Are you creating content people care about?

The title is a bit misleading. Somebody is bound to care about your content. The real question is “are you creating content your clients care about?”

When you commit to writing a blog you are making a commitment to content, not a calendar.

It would be great if all of us were fascinating day in and day out, with a limitless supply of inspiration to feed the machine.

But that’s not generally how things work.

I’ve had speaking and training clients who simply post for the sake of posting on schedule. It makes them prolific. But it also dilutes the effect of what it is they are trying to say.

When you create content it should because you have something to say, not because you feel you have to say something.

Think about your potential clients. What is it they want from you? What specific knowledge or advice makes you the destination?

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Who is your client?

I’m always surprised when someone can’t tell me who their ideal client is. It’s probably the most fundamental aspect of your business. And when you figure it out, creating compelling content will become a lot easier. Let’s say you’re a sales trainer.  Who is your client? Is it the individual sales person? Their manager? The VP of operations?

Maybe all of them are your client to some degree.

If that’s the case build a strategy around creating content that is targeted to each segment instead creating a lot of generalist sales posts that appeal to nobody.

If you’ve committed to three posts a week, create a post for individuals, another post for managers and yet another for the VPs  – all with separate calls to action.

That sounds like a lot of content. But you can save a lot of time if you simply  approach the same content from different perspectives.

Let’s think about a sales tip. Here’s how to present it to your 3 audiences:

  1. Sales tip for individual sales people
  2. How the specific sales tip can help improve team results for managers
  3. The reasoning behind your sales tip for VPs

Each of these posts are targeted and meaningful to a specific segment of your audience.

So stop boring people with generic content they don’t want to read. Learn who your audience is and write for them.

Aidan Crawford

Aidan Crawford is president of Short Circuit Media. His main job is helping consultants, trainers and professional speakers get their marketing in order by creating and implementing strategies to help them reach their target audiences.


Let’s have a quick chat about your marketing goals and see how I can help.
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