Your Content Sucks – Fix It!

Your Content Sucks – Fix It!


Get Clients Online

Your Content Sucks – Fix It!

If you've read my free tutorial series on How To Get Clients Online you'll know I believe that blogging is a brilliant strategy to attract potential clients, demonstrate your credibility and build relationships.

But only if the content of your blog is useful, valuable and insightful.

Sadly, most blogs aren't.

Blogging isn't an SEO strategy. It isn't just a way of getting a bunch of stuff on your site and links to it to impress google. The primary purpose of blogging for business is to provide a quick and easy way to build credibility and trust with your potential clients.

The biggest reason people won't hire you isn't that you cost too much. It's the fear that you won't be able to do the job right.

Having content on your blog that makes people think, that gives them “lighbulb moments”, helps them understand their situation better, see new opportunities – that will convince them that you know your stuff. It gives them the confidence to pick up the phone or drop you an email.

But if you're a social media consultant and the sum total of insight on your blog is that “you can use social media to grow your business” then it's not going to work for you. If you're a marketing consultant and your blog posts share stunning insights like “you need to stand out from the crowd” then it's not going to work for you either.

Some weak link between what you do and the Olympics doesn't impress anyone either.

And please, no more “work smarter not harder”, “think out of the box” or “work on the business not in the business”.

Now I'm not saying that every blog post you do has to be jam packed with new insights. Or that you have to fill it with rocket science level material. Your content needs to be at the right level for your audience.

So a small business owner with limited experience in marketing isn't going to learn much from a post on using factor analysis to do market segmentation. But they might learn a lot from some simple ways of splitting their market into parts that they offer different services to.

Whatever you blog about, it needs to be both useful and non-obvious to your readers.

So whenever you write a post read it back (out loud) and think “what would my ideal customer think of me if they read this?”. Someone they'd love to work with? Someone they'd regard as a real expert? Or just someone regurgitating the same old stuff that everyone else is?

What about you? How do you ensure your blog content offers something new and valuable to your readers?
Post your ideas and experiences in the comments below – thanks!

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Ian Brodie

Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win the clients they need using "Value-Based Marketing" - an approach to marketing based around delivering value, demonstrating your capabilities and earning trust through your marketing.

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