Sharing Your Message: 5 Steps to More Engaging Content and Client Connections

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Want to make more engaging content, so you can call in more of your ideal clients?

Brava you! Because it’s an amazing way to attract your best potential dream clients.

When you focus on writing more engaging content, your content becomes more relevant and appealing to dream clients. And that enables you to make more online connections with future clients so you can get your message out, fill your calendar with right-fit clients, and do more of the work you love.

Let’s dive into the whole notion of crafting content that gets your message out.

Your intentions are to do your best work, share your message, and add value to your audience’s lives, right?

Yet, maybe some days you’re like Briana…

Briana was sitting at her desk, staring at a blank screen. She usually had a blog post idea to write by now but she just couldn’t seem to get started. 

It’s not that the subject of the blog article didn’t interest her – it did. 

In fact, normally she’d thought about what to say for hours (days) before choosing a topic and writing an introductory sentence or two. So why wasn’t anything happening?

• Too many things were going on in her life right now for Briana to find the creative energy necessary to focus.
• She had to get this blog post done well-enough so it’d be worth publishing for her audience.
• It wasn’t that Briana didn’t want to write, she wanted a fresh how-to article she could send to her list at least once a week.
• Not only that, she knew that then she’d have more already-done content to share on social media.
• By sharing blog snippets on social media, she’d get more visitors back to her website.
• More website visitors meant more folks would sign up for her list. Think of the future client connections she’d make!
• More connections and email subscribers meant the possibility of selling more coaching packages…including the digital course she was currently developing.

Then, it seemed like everyone was always telling Briana how much they loved reading her blog. That made her want to keep up the writing momentum to further establish herself as an expert coach.

But then came that pesky blank page. Briana’s mind came up with every reason she just couldn’t write today:

I can’t seem to sit still long enough for this post. It feels like I’m constantly thinking of other stuff that has to get done.

My head’s spinning with all the ideas to share so I can get engagement from my readers…which one do I start with?

I’m not sure how to make this engaging content also meaningful so more readers will click on it!

This post has to be perfect because I haven’t published a new blog post since, um….

Can you relate to Briana’s dilemma? You’re not alone! 

Stay with me, I’ll share 5 tangible, practical content creation steps to take so you can make more engaging content and make more client connections.

First, let’s talk about what is “more engaging content”? Why is it important to marketing your services online?

Engaging content is key to your ability to entice potential clients on social media to visit your website. It’s valuable for encouraging more “online searchers” who are looking for solutions to their problems, to visit your website.

More engaging content makes it easier for people to feel that you understand their situation …

… so they can determine if you’re a potential coach for them.

How? To begin with, people who search for solutions to problems, want to feel seen and heard. Be

Engaging content talks about your ideal client’s desires and pain points. And (crucial) entices them to click through to your website to find out more about you. 

Question: have you ever considered why you were drawn toward a particular piece of content? Something you found on social media or in search engine results?

Maybe the answer is that the content piece:

• Captured your attention with a catchy headline (hook)
• Talked about a specific challenge you’d like to solve
• Was well-outlined, with sub-headings that were relevant to you
• Caught your eye with intriguing, good-quality images

Creating more engaging content, that’s compelling to your specific clients, is crucial to attract readers in a crowded online world.

Captivating your audience with more engaging content, that is specific to them, is key to standing out.

Whether it’s a blog post, video script, services page, or website home page, your success hinges on crafting compelling and beautifully written copy. Copy that’s relevant to your ideal clients.

Content that captures immediate attention, and encourages readers to explore further, will be more likely to inspire website visitors to subscribe to your email list and result in more inquires about your services.

But wait, before we dive into the five steps, let’s take a moment to explore some proven best practices for crafting more engaging content. So you can consistently publish captivating online content.

• Make your piece easy to scan and to read: use headers and sub-headers
• Add high-quality images to break up the text on blog posts and webpages
• Tap into the power of lists to captivate your audience with your marketing content
• Choose the specific action you want readers to take, after they read, watch, or listen to your content
• Never forget to include a Call-to-Action like: download a freebie, schedule a discovery call 
• Be super clear: online visitors often quickly scan your content to decide if they want to read through
• Craft a catchy headline that makes readers curious, so you can capture potential clients’ attention 

 And the best news? You don’t have to start from scratch each time. You don’t have to, and shouldn’t, start with a blank screen for every content piece. (See step #4)

It’s smart business to recycle, repurpose, and reuse your business and online marketing content.

