So you’ve found your groove, and you’re creating content like crazy. Good content. Content that you know provides dynamite value to those that read it… and crickets.
Once you have your process down, and you are creating content that will wow and amaze your ideal clients, how do you actually get them to see it? To engage with it?
Let me present to you 6 easy ways to create content that attracts and nurtures your ideal client:
1. Create relevant content for your ideal customer.
I know this sounds like common sense, but you must be certain that your content is created and distributed in a way that will speak to your ideal client.
Traffic on its own won’t help you reach your goals. Instead, you have to have qualified and engaged traffic.
Creating content that will entice your ideal client is essential for attracting qualified traffic.
Sometimes it’s as easy as asking your past or current clients questions. Just listen and they’ll tell you what’s important to them. Then create content that speaks to that.
2. Don't make it about you!
When it comes to creating content that attracts your ideal client, remember it is NOT about you or your company.
I’ve seen a lot of businesses land head first on this landmine in an attempt to establish an online presence.
In his book, It’s Not About You, Bob Burg explains that what matters most in your business, and in your content, is having the mindset of a customer and getting lost in the problems they are searching to solve.
Write original, valuable, helpful content that will help them address their problems and questions and improve their lives. If you do, they will be inspired to share your content with others.
One more time, remember: it’s not about you, it’s about your ideal client.
3. Make it easy to navigate your content.
People want to find what they are looking for without much thought or effort. There have been entire books written about it. (My favorite is Don’t Make Me Think.) Make navigating your content (and your website) EASY.
Making it difficult to find a topic or answer – or having no organization to your content at all – is a problem. A problem that will cost you customers. Remember, you are there to provide an answer to them.
Have an easy-to-use navigation bar; use tags and categories. The key is to make it easy.
4. Be consistent.
Do you remember when you and your family would anxiously plan your activities around watching Full House, or Family Matters, or The Wonder Years?
Of course you do.
What time was that show on?
Thursdays at 8, right? Every. Single. Thursday.
And if it was on hiatus, you’d begrudgingly watch the rerun, which, unless there was a major exception, was also airing Thursday at 8 PM.
Your content needs to be that consistent. Like a favorite TV show that was on at 8PM on Thursdays, your content must be delivered at a dependable frequency. So create a content calendar and stick to it!
5. Use your content more than once.
It takes time and/or money to create your own content, but I see too many marketers publishing great content… and then they never use it again.
If you are giving value and producing amazing content, you can continue promoting and sharing it.
In fact, repurposing it helps you get the most out of your content.
- Turn it into a Vlog.
- Turn it into a podcast.
- Use it for a Facebook, Instagram, or YouTube Live.
- Create social media posts.
- Use it as part of your emails to your clients.
- (And those are just a few ways of many!)
6. Make shareable content.
The most effective content is shareable content.
What makes content shareable?
Well, stop and think a moment about the types of images, comments, posts, and articles that you share online. Why do you share them?
They often make you laugh, support your position on a topic, feature something you’re passionate about, or make you look smart.
Here is a short list of the types of content that get shared most often, from Jayson DeMers:
- Original research. These pieces tend to be reports, whitepapers, case studies, or other analyses that present and discuss the findings of research that hasn’t been done before.
- Journalism and opinions. Stemming from a news development or existing in a vacuum, these pieces are all about presenting, defending, and/or scrutinizing a strong opinion in your industry.
- Lists. Lists are simple, but effective—people love them for their quick pace and concise style.
- Videos. Videos are becoming more popular, and therefore, more important—especially for a mobile audience.
- How-tos. How-tos are worthwhile for their sheer practicality, as well as the visibility bonus of being relevant for more inbound searches.
- “Why” posts. Why posts carry the same advantages as how-to posts, but from a slightly different angle.
- · Quizzes. The interactive element of quizzes is what makes them such popular items to share, but depending on your industry, you may find it difficult to create one relevant to your audience.
- Infographics. Infographics still get shared often—but you can’t just slap one together. You have to present new, exciting information in a compelling, original way.
There you have it. If you follow these tips, you can create content that attracts and nurtures your ideal client.
/krēāˈtivədē/ /kuh n-suhl-tnt/
Noun: An energetic native Floridian with a passion for smart, authentic, imaginative, effective marketing strategies and original ideas.
Synonyms: Netflix Junkie, Cockapoo mom, crazy aunt, world traveler, foodie.