you’ll also establish yourself as an expert in your particular niche.
What are the three questions you should be asking that will improve your content? Listen to the full episode for more tips on how to increase your visibility online.
See you next week, m’dear!
There’s a lot more to running a product-based business than just creating killer content. I’m here to help!
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Jacqueline and Minna on Instagram
The Product Boss: How to Stand Out to Create a Successful Brand with Tracy Matthews of Flourish & Thrive
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