Why You Must Create Marketing Content That is of Value to Your Ideal Clients

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Does creating marketing content that is of value to your dream clients seem like a chore?

Do you avoid working on content that’s of value for your email list, blog, or website?

Maybe you’re not sure which topics your potential clients to want to hear about?

Or, marketing content isn’t your fave task, am I getting warm here?

I hear you. But it doesn’t have to be like that.

Don’t forget, your clients count on you. Both your current and future clients are waiting for you to help them get unstuck. They need insights and inspiration packed into marketing content that is of value. Just for them. And they need it from you.

Shouldn’t you shift your ‘marketing content mindset’ and become enthusiastic about assisting future clients?

Wonderful. Let’s dive in.

Why do you need marketing content that is of value to future clients?

Think for a moment, why do you create marketing content?

First, you might ask: what is ‘marketing content’? Fair question.

Every marketing professional has a different answer, here’s mine.

Marketing content that is of value to your specific, ideal clients, is how you let them know you exist. Because you’re sharing baby steps to help them solve problems.

5 Benefits of Marketing Content That is of Value to Your Dream Clients

In some ways, it’s easy-peasy when you meet prospective clients in person to explain who you help and how, isn’t it? When you can’t have a face-to-face conversation online with potential clients, your marketing content speaks for you.

Before creating marketing content, decide exactly how you want to educate your audience, because:

1. Once you create content that is of value, you can build the know, like, and trust factor amongst clients you haven’t met yet
2. You can be of service, and give first with your one-of-a-kind, helpful content
3. You’ll stand out in a sea of sameness, by sharing baby steps for solving problems clients want most to fix
4. You’ll organically grab your perfect clients’ attention with specific lessons, tips, steps, and inspirations

The good news, your marketing content that is of value can be in any format that floats your boat. It can be:

• blog posts
• social media posts
• tutorials
• videos
• audio or video podcasts
• downloadables // printables
• checklists, cheatsheets
• articles
• graphics sharing your original quotes
• emails inviting list members to read your latest blog post
• infographics

For that matter, you can choose any other format you dream up to share your knowledge online, educate your audience, and increase your credibility.

To create marketing content that’s of value to your dream clients, pack it to the brim with brief how-to lessons, tips, step-by-step instructions, recipes, workout directions—whatever your unique expertise is. To boil it down, marketing content is how you share a taste of what you teach, or do, for your clients.

Granted, it’s just one of the ways you let future clients know about your business, how you help, and begin relationships with them. After all, as your own boss, you have lots of options, right?

Ways to start new client relationships

• go to networking groups or industry events–via zoom
• get speaking gigs
• pursue virtual speaking gigs
• launch your own podcast
• be a guest on podcasts that also serve your ideal clients
• be a guest blogger
• become a reliable referral partner

The truth is, you can fill this list with a ton of other ways to meet clients. This is all good stuff to do.

And you can do even more to get your name out there. Because you’ve worked hard to learn and polish your skills and talents, haven’t you? You want a steady stream of your unique genius out where future clients can find you, don’t you? Yes!

Here’s an idea you can put into action: Send out your ‘digital carrier pigeons’ (marketing content in miniature). Each marketing content piece you share online, is a tiny ‘digital carrier pigeon’. These micro messengers deliver pieces of your expertise that boost your credibility.”

Bit by bit, your content is dropped, first onto your website. Then, later onto Facebook, Instagram, LinkedIn, YouTube or wherever your clients hang out.

Happily, while you’re working on your business, creating new client programs, connecting with meeting organizers to get speaking gigs, writing your book, or any of the other million things you do as an entrepreneur, your digital messengers can be spreading your content.

In this instance, the daily social media tsunami is your perfect tool for getting your message out online.

And the fantastic thing is, once you’ve created a piece of marketing content you can use it (and reuse it) countless ways, honestly.

Let’s zip through your marketing content choices, shall we?

1. For starters, you can create a blog post filled with helpful tips, ideas, and inspiration for your clients. Then, you publish it on your website. And, that dear entrepreneur, is just the beginning.

2. Next, you can craft an email to your dedicated loving subscribers, and say, “I wrote this blog post for you because… “ and then pour your heart out explaining how many questions you’ve gotten over the last couple of weeks (or years) about a part of what you teach (or do) for clients.

