Today I saw this posted by Michel Fortin and just had to comment, as it was too good a topic to pass up:
I reshared it and wrote,
YES YES YES. EXACTLY. And anyone who will read about their problem… or invest in learning more… is likely to be a good client.
If they’ve read YOUR methods and YOUR opinions, they already know what to expect when they decide to move forward with you. They also already know you and they “jive”.
….which is also why generic content just doesn’t work as well as content written by SMEs and people who understand how to incorporate the org’s philosophy and experience into content.
I believe that good content does more than just garner organic traffic via SEO keyword optimization. (Although it does do that too.)
Good content also:
- Demonstrates to your ideal client that you have “in the trenches” knowledge and experience
- Elevates the conversation from problem to solutions
- Informs your reader – hopefully, a future client – of how you think about the industry and problems, how you solve problems, and what working with you could be like
- Indoctrinates your ideal buyer into your way of thinking about the problem you solve
- Warms sales conversations, because the buyer is more prepared and ready for the pitch
Which is why generic content… or at least, content written by most corporate “copywriters” I’ve seen… just doesn’t work. Almost no one is asking where in the buyer journey or awareness stage content should land. No one is asking if this can even be used in a sales conversation. (if the answer is that the content is too generic, it’s probably a bad piece of content.)
This “missing piece” is also why content written by outsourced writers often fails to connect the dots… yet why content written by the owner or internal SMEs always tends to do better.
If this has intrigued you and you’re thinking, “oh man, I want this kind of content on MY blog!” then listen up. Here’s how you do it:
- Talk to your sales people. What kind of conversations are they having? What objections do they hear? How are problems framed. Write to those.
- Talk to your SMEs. What is the methodology used on the ground? What are they seeing – what problems are they solving? What new process or solution have they come up with? And what is their philosophy on solving problems? Write to that.
- Talk to your leadership. What kind of projects do they want to see in the next 3… 6…12 months? Where are they seeing the trends move? What’s their gut saying? Write to that.
REMINDER: each post should inform the reader specifically about how you or your organization approaches and solves problems. It shouldn’t be a post that I could take your name off of, slap someone else’s name on, and publish with no problems with a new CTA. (You are using CTA’s, right?!)
If your writers aren’t doing this, then there’s a big, big education and process gap going on. Make your writers dig deeper… and remember that content isn’t just content. It’s pre-sales and hopefully the start of your sales funnel.