15 Compelling Tips for Creating Content (So You Can Build Trust Online)

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For women solo entrepreneurs over 50, tips for creating content are more than handy advice; they’re essential tools for building your compelling online presence.

In a super-busy online world, packed with potential clients, your ability to attract them relies on the trust you build through each type of content you create.

This post is your go-to guide.

From crafting magnetic lead offers to writing an effective call-to-action, I share 15 indispensable strategies to convert casual visitors into loyal subscribers (and paying clients!).

Let’s get started, so you can enhance your online brand with your amazing content. And call in more of the clients who love your work.

15 Tips for Creating Content that Reaches Your Readers

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1. Build trust and make real connections with dream clients

Most information around creating content emphasizes strategy and SEO–which are important–but let’s not overlook the power of genuine connection.

As a seasoned expert with years and years of experience, you’re building more than a business.

You’re designing a personal online brand by developing 1:1 relationships and sharing your wisdom.

It’s all intended to result in meaningful experiences for your audience and your clients. Each blog post, video, podcast episode, or social media update shares your unique viewpoint of solving struggles, teaching how-tos, accomplishing successes, and real-life transformations.

Your years of wisdom, skill, and experiences combined with your natural empathy make your content one-of-a-kind. In a time of non-stop online interactions, your authentic approach shared in your content can turn a simple click into the start of a mutually valuable coach-client relationship.

Authenticity is more than a buzzword; it’s your competitive edge in an AI-driven world.

Speaking in your unique voice not only captivates but also builds lasting connections. This is especially relevant if you’re over 50, because you have boatloads of life experience and you share a unique, real world perspective.

Not only that, you’ll feel less like you’re “bothering” people when you dig deep to craft content in your voice. It will be as though your ideal client is sitting across from you, has just poured out their all-consuming challenge, and you’re helping them focus on choosing their next best step.

Write about the life and business experiences you have in common with your dream client audience. That way, you can guide, teach, inspire–and maybe make them laugh–while also fostering valuable connections that can lead to new clients.

For potential clients who don’t yet know you, your online content is the place to let your wisdom shine and make a difference in your reader’s day.

2. Your subscriber is more than just a name on a list

Your email list is not just a list of names and addresses, it can become a vibrant community of folks seeking guidance, inspiration, and genuine connection.

Set an intention to engage website visitors, turning them into loyal subscribers and devoted clients who refer others (just like them) to your business.

The key? Sincerity and heartfelt communication that mirrors your real-life conversations.

You possess a unique advantage in understanding the hopes, fears, challenges, and desires of your future subscribers and clients.

Every time you create a content piece, pour your understanding of your audience into it. That way, you can create a variety of communications and messaging that deeply resonates with them.

Whether you specialize in holistic coaching for women’s health and wellness, improving relationships, or helping clients get through major life changes, your wealth of wisdom and experience is relevant.

As an expert, your ability to comprehend their hopes, fears, struggles, and desires sets you apart. Use this insight to craft compelling email messages for your subscribers.

Pro Tip: Want to be a successful at crafting compelling content? Avoid generic messaging aimed at a wide audience. Write content for “The One”: your dream client.

Instead, focus on attracting an audience of right-fit future clients and building strong relationships. By honing in on your dream client audience, you can create high-quality content and share powerful marketing messages. You can make them feel like you talking directly to them.

3. Make website visitors + email subscribers eager to discover how they can be smarter

Imagine the impact you could make by sharing your unique voice and expertise with the online world. Your website visitors and email subscribers are hungry for the knowledge and insights that only you can provide.

Go beyond surface-level information and dive deep into the topics that matter most. And, write in a manner that your audience will easily grasp, without techy industry terms or jargon.

Break down barriers in your content.

• Answer the mucky, messy, mundane, embarrassing, complicated questions
• Discuss questions other experts in your field avoid talking about
• Address the issues your audience is afraid to ask about, but desperate to understand

From navigating life’s transitions to resolving difficult relationships at work and at home, bring the magic of your own experiences and anecdotes to the table when writing content. (Just like you do when working with clients.)

By openly sharing this valuable knowledge, you not only establish yourself as an expert, but also empower your audience to become smarter and more informed.

Your content is the place to let your wisdom shine and make a difference today. Again, just like you do when leading clients.

4. Write content with compassion so you can develop trust

Here’s the thing, there are lots of folks online doing every kind of business, offering every type of service you can name.

You want to stand out to your unique, dream clients. Only them.