That way, you’re not only creating a golden piece of marketing content, you’re also bringing your email subscribers closer to you. By telling your email subscribers the ‘backstory’ of why this lesson, story, or example is important, they get to know you better.

Bonus, you’re also building deeper relationships with your email community!

3. Now, pull out the juicy bits of your blog post and turn them into standalone content. These content pieces are complete but smaller thoughts. The beauty is that you don’t have to come up with new stuff. Do this, choose the parts of your content that are most valuable to your dream clients and share them on social media.

4. Next, if your clients visit Instagram every free moment, take images that you found for your blog post, or come up with new ones, and share them on Instagram. Include PART of the story from your blog. Be sure the story snippet, solution, or tips are the meatiest, heartfelt lessons that you originally put in your blog.

5. Are your future clients on LinkedIn? If so, select snippets from your post and share them on LinkedIn. Be sure to include a link to your website, so that LinkedIn readers can reach you to learn more.

Are you with me so far? Happy days, because we’re still going.

Maybe by now, your brain is still racing with all of the other time-saving tips, insightful ideas, and experiences you want to share with your current and future clients. What’s next?

6. This time, you may decide to record a video. I know. Can you relate to this? For many of us, the thought of coming up with a script, of getting camera-ready, and actually shooting a video may strike panic. Gotta say, I’m right there with you. Video isn’t usually my top choice either, and yet they say video is the future of social media.

Let’s say you’ve simply decided—ready or not—it’s time to shoot videos as another powerful way to share your expertise and let clients know about your business. You can start your video with the same topic or use parts of your blog to create a series of short 5-minute videos. The key here is that you’re sharing your expertise with your audience.

Because the truth is, we’re all looking to grow our audiences, aren’t we? Think of your audience as your current and future clients, email subscribers, partners, and friends.

You might say, the most important part of your audience is your future clients, that’s cool.

Either way, the reason you go to all of this (marketing content) effort is so you can build relationships, isn’t it?

And, remember your tiny digital messengers?

Imagine this, your Dream Client stumbles on your message, in her social media feed or inbox and likes what she sees.

She follows you. She joins your email list.

That’s the seed of a new relationship, isn’t it wonderful how this all works?

While you may believe you’re just making a simple blog post, video, Instagram / Facebook story, or social media post, what you’re really doing is sharing a piece of yourself.

The reality is, we start good, lasting relationships by sharing something of ourselves. A piece of advice. A recommendation. A simple step-by-step approach. That way, we bring clients closer to us. Isn’t that how it works?

When you meet someone in person at a business event, you smile, extend your hand, say hello, and ask them what they do, or what brought them to the event.  Face to face, you can listen with your whole self. Your body language communicates your interest, enthusiasm, and builds trust.

Then they have your attention, and you have their attention, and you see if a relationship develops.

Sadly, we can only be one place at a time, so what else can you do in between all of your real-life connections to start tiny new connections using your marketing content?

Think of it this way, your marketing content is a way to ‘virtually’ extend your hand to potential clients.

Your Next Marketing Content Steps

At live events, when you shake someone’s hand and say hello, you’re conveying with your body language and smile that you’re happy to meet them. Also, that you’re looking to learn about them, right?

Sigh. If only it were that simple online. That’s why we create marketing content.

Call them blogs, videos, stories, lessons, tutorials, tips, or any description you like.

For a moment, think of content that is of value to your perfect clients as your ‘digital handshake’.

The next time you need fresh content on your blog, talk to your neglected email list peeps, or share on social media, don’t think of it as a chore.

Instead, imagine you’re extending your hand, virtually, to a new potential client.

Step 1: Make a list of topics, questions, and problems that your ideal clients ask you about. All. The. Time.

Step 2: Turn the topic into a catchy subject line or title. Go here for a list of tidy tips.

Step 3: Create and publish a marketing content piece that is of value. Pour all of your caring for your clients and your wisdom into writing a blog or recording a video.

Craft a content piece that you wish you’d found, back when you were facing the urgent problem your clients struggle with today. Make it something you’re proud of and excited about sharing. I can see you doing this now!

I want you to go out there and change the world, while earning a fabulous living. Start by impacting one amazing client at a time. Because the world needs all of the talented women coaches, entrepreneurs, and experts like you, we can get.

Be Unstoppable,

~ Cynthia

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