If you are a service provider and you use content marketing as a way to generate clients, you may find this quick tip really useful.
Who are you writing for?
Much of the content marketing I see is written by service providers and aimed at their peers; not their prospective clients.
For example, I see web designers giving design tips and offering code snippets, which will be of interest to fellow designers; not to potential clients who want someone to build them a new site. I see social media consultants writing about the latest social media conference news and what’s wrong with their industry, which is of interest to fellow industry insiders; not prospective clients looking for someone who can develop a strategy for them.
Content marketing and relevance
Content marketing works best when it is focused squarely on the needs and interests of your prospective clients, not your peers.
Keep focused on delivering content, which will position you in your prospective client’s mind as an authority on your subject and the natural choice, when they are seeking to hire an expert in your field.