Build How-To Material to Grow Relationships

Definitely find that there is a huge demand for how-to info. People like to have take-aways (from blog or events) that they can apply right away. The key is to make sure the level of how-to fits the audience. Sometimes it may not be possible to gauge their level of knowledge before you blog/give a talk. Making sure the topic is clear is important, so people know if they will be reading/attending 101, advanced, etc…

Good post as always, Chris.

great post and a great reminder! i just finished a series of “how-to” posts on blogging for handmade sellers.

it was very well received and created lots of opportunities for me as a freelancer – exactly what i wanted!

http://handmadeinpa.net/category/blog-challenge

Thanks for this Chris – A “how-to” post or article certainly is the easiest way to lead into a “call to action”.

As some of the comments before me have already pointed out, when writing a “how to”, don't assume your reader already knows the basics. I have often made that mistake.

Just because certain steps of a how to topic may seem so simple to me that “everyone should know”, does not necessarily mean they do. If they are reading a “How To” article or post, it is usually because they don't yet know.

It is also a great idea to offer a series of how-to articles on a subject, starting with the very basic and then adding an intermediate and advanced. This could actually be a great way to end up with a complete book.

I agree 100%. I really enjoy sharing how-tos.

An odd side benefit: I just had a client ask me to write a custom toolkit for her, because she liked the simple tips I post in my blog every now and again.

The key is to add value. If this is with how-to information then so be it. At the same time, one has to check into the credibility of this how-to information. Does this person really know what he or she is talking about? If so, then build and form a solid relationship of giving and taking value- which is the key to making a splash on the social media scene.

Chris, many already have a ton of materials online/offline out there, here is a short assessment tool that can measure “how well” your existing content stacks up.
http://bit.ly/U1Svs

Hello Chris, I have found that my 'how to' personal branding presentations are requested 4 times out of five over my motivational speeches – and this is across all kinds of organizations in all countries. The speed of change and innovation has made people/businesses painfully aware that they need to learn and grow every day or they will become obsolete.

Best.
William
http://www.reachcc.com

I held a session at the High Point Furniture Market in High Point, NC on Tuesday called “Making Social Media Work for You”and my audience was captivated with the “how-to” advice I offered. You are so right about this. It seemed that whenever I gave specific examples on how to do something I'd just suggested, everyone started taking notes and so many questions came after. I would say “Stop depending on traditional media” and then offer ways they could uses social media to decrease that dependency and that seemed to be the value. I've done these types of posts on my blog but not nearly enough. I will post more of this, because I find that I gravitate to those types of posts myself. Good post, Chris. Thanks.
Angela Connor | @communitygirl

I don't usually like to come here just to kiss your…bald head, but on this, I couldn't agree more. This is exactly what I spend my time doing because no matter what conversation I have regarding social media, it always comes back to nuts and bolts.

There's no denying an airplane is the best way to travel cross country, but I'm glad somebody takes the time to teach pilots how to fly them.

Wow, I see everyone here agrees with you (what's new?) but on this one, I disagree.

I do see that people want “how-to” information. Easy recipes for success.

However, sometimes what they need is different from what they want.

I'm an academic, so I frustrate these expectations, because I don't believe in easy recipes – just because something worked in one case, it doesn't necessarily mean it will work in another one. The thirst for “how-to” information often leads to oversimplification and overgeneralization. Communication is complex. There are no easy recipes, rules, and formulas. We have to learn to think through ambiguity, uncertainty, and unpredictability.

So instead of “how-to” I give people frameworks for thinking, making sense of their own situations – frameworks that can help them decide what's the best thing to do given their situation, their client, their audiences. Sometimes these frameworks are … (gasp!) communication theories.

So the point is? Think twice. The thirst and unquestioned enthusiasm for “how-to” information does have its downsides. Sometimes information that makes you think & gives you a headache might be (also) useful, even if it's not an easy entertaining recipe.

Hi Chris.

Your point about giving people the tools to help themselves…. That's exactly what I do with our photo gifts blog.

What started as another place to shout about our products and service quickly diversified into general gift gossip and news. In addition, I like to write what I hope are useful seo articles based on our own experiences and results to help other (small businesses in particular) but anyone really.

I've also, as I've expanded the customisation of our blog and website shared these 'how-to's' with the general audience.

At first I was uncertain about this strategy as after all, I may be giving potential competitors the same tools that i'd spent ages searching for an implementing.

However, it's pleasing to note that one of our most visited articles is one we wrote – not about photo gifts but about adding social bookmarking icons to your blog footer.

So yes, it does help you overall if you're willing to share.

Jonathan.

http://purple13.blogspot.com (our blog).

I will say my very young blog seems to do better when I am trying to teach something.

Agreed. How-to's are the way to go to get people talking. But it can be tough to make them entertaining. I think a 1st step is to start making the how-tos then once you get good at that start shaping them into more entertaining and truly eye catching posts

I try to do a balance of “thought” pieces and “how-to” pieces, because I believe that google searchers are looking for an article to teach them something and your core group of readers are looking for your opinion or thoughts on a certain subject or area of interest.

Your article is very good.I have the same belief with you.