If I start a Marketing agency, it will not be too challenging for me to create good content. I mean, of course, earning trust through your content is not easy. But initiating the process of Content Marketing is not too difficult.
I have been a Marketer for a few years now. Putting together a blog, or a youtube channel, or a podcast, is not going to be a challenge.
But what if tomorrow, I decided to start a B to B product for accountants?
Or maybe, I start an Email marketing tool, only for yoga teachers?
I will struggle.
I will struggle because I do not have enough expertise in the Yoga business. I do not know enough about Accounting. I do not know their dreams, their fears, their dreams, and their aspirations.
How will I have a sustained content strategy in such cases?
So it happens, that in many scenarios, your target market’s world and your world, will be closely aligned with each other. But in many scenarios, it may happen that your expertise is not equipped to solve your audience’s problem through content.
How do we navigate through this situation?
The answer is – Crowdsourced content model.
When we adopt the Crowdsourced Content model, we do not create content by ourselves. Instead, we create content by using the expertise of the people who are in the same field as our audience.
Let’s get one step deeper.
While there could be numerous ways of creating this crowd-sourced content, I want to talk about one specific method- “Interviewing experts”.
As the name suggests, when you create content by interviewing experts, you are not the source of the content. You are merely a facilitator. You are someone who is putting the show together, but you are not the one who is performing! The experts in the industry are the performers.
These experts can be your potential clients, prospects, or even experts with whom you may not have interacted with before.
Here are a few reasons why ‘Interviewing Experts’ is a great strategy for creating your content –
- When you talk to experts, the pressure of creating value through content goes away. You get a steady volume of content that goes live on your channels.
- You develop valuable relationships with the experts in that field. Your circle increases. This may result in new business as well.
- By interacting with these experts, you get to learn. You get to learn a lot! Your knowledge skyrockets to another level.
- If the mission of your brand is to help their target market in a specific way (and I hope it is), then this quality content indeed has the potential to change their lives and solve their problems.
But that’s not it.
Even the experts who are being interviewed benefit from this strategy.
A win-win situation…
How do these experts benefit?
- When you start promoting this content, the experts get exposed to a wider audience that did not know them before. They get to leverage your online presence, reach more people and thus build a stronger brand.
- Everyone loves a listener. The moment you present yourself as someone who is immensely curious about what the guest is saying, the guest is encouraged and delighted. Not only does this interaction creates valuable content for the audience, but it also leaves both parties with a lot of positivity. True connections are built.
- The guests feel that they are making a certain contribution. And I will tell you what, everyone loves contributing.
We don’t need to carry this burden of content creation by ourselves.
In the next episode, I will share a case study, which will cover how I implemented this strategy for one of my clients.