Content comes in many forms: social media posts, video content, audio snippets and podcasts, articles, blog posts, classes and webinars. It may not promote your brand but it does stimulate interest and awareness in your products and services.
Ideal clients are those best served by your product or service. And because your solutions are so perfect for their problem, they will be loyal to your company, frequently buy and use your products or services and are more likely to recommend you to others.
To create content for your ideal client, figure out who they are and how you can help.
It’s also worthwhile to explore the types of clients you don’t want to work with as well as those who won’t find solutions in your product or service. Identifying those characteristics in your copy will help qualify your potential clients.
Pointing out who may not find a solution in your product will also allow your reader to self-identify. Authentic content will allow you to focus your marketing dollars on those who your product or service can help. It will be a good thing if those your service doesn’t help choose not to pursue a relationship with your brand.
Remember: your ideal client is not always who is seeing your content. Be sure to review your analytics to see how close these two are.
Quality content adds value to your ideal audience.
When you focus on what makes your content valuable to this ideal client, you leave behind slimy social messages and pushy, disruptive tactics. Neil Patel suggests, “good content should be interesting, challenging, entertaining and worthwhile”.
The relationship you’re building with your client goes two ways. Even before they buy your product or use your service, by providing good content with inherent value, you’re creating an expectation of what is to come. Authenticity, value and expertise will position your brand as trustworthy and reinforce that you are the ideal solution for their problems and needs.
Create content and repurpose it for multiple platforms.
To be where your ideal client is, create multiple formats of your content. This will also provide longevity, allowing you to remind your audience, both old and new, that the content is available for them.
Begin with long-form content such a video, podcast or a speech. Then repurpose it into what Gary Vaynerchuk calls microcontent: articles, audio snippets, memes, images, quotes, mashups, gifs, etc.
Distribute your videos, audio and articles, as well as your microcontent across your available channels with a strategic timeline. Vaynerchuk also recommends taking the social responses and incorporating it into further microcontent.
One last tip for your content creation: speak to one person at a time. Focus on the singular reader instead of the crowd to create a sense of personal connection.
If you don’t know who your ideal client is, you don’t know their problems or needs, much less why your product or services is a solution. Begin by building an Ideal Client Avatar – download our free worksheet to get started right now.