I am always panning for gold, sifting and picking out the nuggets as I read.
Hinge Marketing publishes a Content Marketing Guide for Professional Services Firms and I found a gold nugget in it today:
"Write something very useful and practical.
An in-depth analysis of an issue is fine. But a step-by-step plan for solving the problem it creates is much better. HOW is better than WHY."
That is a chunk of marketing gold for anyone building a personal brand with content on the web. For example, don't just tell me why to lose weight, tell me how to lose weight. That one is a no-brainer.
But some of the services my clients offer are not blatantly obvious like weight loss.
One is an intuitive artist, and she is searching for her ideal art customers. We are working on how she can create words to attract her ideal customers by building her personal brand.
Another one coaches authors through the process of getting their books published on Kindle. We are working on how he can distinguish his services from his competition.
I am going to share this chunk of marketing gold with both of my personal branding clients right away.