Let's talk about content marketing...
We’ve explored the role your story and your message plays in building a clear and focused brand, and now it’s time to dig into exactly how you can create content that will help you to attract and book dream clients and fill up your schedule with clients that you can’t wait to work with.
What is content marketing?
Content marketing is creating content for your brand that is valuable, engaging, and relevant for your target audience so you can then build brand trust that converts into clients and customers. I shared an entire step-by-step guide to understanding content marketing a while back on my blog which you can dig into here.
Content marketing is how you take your content from being just noise to being both purposeful and profitable for your business.
How it can work for you
For B2C service based creative entrepreneurs, content marketing is how you can connect with your ideal audience and convert those readers into those dreamy clients that you’re working so hard to find. Content marketing allows you to show your audience and prospective clients what you know, share with them your core beliefs and methodology, and give them an insight into what they could achieve by investing in working with you.
Two Questions For You
1. What is your expertise?
What do you do best? When it comes to your work, what makes working with you so special? What do you bring to the table that not everyone has in their creative toolkit? For example, if you’re a health coach do you specialise in a specific area with your field? Or if you’re a photographer, is there a specific type of style that you’re best known for? Or maybe if you’re a stylist, is there a specific type of client who you work best with?
We can only work with dream clients once we really get specific about who it is that we serve best, so don’t be afraid to get extra specific here. Who do you serve best with your work? Who do you get the best results for? What clients walk away from their time working with you feeling like they’ve achieved everything they set out too and more?
Get super specific about your expertise and what you’re best at, as honing in on that is how you stand out in a crowd of people just trying to please the masses. It’s okay to have multiple skills and results that you can get for your clients, but don’t be afraid to really hone in on who it is that you serve best.
2. How can you share your expertise in a way that aligns with your story and your message?
Now here’s where your story and your message comes back into play. If you just create content that shares what you know, you’re limited in how much impact and reach you can truly have with your ideal clients along the way. But if you blend together your expertise, your story, and your message and your methodology, what you’ll find yourself with is authentic and engaging content that is a true extension of your brand and has the ability to really connect and resonate with the right people for you.
Your story and your message can really help to guide you when deciding how best you can create content to market yourself and your services. Blending all three together stops you from creating generic content, and instead enables you to say something that really makes the right people for you stop and pay attention.
- What is a piece of content you could create around each of your core beliefs so that you could share more of your methodology and ideas with your ideal audience?
- What voice and tone do you have when working with your clients? Tough love? Supportive? Encouraging? Actionable? Practical? Personal? How can you translate this into your content?
- What content can you share around your core expertise so that you can attract the people who are looking for exactly what it is you offer?
- How can you share your story throughout your content to give more of a clear picture of your journey to where you are now?
- What core elements of your message do you want to breathe into every piece of content you share?