7 Smart Steps: Creating Content Clients Want
You know that moment when you’re creating content, hoping to capture your ideal client’s attention?
One part of you believes you can connect deeply, while another part worries it needs to be perfect to make an impact.
If that sounds familiar, you’re not alone.
As a marketing coach with over 30 years of experience helping women over 50, here’s what I know to be true: your years of experience make you the perfect woman to create content that speaks directly to your ideal clients.
Your years and years of experience make you the perfect woman to create content that speaks directly to your ideal clients and calls them in.
You have insights and expertise that can build the kind of genuine connection they’re looking for—without the pressure of having to be anything but yourself.
The good news? Creating content that resonates doesn’t require perfection; it just takes intention and a few simple steps.
This post shares seven steps to help you focus on what matters most—building authentic connections with clients who need exactly what you have to offer.
By following these steps, you’ll create content that not only feels true to you but also calls in the clients you’re meant to serve.
Happily, you’ll also have more time to do the work you love.
You can jump to…
7 Smart Steps: Creating Content Ideal Clients Want
Step 1] Choose your ideal client + specific pain point
Questions about what to write about and how to be fresh and relevant can delay you when creating content. Issues that challenge women experts, like you, include dilemmas like:
- What do I even write about?
- Hasn’t it all been said before?
- How do I nail my ideal clients’ pain points so I can write helpful posts?
If you’ve asked yourself questions like these, you’re in good company!
As a solo entrepreneur, you’re doing the heavy lifting. On. Your. Own.
You’re wearing all the hats. You’re juggling life, family responsibilities, taking care of clients, and everything your business needs.
On top of all of that, it can feel frustrating to stare at a blinking cursor. Wondering where to start with writing content that’s appealing to your specific clients, and stands out to them online / in their inboxes.
There’s hope, I promise.
Because of your deep experience, you have tons of wisdom and knowledge. You can easily pour snippets of your expertise into your content.
Start with documenting (or refreshing) your dream client’s backstory.
- Who are they?
- What are their pain points and desires?
- Which solutions have they exhausted, trying to achieve their dreams?
- What messages in your content will make them feel *seen* and heard?
You want to be strategic about the content you create. Understanding clients’ needs and wants helps you tailor your content to address their specific challenges.
You want them to feel understood when they find your content, right?
Not only that, when potential clients find and read (scan) your content, you want them to think, “Wow, this coach gets me!”
When it’s time to create your next blog post or video, flip open your perfect client binder, Google doc, or folder—and remind yourself of what matters most to your unique audience of potential clients.
Next, determine which one of your ideal clients’ burning questions to answer in your blog article, video, or social media post.
- Give them tips on solving one of their pressing, pesky, and persistent problems
- Share baby steps she can take to make progress on one of her top goals or dreams
- Inspire them by describing ways your clients can reframe how they view their struggles
If you’d like more insight about the importance of knowing your dream clients, visit this post.
Pro tip: If you’re using an artificial intelligence app to help brainstorm topics, outlines, or drafts of your content, you must consistently use your ideal client avatar’s story. Include their story as the context in the AI prompts you feed into the tool. With your clients’ backstory as context, your results from the AI will more closely reflect your voice and better resonate with potential clients.
Step 2] When creating content, set your business + reader goals
As they say, if you don’t set your sights on what you want to accomplish you may not achieve it.
So decide: What do you want to accomplish with this content piece?
- Become more visible online
- Encourage more website visitors to subscribe to your email list
- Book more discovery calls
- Fill your group program
Clarifying your business goal for each blog post or other content piece will help you create content that aligns with your overall objectives.
Reader goals
Next, after reading your content, how do you want your readers to feel?
- What action(s) do you want them to take?
- How can you make your content meaningful to your audience?
- How can you make your content memorable to potential clients?
Create Client-Attracting Content
Stop spinning your wheels about the best content to create, so you can bring in clients. Get this guide and follow my simple 5-step Client Clarity System to create content your future dream clients search for.
That way, you can foster meaningful connections and pack your calendar with clients who love your work.
By signing up, you agree to this website’s privacy policy and terms and conditions. We promise we won’t send you spam. You’re welcome to unsubscribe at any time.
Step 3] Determine the keyword phrase dream clients use
As we know, keywords are the holy grail in online business and marketing. They’re how search engines find your website and so are crucial for ensuring that your organic marketing content gets discovered by your client audience.
Research the keyword phrases that your ideal clients are using to describe their desired solutions, and incorporate them into your content. Where do you look for them? Here are key places to start:
→ What specific words and phrases do your clients use to explain their challenges and goals in conversations?
