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.
Photo: zigazou76
I think you need to do a little bit content marketing for both peers and clients.
Why write some content for your peers?
- Referrals from others in your industry who realize that you do something better (or differently) than them.
- You might want to attract top talent within your industry either as employees or as partnerships.
- Sometimes explaining something simply for your peers will also demonstrate your expertise to a potential client.
- Sometimes having to write about something and simplify it can also give you an even clearer understanding of what you already knew.
The problem is when you ONLY write articles for your peers or too many articles that are too technically advanced you WILL probably alienate potential clients.
I DO think writing targeting your peers should be less than 50% of what you write on a business site. And you DO have to keep your goals in mind when deciding on what content is appropriate to publish.
And yeah, I know, I know. My site isn’t live live yet so you can’t see what I’m working on content-wise. Cobbler with no shoes syndrome but I know already that some of my writing with my peers in mind has in fact brought me referrals and partnerships.
Hi Hilary. I understand, but totally disagree with your view of writing for non-clients. Thanks for sharing an alternative view, which are always welcome here; as are you.
I agree with Jim. Peers are competition, do not provide the majority of website traffic, and surely don’t pay your salary.
A better way to gain professional partnerships, respect and referrals would be to display your expertise by participating and contributing to forums or industry networking groups and maintaining good relationships with peers.
I know for a fact that you are right, Carissa, as that’s exactly how I built a good, 6 figure income from http://jimsmarketingblog.com
I write exclusively for those with a potential requirement for my services, or those who need my free material, because they are unable to afford to hire expert marketing help.
It works extremely well.
I believe that it’s rare for one way of doing things to be the best and only way for absolutely everyone. That would go the same for my comment as well. “One size fits all” rarely actually fits ALL.
100% of the top content marketing blogs, write exclusively for their target audience and not their peers.
Unless peers are also prospective clients, there’s no point wasting time using blog posts, to develop links with them.
As an earlier comment said, the way to gain the respect of your peers, is to demonstrate your professionalism in the trenches: Building great content that shows you as an authoerity.
Great blog Jim
Hi Keith. Yes, that’s my experience too. Thanks for the feedback!
Perhaps it depends on what your website ‘is’ and who your customers are. As Hilary says, one size does not always fit all.
In my case, the blog will be geared 100% towards the customer. With an e-commerce retail site, I cannot envision anything else.
One area where I really see marketers struggle with this is where there’s not a distinct line between peers and customers/clients. For example, take bloggers who blog about blogging. If they don’t nail down which types of bloggers they’re targeting, the message becomes diluted.
I imagine there are other b2b scenarios where the lines are blurred. For example, I write for freelancers to help them build their businesses. Since I’ve been freelancing for 10 years, I have to be very careful about crafting content to help my target audience (those who want to move beyond the Elance stage) instead of those who are consistently hitting the 6-figure mark.
Some very good points there, Lee.
So long as you focus on your ideal profile of client / customer when you write, you will be doing everything possible to ensure that THEIR interests are being served. If as a consequence your info is also of interest to your peers, that’s great.
Thanks for the feedback.
I think a common and very human error is to assume customers share your passion for your subject. When I commission a website I am not the least interested in the hows and whys. I just want a team I think are going to offer the technical, creative and planning skills to take on the project. Mention code and clunk, I switch off. I used to liken it to a washing machine repair. I’m not interested in how it’s repaired. I want it to wash my laundry. My repair man understands that. I wish my I.T. provider did too!
You make a very good point there, my friend. Too many providers use buzzwords and industry slang; both in their marketing and their conversations with clients / prospective clients.
Thanks for sharing, Teena.
[...] on the needs and interests of your prospective clients. Don’t make the common mistake of writing for your peers or using terminology, which only your peers will understand. Attract, engage, [...]
Well said, Jim. I tend to write as though I am talking directly to my imaginary customers (small business owners with a wealth of experience, but new to Social Media). In fact, many of my blog posts are answers to questions that people asked me. I always get surprised when people I haven’t even considered (e.g. techie or corporate people) like my blog posts. Thank you for your posts. I haven’t blogged for a while due to practical issues, but I am feeling all fired up now.