Consistently creating great content for a single, well-defined audience isn’t easy.
But how do you create great content for multiple audiences at once?
Cheryl Breukelman, Principal at Epiphany Coaches, recently shared her team’s content marketing approach on the Building Your Unique Training Brand podcast.
In the coaching industry, and certainly it’s true for us, so much of our business is driven by referrals. It just speaks to the value of the relationships, and the importance of the relationships that we have.
It’s also important to think about how to grow in a way that’s a little more systematic.
The way we think about it is that we want to be speaking to our community. People that are interested in what we’re doing. They may not even be buyers, but they want to read our content. They’re connected into what we’re doing. And we want to have a conversation with them every day.
The need to speak to the HR leaders, as well as individual executives, means creating content for both audiences. So that they can have a better understanding of when to use coaching, how to use coaching, how to set it up.
Add some value, and make a strong case.