An awesome way to do that is to share different types of content that build trust. You don’t have to resort to old-school, hard-edged, pushy, bro marketing tactics.

How?

Talk to your audience about topics they deeply care about. Come from a place of compassion.

After all, you remember what it was like for you, before you learned the lessons and acquired your wise experience, right? Write from that viewpoint. Write from your heart to theirs.

Let your readers know that you’ve walked in their stilettos. That way, you’ll ensure your messaging resonates on a personal level. You’ll build the know, like, and trust factor with your audience in each piece of content.

5. Develop your Lead Magnets as gifts from the heart

In the crazy busy digital world, it’s easy to get lost in the crush of content. But as a seasoned woman solo entrepreneur, you have a unique advantage: your life experiences, wisdom, and a genuine desire to help others.

Lead magnets aren’t just tools to grow your email list; they’re heartfelt offerings that showcase your expertise and reflect your ideal clients’ story and urgent pain.

Think of them as curated gifts, crafted specifically for your dream clients because you know their challenges, backstory, and desires. Let them know you understand their struggles.

Whether it’s a checklist packed with valuable steps they won’t hear everywhere else, a webinar based on your past clients’ experiences, or a personalized consult with you, lead magnets should communicate the authentic care you provide.

It’s about creating resources that not only attract your unique dream clients but also make them feel valued and understood. After all, your most compelling content comes from a space of truly wanting to make a difference, doesn’t it?

6. Super important in tips for creating content: Always include a call-to-action

Think of CTAs as your virtual handshake, inviting website visitors and email subscribers to engage more deeply with you. Whether it’s subscribing to your email list, commenting on a blog article, or clicking through to your services page, a well-placed CTA serves as that crucial nudge.

In your emails, CTAs could entice readers to make a purchase, schedule a discovery call, listen to your podcast, or explore your blog further.

This isn’t just a marketing gimmick; it’s your way of initiating a more profound connection. So as you’re preparing your content calendar don’t forget: add a CTA to …

• Every page on your website
• Especially your About page
• Across each of your blogs
• In each email newsletter

CTAs aren’t just good strategy; CTAs are good relationship-building.

7. Write epic headlines that leap out to dream clients

Legendary advertising icon David Ogilvy said that when you write your headline, you’ve spent 80 cents of your ad dollar. This proven rule applies to your organic content too.

Today, experts remind us that, on average, 8 out of 10 people will read your headline but only 2 people will read the rest.

Make sure your headlines speak to your dream clients’ unique challenges and desires. Write headlines that are so specific, they grab attention when your future clients scroll through search engines, their inboxes, and social media feeds.

That means your headlines deserve your time and creativity. Once you’re clear about the kind of headline you want to write, you can brainstorm with an artificial intelligence app like ChatGPT.

Here’s a post with 7 essential rules for writing epic headlines.

8. Tap into Social Media Teasers so you can entice your audience

Among the tips for creating content, your online presence plays a meaty role. On social media platforms, your goal is to entice potential ideal clients to visit your website.

Picture your social media content as Saks’ dazzling holiday windows and your teasers as Macy’s festive holiday displays that make your dream clients pause and marvel. Crafting these sneak peeks is an art form that can encourage your audience to click through to find more.

Whether it’s a few irresistible snippets from your latest blog or an enticing preview of an upcoming webinar, it’s time to make your content impossible to scroll past.

Your goal with social media content snippets is not only to grab attention, but to ignite curiosity and entice people to click, read, and engage with you on a deeper level.

9. Share real-life successes: the power of examples + micro case studies

Elevate your quality content by sharing real-life client success stories, also referred to as social proof. Examples of how a client solved a problem by working with you and micro case studies serve as tangible proof of your expertise and the transformative power of your work.

Whether you get permission to share client details or decide to make them anonymous, these anecdotes provide a relatable roadmap for potential clients. They not only show that you’re a real person, but also add tangible evidence to your claims, build trust, and boost your credibility.

10. Add a timeless, evergreen element to your website content

Discover the secret to long-lasting, valuable content – the slow-cooked meal of the online world.

While fast food may be tempting, take the time to prepare evergreen content that stands the test of time.

Making your content evergreen is the champagne tip amongst all the tips for creating content.

Think of the content on your website as a long-term investment. Unlike a social post that might get buried after a few days, content you publish on your website can stick around (be relevant) for years.

So, make it timeless—also known as “evergreen.”

This means when putting your content creation strategy in place for blog posts, articles, guides, freebies, or video content–it stays relevant and useful, not just for today but for the foreseeable future.

