Creating Effective Content: How to Connect with Your Ideal Clients
You’ve probably heard the phrase “content is king” when it comes to marketing. But here’s the thing – creating content for the sake of it isn’t going to cut it. You need to create effective content. That’s the difference between just adding noise to the internet, social media, etc and actually engaging your ideal clients, building trust, and growing your business.
Now, what does “effective content” mean, especially if you’re a small business owner who doesn’t have a big marketing team? Let’s look at it in a way that’s practical, so you can get started without feeling overwhelmed.
Types of Content That Engage Ideal Clients
First things first, what kind of content should you be creating? The short answer: it depends on what your ideal clients find useful or interesting. Creating effective content is not about what you like or what’s trendy in the marketing world; it’s about what resonates with the people you want to connect with.
I'll repeat that…
Creating effective content is not about what you like or what’s trendy in the marketing world; it’s about what resonates with the people you want to connect with.
So, when deciding what kind of content to create, there are loads of formats you can choose from:
- Blog posts: These are great for explaining ideas in depth and helping your ideal clients solve a problem. They’re also excellent for SEO (search engine optimisation), which means your business is more likely to show up when someone Googles a question that your blog answers.
- Videos: These are powerful because they’re personal and engaging. People love to see the face behind the business, and videos can help you connect on a human level. Plus, platforms like YouTube and Instagram heavily favour video content.
- Social media updates: Quick and snappy, these keep your ideal clients in the loop about what’s happening with your business, share tips, or highlight client wins.
- Podcasts: If your ideal clients enjoy learning on the go, podcasts can be a great way to share advice or tell stories that connect with them.
- Newsletters: These can keep your existing clients engaged with updates, special offers, or insider tips.
The key here is to pick the format that works best for your ideal clients and your business. If you’re not comfortable in front of a camera, there’s no need to force yourself to make videos. Stick with what you can do well, and as you build confidence, you can always expand into other formats.
How to Choose the Right Content Format for Your Ideal Clients
When it comes to choosing the right content format, think about where your ideal clients spend their time. Are they scrolling through Facebook during their lunch break? Are they searching Google for how-to articles? Or are they binge-watching videos on YouTube after work?
For example, if you’re running an accounting firm and your ideal clients are business owners, they might appreciate in-depth blog posts or webinars that explain business strategies. On the other hand, if you’re a local restaurant, short and engaging Instagram stories that showcase your daily specials or behind-the-scenes action might be a better fit.
It’s also important to consider how much time you have to create content. Don’t spread yourself too thin by trying to be on every platform at once. Pick one or two that make the most sense for your ideal clients and focus on doing those well. You can always add more later.
Content Creation Tips for Small Business Owners
Now, let’s get into the nitty-gritty—how do you create content that actually works?
- Know your ideal clients: I can’t stress this enough. Your content should be aimed directly at your ideal clients. Understand their problems, needs, and goals, and create content that speaks to that. For instance, if you’re a plumber then create content that helps homeowners understand common plumbing problems and how to prevent them. They’ll appreciate the advice and call you when they need a professional.
- Be consistent: This doesn’t mean you need to post every day, but your ideal clients should know what to expect. Whether it’s a monthly blog post or weekly social media updates, consistency builds trust. It shows you’re reliable; just like in any other part of your business.
- Keep it simple: Don’t overcomplicate things. Your ideal clients don’t need jargon or industry buzzwords (and let’s face it, they don’t want them). They want clear, actionable advice or information that’s easy to understand.
- Tell stories: People love stories. Now I'm talking about the old-fashioned ones – ie telling stories not the Facebook and Insta stories (although they are much loved too). Telling stories is one of the best ways to connect with your ideal clients on an emotional level. Share real-life stories of how you’ve helped clients, talk about your business journey, or show the human side of your brand.
- Include a call to action (CTA): Always give your ideal clients a next step. Whether it’s “sign up for our newsletter,” “book a consultation,” “follow us on Instagram,” or “Buy now” make sure you’re guiding them on what to do next.
Repurposing Existing Content to Save Time
One of the biggest challenges I hear from business owners is, “I don’t have time to create new content all the time.” And that’s completely understandable. Afterall, you’ve got a business to run! The good news is, you don’t have to start from scratch every time.
Repurposing content is your best friend. If you’ve written a blog post, turn it into a social media post series. If you’ve filmed a video, turn it into snippets for reels, stories, etc on social media. You can also transcribe your video and turn that into a blog. You can also take snippets from a blog post and use them in your email newsletters. One piece of content can easily become multiple, with just a bit of tweaking.
This not only saves you time but also means your content is getting the most reach possible across different platforms.
The Role of Storytelling in Content Marketing
I touched on this earlier, but it’s worth expanding on. Storytelling is the best kind of content marketing. Why? Because people don’t just connect with facts and figures; they connect with emotions. They remember stories.
Think about it. If you’re telling someone about a product or service, they might listen, but they won’t always remember the details. But if you tell a story about how that product solved a real problem for a client, that sticks. It makes the product and your business memorable.
So how do you use storytelling in your content?
Share behind-the-scenes moments, talk about challenges you’ve faced in business and how you overcame them, or highlight how you helped a client achieve a great result. The more real and relatable your stories, the better.
Tying It All Together with Content Pillars
Now, if you’ve been following along, you’ve heard me mention content pillars before. Content pillars are the core themes that all your content should be centred around. They make sure your content is focused, consistent, and speaks directly to your ideal clients.
When you create content that aligns with your content pillars, you’re not just randomly throwing content out there. Instead, you’re creating effective content – you're putting together a message that shows what your business is about and attracts your ideal clients. This way of doing things is key to making content that works.
Where to Start with Creating Effective Content
So, where do you begin? Start by picking a format that works for both you and your ideal clients. Maybe it’s a blog, a video, or just a few social media posts to start with. Then think about the questions your ideal clients are asking. What problems do they need solved? What advice can you offer?
Once you have your content, focus on consistency. Post regularly, even if it’s just once a month to begin with. And remember, effective content isn’t about perfection; it’s about connection.
If you need help creating effective content, you know where to find me. I can create content for you that not only sounds like you, but speaks to your ideal clients and helps make your marketing happen, with the right mix of strategy, creativity, and consistency.
