How to Create Marketing Content for Your Ideal Clients So They Say: She Gets Me!

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Have you ever stared at a blank screen when it’s time to create your marketing content? For too long? If so, this post is for you.

While reading about planning content, put yourself in your ideal clients’ shoes. Because every moment you spend planning blog, video, podcast, social media, and email topics, prepares you to create content that makes your potential clients say, “Wow, she gets me!”

As a life coach, your struggling clients are out there trying to find a way out of long-standing problems. Bottom line, you’re planning and creating content so you can make it easier for the right clients (your dream clients) to find you.

Sound good? Great, let’s get started.

This is an excerpt from Chapter 6 of my book: She Markets, A Guide for Women Entrepreneurs.

Design Your 90-Day Client Connection Plan

By this point in my book, I’ve taken you (as the reader) through step #1 to step #4 in my 5-Step Client Clarity to Cash Flow System.

Gather Your Perfect Client Tools

In this final step #5 to set yourself up for client-generating success, you will pull together all the work you’ve done and wrap it into a practical package of tools. That way, your life’s easier each time you create marketing content.

So far, you’ve dug deep to create a library of words and phrases your unique, ideal clients use regularly. You’ve prepared a rich, long list of attention-grabbing headlines. This post gives you catchy titles tips.

Now you can organize all of your thorough background work. You may want to assemble it into a binder or separate file on your computer.

• Your perfect client description
• A complete list of your clients’ most urgent pain points
• Your client language list packed with words, phrases, and terms your perfect clients commonly use when describing pain points and problems
• Your clients’ frequently asked questions (FAQ) and should ask questions (SAQ)
• Your client success words list: how they describe their outcomes after working with you—unedited, unpolished, in their own words (Check this post for capturing your clients’ words)
• Your treasure trove of headlines speaking to your ideal clients’ specific pain points

Next, the steps that follow show you how to choose pain point themes and organize the topics you create educational content about. After all, you want as much educational content for your blog, webpages, LinkedIn, Facebook, Instagram, other social media accounts, videos, contributed articles to news and industry publications as you can pull together.

It’s all so you can better attract, connect with, and transform fans, readers, and followers into email list subscribers and paying clients.

Your decision at this point: how often will you create marketing content?

90-Day Plan Step #1: Decide how often you intend to publish fresh content

Do you want to create new marketing content monthly, weekly, or more often? Experts say once each week is best; select the frequency that fits your audience, time, and resources.

Some life coaches find that their potential client audience is fine with monthly new posts while others prefer twice a week. If you have a team, you may post more often. Whichever frequency you choose, be consistent.

90-Day Plan Step #2: Select a pain point theme for each week

A pain point theme is one of your ideal clients’ high-level pain points, urgent problems, or dreams you identified in Chapter 4, Get A Firm Handle on Your Ideal Clients’ Pain Points.

Alternate themes each time you create content. When you reach the end of your themes, simply recycle; go back to the beginning and create different content for the same themes. That’s why you created so many variations of headlines for each urgent pain point. (How to create catchy headlines for your marketing content is taught in Chapter 5 of She Markets.)

Don’t worry about repeats or duplication. Each piece of content on the same theme will vary slightly thanks to your robust list of headlines. Your audience will rarely (if ever) consume all of your content each week because they discover your website, blog, or social media profile at different times.

Be sure to alternate content on different client pain point topics regularly. That way, no matter which of the top urgent pain points is on your clients’ mind when they find your article, video, blog, website, or social media posts, you have a good chance of sparking their interest with a range of headlines.

Choose your these for your marketing content

When you’re choosing your marketing and social media content topics, keep themes that matter to your clients top-of-mind.

Here’s an example that a life coach could use to put her Pain Point Themes to work:

Examples for a relationship coach who serves divorced women over 40 looking for their soulmate might be:

1. How to meet men without going to bars
2. Managing the dreaded blind date setup
3. How to talk to a man you’re dating so you can determine if he’s compatible for you

This coach can create multiple pieces of marketing content to explain and educate her audience of future clients on different aspects of each pain point theme.

In the future, if you add additional perfect clients to your business, choose themes for each of your perfect client profiles and alternate content each time you publish.

Your marketing content creation plan might work like this:

Publish marketing content for ‘Perfect Client A’ the first week of the month

Publish your marketing and social media content for ‘Perfect Client B’ the next week, and so forth.

Or if you publish more frequently than once a week, find a rotation that works for you. Then, you can share snippets of your weekly content on social media.

Your marketing goal:

Alternate your topics, so that each of your perfect client types can discover recent content that talks about their priorities when they visit your website.

 

90-Day Plan Step #3: Pick one of your sparkling headlines for each pain point theme

This is the work I taught you in Chapter 5. Aren’t you glad you crafted several captivating headlines focused on your perfect clients’ priorities?

Now you can select one, paste it into your Plan, and when it’s time to write an article, blog, podcast, or video script, you don’t have to stare at a blank screen wondering what to talk about. Rotate themes until you have used all of your headlines. Then create a new set of headlines under each of your themes.

Here is how you put together Steps #2 and #3

The following are examples if you plan to create educational marketing content weekly.

This example is how a small business bookkeeper accounting business organizes her content for social media, blogging, and her website:

Pain Point Theme Week 1: How to manage your business finances and expenses when you’re not an accountant

Headline: 5 Signs It’s Time You Got Expert Help to Track Business Expenses

Pain Point Theme Week 2: Finding time to keep up with your business expenses

Headline: Are You Drowning in a Sea of Random Receipts, Un-filed Reports, and Outdated Bookkeeping Software?

Pain Point Theme Week 3: I don’t know how to choose and work with an accounting professional for my small business

Headline: 5 Things to Remember When Choosing an Accountant for Your Business

Pain Point Theme Week 4: I don’t know how to track and manage cash flow for my new business

Headline: How to Manage Your New Small Business Cash Flow Like a Boss

Pain Point Theme Week 5: Note: Recycle pain point themes. Return to your Week #1 theme: How to manage your business finances and expenses when you’re not an accountant.

Headline: 7 Secrets to Choosing an Expert to Help You Manage Your Finances When You’re Growing Your Business

Continue each week as above.

90-Day Plan Step #4: Assemble your plan spreadsheet

Insert your pain point themes and headlines into a spreadsheet (see the following example). Set up the spreadsheet according to the timeframes you’ve decided on to publish and promote your content.

By promote, I mean encourage people to visit your website by sharing links back to your blog on your social media channels. This way you can invite web visitors to sign up for your mailing list to stay updated when you publish new articles.

Your marketing content creation next steps

The truth is, too few experts, life coaches, and business owners invest in this deep work. After you’ve put your thought and creativity into mapping out your marketing content creation plan, you’ll have a distinct competitive advantage.

Truth is, you know your ideal client better than anyone else in your space. Additionally, you know how to use your perfect clients’ words and create content from their viewpoint. Happily, you can create content tailored to your clients’ world. You won’t waste your time on generic content that tries to cover everyone. Instead, your content connects with more of the clients you want to serve.

If you’d like to learn the other 4 steps in my Client Clarity to Cash Flow System, you can click over to Amazon and grab a copy of She Markets.

Excerpt from She Markets, A Guide for Women Entrepreneurs

Be Unstoppable,

~ Cynthia

Disclaimer:  I earn a small commission on some of the books I recommend if you choose to purchase through the links on this page. There is no additional cost to you. It’s how vendors thank those who refer their products.

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