Whether it’s how-to blogs, cheatsheets, or inspirational stories, evergreen content keeps drawing potential clients in, month after month, year after year.

It’s the gift that keeps on giving, helping you attract new potential clients for a long time to come.

11. Visuals: capture your ideal clients’ attention with images that speak to them

In a world overflowing with Instagram-perfect images, it’s important for your visual content to stand out to your dream clients who value wisdom and expertise. If your target audience is over 40 or 50, choose visuals that go deeper than surface-level aesthetics and instead connect with their lived experiences and challenges.

Select images that reflect the journeys that have led your clients to seek the wisdom you offer. Whether it’s a peaceful scene that represents inner calm or a candid photo showcasing the confidence of a woman who is in mid-career, make sure your visual content tells a compelling story that resonates with your audience. Let them enhance your message and seamlessly become a part of your brand’s narrative.

Pro-tip: never publish a blog post without a featured (main) image.

12. Think of email subject lines as your *digital eye contact*

Think of your subject line as the first eye contact you make in the digital world—a gentle nudge that says, “Hey, I’ve got something valuable for you.”

Crafting a compelling subject line is like extending a warm, inviting smile; it sets the tone for everything that follows.

Your goal is to build trust right from this first touchpoint, encouraging your reader to click open your email. Make a promise of value, inspire curiosity, or offer a solution to a common problem. By setting the right tone, you lay the foundation for a trusting relationship with your audience.

13. Aim High: set ambitious goals for each type of content 

Every article, video, or social media marketing post that fills your content calendar should serve a well-defined purpose.

Don’t just aim to inform, strive to…

• Be memorable
• Inspire thought
• Encourage questions
• Facilitate meaningful conversations
• Share a new twist on old ideas
• Motivate action
• Change hearts

Your content planning goals could include attracting new email subscribers, fostering community engagement, motivating readers to try a new approach, or simply inspiring positive change.

This rich-stew approach not only amplifies your content’s impact but also gives you a range of metrics for tracking success.

14. Like a cat, your content has many lives

If you think about it, don’t you have excellent, old content pieces buried on your computer?

Your older pieces are far from stale; think of them as a fine wine that can be uncorked anew. It’s high time to give these treasures a second life, reviving and repurposing them for fresh eyes and current concerns.

Rework that past presentation into a compelling series of blog articles, giving your audience bite-sized nuggets of your wisdom. Or take an existing blog post and go even deeper, converting it into an email series that guides your readers through a journey of self-discovery.

As you unearth your past masterpieces, it’s easy to maintain your unique, authentic voice. The wisdom you’ve shared once can be reframed, reshaped, and re-voiced–based on what you’ve learned since you first wrote it.

It’s a wonderful way to keep your content ideas evergreen and endlessly valuable to new audiences. Not to mention, saving you a ton of time.

15. Discover your client’s mindset: the power of survey conversations

Building a deep understanding of your dream clients and their mindset is vital in today’s competitive landscape. And what better way to truly get to know them than by engaging in meaningful one-on-one conversations?

This is where voice-of-customer research becomes an invaluable element of your content creation process. By regularly connecting with your audience and asking about their top priorities, you can refine your content strategy and prioritize genuine interactions.

Get ready to take your relationship with your audience to the next level.

Final Thoughts

I know that diving into the world of content creation can feel overwhelming, like stepping into a forest with paths veering in every possible direction.

But remember, marketing and creating content isn’t just a business chore; it’s the bridge that connects you to the lives you’re destined to change. It’s how clients, who genuinely need your unique gifts and insights, find you.

You don’t have to do it all at once, and you don’t have to do it alone.

Choose just three to five tips that resonate with you and make them your own. Experiment, adjust, and watch as your efforts begin to blossom into meaningful connections, booked discovery calls, and yes—filled calendars with those ideal clients you’ve always dreamed of helping.

Picture it: A schedule that gives you the freedom to not only grow your business but also enrich your life. Envision earning enough to escape on that dream hiking trip, indulge in travel to Bali, or simply spend more quality time with your family.

All of this isn’t just a pipe dream; it’s a future you can build, one piece of content at a time.

So, what are you waiting for? Your dream clients are out there, searching for you. Start building that bridge. Make it strong. Make it yours.

If you’d like help with implementing your content marketing strategy, set up a no-cost call here. Together, we’ll map out your next action steps so you can attract more subscribers and clients with your content.

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