Welcome to the #AskNatchi Show. I am excited to join you and to answer this very important question, “How do you keep coming up with relevant topics and content ideas for your audience?”
I have 3 Simple Questions – S.O.N. which you can ask yourself
Something that will make sense to them, something that will really be useful and valuable to them? That’s why we work so hard to create content on social media for your ministry and non-profit. I’ve got 3 simple questions that you can ask yourself. And you can remember it very easily – S.O.N., that’s the abbreviation that you can remember.
No.1: Strategy-based Content
#1 – S, is a strategy question. What is the strategy that you have for this season? That’s the first question you should ask yourself. What is your strategy for the season? keep in mind, that the important word is the ‘season’. Because in every season you and me have a specific strategy or a plan. For example, maybe in the next 3 months, which is towards the end of the year, you might have plans to equip people to end the year very strongly. Maybe you equip your audience to be strong during the end of the year because it’s usually a very stressful time and so on. So there you have it.
Based on that strategy you can come up with content. That is the right way to do it, because it also aligns with all your other organizational goals and objectives. And it aligns with moving your organization forward in the online space. That way your topics and your content also walks along with your audience as they go through this journey with you. That is the first and most important, and the highly recommended way of coming up with content – which is strategy-based content, ideas and topics for that particular season.
It could also be a fact that maybe you’re launching a course, or you are launching a webinar, or taking some big steps on the online space for your ministry. If you come up with these weekly content based on that, then everything nicely aligns together. Your audience also feels that you are taking them through a particular journey. So that’s number one.
No. 2: Obstacle-based Content
#2 – O, which is obstacle-based topics. What is obstacle-based topics? People, your audience, are going from point A to point B. They are on a journey. They are following you, and listening to you, and being ministered to you in the online space because you are able to create content that helps them to go through that journey. For example, let’s say you are a ministry that helps people get out of debt. Now, somebody is in debt and at the end of the journey, they become debt free.
That’s the journey, right? Now as they go through that, what are the obstacles? Think about that. What is stopping them? These are things that they don’t realize. They don’t know that this is the obstacle. They’re just thinking only about the journey because that is the big thing in their mind. So they’re constantly thinking, “How do I get out of debt? How do I get out of debt?” Maybe there are a few things that are actually stopping them from getting out of debt.
For example, their impulsive buying behavior. I’m just giving you an example. That could be one big thing that stops people from getting out of debt. Now, you can have that as a topic if you are in that space of ministry where you’re helping people financially. Just to give you an example. So that is obstacle-based content. Sit down, think about all the things that are acting as an obstacle for your audience in going from where they are, to where they want to be. That’ll give you a huge flow of topics and ideas and things that you can talk about on social media and the Internet space.
No. 3: Need-based Content
#3 – N, which is need-based content. Let me explain that, because it looks similar to O, which is obstacle-based content, which is also a need. But here what I’m talking about is the need that they DO realize. In the O section, there is an obstacle which they don’t even realize. They don’t even know that this is their problem. But that is the obstacle that is stopping them from going from A to B. But here, they very well know that they have a need. For example, everybody who is trying to get out of debt wants to understand how to deal with credit card problems. How to avoid high interest debt? How to take the first step? These are all specific needs that they are very aware of. And if you create content and topics and stuff that talks about that need that they already have, then guess what? They will start following you. They will know you.
In fact, they are searching for it already on Google. So if you create content that is specific to that need, then you will actually be found when they are searching for it on Google or YouTube. And your content is going to be visible to them. So these are 3 very powerful ways of coming up with content. One is related to the strategy, and the second is related to the path or the journey that people are taking and removing obstacles from the way, and the third is need which they already have and they are really searching for answers for that particular need, and you are able to provide it to them in a very systematic and structured manner.
If you do this, then you are constantly creating content in almost an evergreen, a perennial way where you are never stuck or you never come to a point where you don’t know what to talk about. Because these 3 things are always going to be there for your audience. So I hope that was helpful. And let me know if you are able to apply this and make progress in any way. I’ll be very happy to get some feedback from you.
If you have any other questions or thoughts related to digital or social media, do let me know. I’d be very happy to answer them. Have a fantastic week and an awesome day ahead. God bless you. I’ll see you next week with another answer to another question. Until then, you stay connected, stay blessed, and stay very safe. God bless you. Bye.
Author of The Connected Church. Social Media and Digital Marketing Consultant for Nonprofits, Faith-based Organisations, Churches and Ministries. You can subscribe to Natchi’s email newsletter by clicking here.