5 Steps: Make more engaging content + attract future clients

Step 1: Take ownership of your client + your content strategy 

After more than 30 years of experience as a marketing expert in both corporate and coaching entrepreneurs, I promise you that two key business rules remain steady:

Well, make that three:

Even if you pay for online ads, sharing (and resharing) blogs, podcasts, and videos organically on social media’s here to stay if you’re looking to connect with your ideal client audience online.

The reality: You must share your content online (and in emails to your list) on the regular.

You should repurpose, recycle, reshare, and republish your marketing content (online and offline) as many time as you wish. Wring every last bit of value from the hard work you put into content creation!

Get clear about who your best-fit clients are and what your precise content creation strategy is. Then, you can make online connections with them more easily because you’ll talk directly to their desires and pain points in your content.

Imagine how relieved, confident, and prepared you’ll feel, after you have up-to-the-minute clarity about who you’re making content for. And what your creation, sharing and resharing strategy is.

You’ll become a confident creator, publish more engaging content online. Your content will align with the people you want to serve. You’ll call in more of your potential clients.

All because you’re connecting with the right clients.

It all starts with clarity and taking ownership of your marketing roadmap. Choose your dream clients. Own them. Next, decide on how you’ll make, use, and reuse content to attract and connect with the clients you want to serve.

Not only that, if you use artificial intelligence (AI) apps to help brainstorm content ideas or write rough drafts, once you’ve got your dream client backstory nailed, you can use it to prompt (give instructions to) ChatGPT. That way, you’ll get a less-robot sounding content piece from the tool.

You may ask: how do you know what content your audience wants? Let’s look at Step 2.

Step 2: Conduct voice-of-customer research

Could your marketing content be the missing puzzle piece your clients are scanning their social media feeds to discover? Yes it could, as long as you follow best business and marketing practices.

Unless you’re single-minded about understanding your clients’ top problems, you’ll be frustrated about making authentic content for blog posts or videos that they’ll dive into.

You don’t want to publish the same-old, repetitive posts and articles as everyone else in your space. You want to tap into your audience’s most urgent issues and ambitious dreams.

Voice-of-customer (VoC) research

In addition to exploring what your audience says and shares on social media, conduct voice of customer (VoC) research.

You can implement VoC research in multiple ways:

• Conducting online surveys with your email list members
• Specific questions you ask during discovery or onboarding calls
• 1:1 interviews via zoom, phone call, or in person

You’ll be amazed by how much you can learn with a bit of VoC research. How do you do that? Glad you asked, for starters:

• Have the patient courage to go deep to uncover your dream clients’ unspoken pain
• Be relentless about asking ideal clients open-ended questions
• Allow them to describe their urgent issues (every chance you get)
• Listen to their words until your ears bleed 
• Stay empathetic to the problems your clients obsess over

Above all, avoid the pitfall of drowning your future client audience in generic blogs and feeble social posts with humdrum advice.

Don’t share info they’ve seen everywhere. Instead, craft steps, lessons, and tips that answer the exact questions they’re obsessing over right now.

You’ll be the coach creating mind-blowing content that makes dream clients screech to a halt as they thumb through their Facebook newsfeeds. Or speed through Reels on Instagram.

Then what? Your clients’ agonizing problems become your personal content goldmine. All so that you choose the most fascinating topics for your amazing blog posts. You can write more engaging content with ease and confidence.

Bonus: Once you’ve immersed yourself in dream clients’ specific challenges, you’ll find your voice. You’ll know the tone and emotions to use when writing for them.

Remember, you’re creating content ‘only’ for your audience of potential clients. Not for ‘everyone’ who has the problems you help solve.

And we don’t stop there; see Step 3 for what to do with the gems you uncover.

Step 3: Build a content plan you’ll follow

So now, how do you get the ideas for meaty, irresistible topics and your message out of your brain and into action?

By planning ahead. You morph into a squirrel gathering nuts for the upcoming winter.

Based on conversations and VoC research with clients, you endlessly craft questions to answer in your content, that dream clients are starving for. You’re constantly collecting, dreaming up, and formulating juicy topics. 

You jot them all down. Keep a notebook. Dictate into your phone snippets of blog and social media ideas while you’re walking the dog. Or scribble them on sticky notes.

If you’re like me, you’ll brainstorm engaging content ideas while having a glass of wine.

Then you’ll assemble your Content Plan.

It can be as simple as a Google doc or spreadsheet. If you want to get more elaborate, build your content plan using a project management app.

