No matter what tactics you’re currently using to attract clients, content marketing should be a part of your strategy! One big mistake I see entrepreneurs making, is using traditional forms of marketing that just don’t work anymore.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute
Here are 7 tips to attract clients using content marketing techniques:
1 – Create Content that is Relevant to Your Target Audience
Instead of continuously pushing your products and services, try providing valuable information that your dream clients can use to solve their problems. In other words, you’re educating your potential clients so that they know, like and trust your brand enough to actually do business with you.
So, think about what problems or challenges your target audience currently facing. Now, create content around that!
2 – Make it Shareable
You realize you need high-quality articles, blog posts, and videos, but what makes your content ‘sharable’ ? Aside from truly understanding your target audience’s needs and providing content that is useful to them, you’ve got to make it easy for them to consume and attractive for them to actually want to click. Remember, less is more!
Too often, the most neglected part of creating content is the headline. Here’s an example of what a catchy headline looks like.
You could write: “Why I love making oatmeal cookies” or “How to make oatmeal cookies”
Or you could say: “ 10 unbelievable ways to make oatmeal cookies”
See how that changes your interest in the topic? Try writing a few versions of your article headlines and test which works best!
3 – Make Your Content Sticky
So what is sticky content? In short, it’s content that is memorable and keeps users on your site. Think about the type of content that your target audience is most likely to remember and share with their friends and family.
- Keep it simple
- Tap into emotions
- Tell a story
- Make it credible
4 – Optimize for Search Engines
Don’t let the words Search Engine Optimization scare you! Quite simply, SEO is the umbrella term for all the ways you can ensure the visibility of your website and its content on search engines like Google. There’s a ton of simple ways you can optimize your content. But here are 3 things to keep in mind:
- Research keywords relevant to your content and use them in your titles, meta descriptions & tags
- Be sure you have great user experience ( how well can your visitors navigate through your site?)
- Create quality content
5 – Include Calls-to-Action
What do you want your users to do once they see your article, video, social media post etc? It’s really important to guide your visitors through the buying journey using strategic calls to action with effective copy and design!
6 – Create Content Consistently
“Consistent marketing, consistent clients.”
Visibility is key when it comes to growing your brand online. The only way to get visible is to be consistent with your content. Creating great content consistently isn’t hard if you build a system. Write your topics ahead of time and map out a content calendar so you know what to post when and where.
7 – Repurpose & Distribute on multiple marketing channels
By not repurposing and distributing your content on multiple marketing channels, you’re missing a huge opportunity. Not only does this save you time, but it also takes advantage of all the ways your audience consumes media. Creating a channel plan will help you map out your content strategically.
You record a 10 minute video titled “10 unbelievable ways to make oatmeal cookies” and post it on YouTube.
Then you write out a summary of what you said in the video, maybe a few recipes to go along with it. Now you have a blog post!
Now, you take a few screenshots and good images from the very same video, post it on Instagram and promote the blog post.
You could also take 2 minutes of the juiciest part of the video and use that clip to promote it on Facebook with a clear call to action.
See, you’ve got so many ways to distribute this content, it’s crazy not to do it. You can even go back and repurpose all of this content in later months (since baking cookies never gets old). You could use different screenshots, quotes from the video and clips to promote the same content again, for those who missed it!