The use of utility content is similar to how misdirection is used when performing a magic trick, it helps to support the real magic and without it there is no magic at all, or it’s just not as good. Utility content is valuable content that is in line with your perfect client’s interests, and it is given away for free in volume – pillar strategy (explained in my other blog: How to supercharge your content strategy) is a great way to execute this.
“Releasing one conversion video on your social media channels without first bolstering it with utility content, is comparable to a telemarketing business cold calling and expecting you to buy what they’re selling.”
Prospects need to be warmed up to the idea of working with you, and a level of trust is required first. This is why building a relationship with prospects first before dropping a conversion video is so important, and this is where utility content shines.
Using this kind of content become especially effective once you know clearly who your business is serving and why. If you want some tips to help you know your target customers better, check out my other blog – ‘Who is your PERFECT customer’ for some useful hacks. Knowing your audiences interests can help drive many creative ideas, but in general your utility content will fall into three buckets – inspiration, education or entertainment.
It’s important to note that the second you attempt to sell something to a viewer, this stops becoming utility content, do this too much and you run the risk of losing your audience. However, this doesn’t mean you can’t use utilitty content to sell, infact this is the whole point of creating this style of content in the first place. The key is timing and the use of top-funnel videos. If you would like to better understand how this appraoch might be implemented for your business, get in touch for a free 20-min no obligation strategy call.