As you’ve gathered by now, you’re never done storing up potential content ideas! Let’s organize your wonderful gems in Step 4…

Related: 12 Solopreneur Content Tips to Attract Dream Clients (Even if You Hate to Write)

Step 4: Want more engaging content? Be fanatically intentional

After you’re well-stocked with sizzling marketing content ideas that your client audience is scrolling for, it’s time to fuel your content creation process with your intentions, your plan, and your schedule.

In fact, expert marketing influencer and keynote speaker, Mark Schaefer says:

“You need to fanatically set aside sacred time every week to work on your ideas — just as you would schedule time to work out, go on a date, or complete a project for work or school. If you’re serious about breaking through the noise of this world you have to be consistent, and to be consistent, creating has to be a priority.” ~ Mark Schaefer, Grow Blog

Get ready to build your content plan! Also known as an editorial calendar, this plan organizes all your ideas, brainstormed topics, and frequently asked client questions.

You’ve probably jotted down ideas or kept a notebook filled with them. Maybe you’ve even recorded snippets of blog and social media ideas on your phone while walking your dog, or scribbled them on sticky notes.

If you’re anything like me, you’ll brainstorm captivating content ideas while enjoying a glass of wine.

But don’t worry, creating your content plan is simple because you’ve already done the hard work in steps 1 and 2. You’ve identified your target audience and paid close attention to their pain points.

So now, how do you turn those brilliant ideas into action?

Simply assemble your own working, Content Plan.

It can be as easy as a Google doc or spreadsheet. If you want to get fancy, use a project management app to build your plan. The key is to gather and organize your ideas, along with the dates for creation, editing, finding images, and repurposing your content pieces.

Yes, repurposing and recycling your older content is a key element in your content plan.

Think about it – you have some amazing articles on your website from three months ago. You can easily reshare them.

• Take an email that everyone loved and turn it into a blog post
• Convert a popular Instagram post into a blog post or email
• Make the most of your existing content while adding fresh ideas to your content plan

You don’t want to realize, holy cow it’s been months since you’ve published a blog post on your website, do you? Or weeks since you’ve posted on social media?

Of course you don’t and that’s why I’ve written Step 5 for you to put your hard work into action.

Related: How to Create Content for Your Ideal Clients, So They Say, “She Gets Me!”

If you’d like help with implementing these steps, set up a free clarity call with me here.

Step 5: Create, show up, share, and engage with potential clients 

Whew, four tidy steps so far! My friend, it’s time to lean in and make your content, based on what you know about your dream clients.

My best advice to you: make marketing content as though your ideal client is sitting across the table from you. Speaking directly, empathetically, and specifically is what you do in your work as a coach, mentor, teacher, and expert, right?

And the best part? You can’t go wrong. Follow your exact in-person conversational style when writing a blog post or a social media snippet.

Truth be told, this is one of the top advantages you have as a solopreneur. You have the upper hand here because as a coach, this is how you speak normally to your clients. Speak the same way to your online audience when you’re creating pieces of your expertise to share on your website/social media.

All you have to do, is get down on paper (blog post) one of the typical conversations you have with potential clients! 

You know, the ones where your best clients or students feel hopeless. 

• Where she feels she’ll never be able to move past her pain, her loss, the professional hurdle
• When she’s brought to her knees by the horrendous curve ball in her personal life she never saw coming
• What is your message to her, to give her fresh hope? 
• What wisdom do you share, to inspire her to shift both her mindset, her path so she can become the person she wants to be? 

Say that in your marketing, and…

…Share the same message every time you go on social media. 

… Actively share snippets of blog posts on social media.

…Provide baby steps toward solving the problems your clients struggle with the most.

Final thoughts

Your goal with these five steps to online engagement is pretty straightforward. You want to create and share marketing content: blog articles, social media posts, videos, or podcasts. Or all of the above.

It’s all so that you can earn engagement. And connect with the specific clients who struggle with the problems you’re the best at helping to solve. 

Your ultimate goal is to make connections with clients you want to fill your business. So, set your intentions to become consistent with creating marketing content.

And about our friend, Briana? 

She decided it was high time to deal with, as she called it, “the content stuff”. She followed (most of) the 5 steps I’ve shared with you above. 

After becoming consistent with content creation and sharing on social media, her biggest boost came from calendaring her content roadmap.

Her giant benefit? Briana’s words, “Not having to wake up wondering what I am going to freaking post today on Instagram!”

I’m wishing the same for you. Promise you’ll adopt one or more of these practical steps. So you can get on top of creating more engaging content and making more connections with clients you love. If you’d like some help with implementing these steps, set up a free clarity call with me here.

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