→ How do they discuss their problems on social media?
→ What terms and phrases do they use to answer questions when you survey them?
How to use your avatars’ keywords when creating content to make it more relatable:
Step 4] Invest creativity in headlines (using clients’ keywords)
Experts say that on average 8 out of 10 people read your headline, but only 2 out of 10 will read the rest.
You want to be creative with headlines and titles because headlines on your blog posts, web pages, and social media posts are the first thing your audience sees. They must be attention-grabbing.
Use the keywords you identified in Step 3 to draft at least 10 catchy headlines that will resonate with your ideal clients. Truth be told, the more headlines you draft the better. You can use AI tools like ChatGPT or Claude to help brainstorm title and headline ideas.
You want to speak directly to your dream client avatar with your headlines.
Here’s my post on 7 Essential Headline Writing Rules
Step 5] Draft an outline sharing your wisdom, expertise
Marketing isn’t about promoting. It’s about educating your audience.
Before you start writing, outline the key points you want to cover in your content piece. This helps you stay focused and ensure that you are providing valuable, actionable insights for your audience.
Like they taught us in school, outlines are pretty darn indispensable. An outline helps you stay on track, instead of wandering down a pesky rabbit hole as you’re writing.
Create Client-Attracting Content
Stop spinning your wheels about the best content to create, so you can bring in clients. Get this guide and follow my simple 5-step Client Clarity System to create content your future dream clients search for.
That way, you can foster meaningful connections and pack your calendar with clients who love your work.
By signing up, you agree to this website’s privacy policy and terms and conditions. We promise we won’t send you spam. You’re welcome to unsubscribe at any time.
Step 6] Wait 24 hours: edit, finalize, and publish on your website
Give yourself some time to step away from your draft, then come back with fresh eyes to edit, finalize, and polish your content.
Word of caution: It can be difficult, but try to avoid writing and editing at the same time.
Follow the advice of professional authors: write a sloppy first draft as quickly as you can.
Write. Without. Editing.
I know. It’s not easy, but you’ll be super-pleased with yourself once you’ve mastered this write-without-judging-yourself skill.
Once you are satisfied with the end result, once it’s *good*, publish it on your website. Notice, I didn’t say “publish it once the content is perfect.”
We’re going for the Oprah wisdom here: Done is better than perfect.
But, you’re not done yet. Once your beautiful, sparkling content is completed you must transition into the next phase of your savvy marketing strategy.
Step 7] Promote. Your. Content.
After you’ve worked hard to create content ideal clients want, your job is only partially done.
Don’t let your content sit silently on your website, hoping, waiting for the search engine gods to find it. Search engine success is not an overnight thing.
Eventually, they will find you but you must stay in the driver’s seat here.
It’s your ongoing job, as a team of one (or a few), to be intentional about putting your amazing content out there onto the noisy, crowded, bustling online space.
If you have a virtual assistant, delegate this task.
Promote it on your social media platforms, in groups popular with your client avatar, and through email marketing. Get the word out and ensure that your dream client audience sees and engages with your content.
Conclusion
By following these 7 smart steps when creating content, you can make intentional decisions about the goals of your content pieces. You can ensure that you’re creating fresh, valuable, relevant content that appeals to your future dream clients.
Don’t waste time and energy on frustrating marketing activities that don’t result in more email subscribers, discovery calls, and paying clients.
Instead, focus on crafting content that’s meaningful. Content that attracts and engages your dream clients. Then, invest your time wisely and set an intention to promote your content. Everywhere your dream clients hang out online.
Imagine how energized you’ll feel, once you have a content piece that nails your ideal clients’ pain points and offers them aha! moments!
Ready to stop wasting time on ineffective marketing tactics? Take action today and sign up for a free Clarity Call. Together, we can develop a game plan for creating relevant marketing content that will help you attract more of your ideal clients. Book now: https://shemarketsmentor.com/coaching/clarity-call/
What if you could finally create content consistently?
If creating your marketing content has felt like a chore, a time-suck, or a massive mystery, you may have given up on content entirely.
But the truth is:
Content is key to attracting ideal clients and filling your programs. So don’t give up!
If your content ideas are buried in your beautiful brain, you want a process to help your words flow.
You want specific actions to implement so that the content you create stands out to your dream clients.
When you schedule a free Clarity Call, together, we’ll uncover your personalized marketing content actions. That way you can impact more clients. Click below to set up your FREE Clarity Call.
