Is great content enough?

symbols_splayedLast month’s newsletter, “What makes perfect customers call,” caused quite a stir among my readers.

Within minutes, several people had sent me some variation of the same question: “Is it enough to publish content each month, or is there more you have to do to get calls like this?”

The not-so-simple answer is “it depends.”

While regular content marketing will rarely be the only factor involved when you make a new client conversion, it reinforces everything else you do to promote your business. A good marketing machine has many components, including face-to-face networking, referrals from existing clients, public speaking gigs, and other channels depending on who you’re trying to connect with.

Sometimes your machine will bring you a pre-sold prospect like the one who called me last month. More often, new contacts aren’t ready to act the first time you meet them. This is where your content strategy comes into play. Stay in touch with these folks regularly through your mailing list and you’ll benefit in several ways:

  1. People you’ve met will receive a regular reminder that you’re out there, which encourages them to act sooner or to prefer you to another provider when they’re ready to buy.
  2. Like the prospect in last month’s story, some of your readers will already feel a sense of connection with you when you’re first introduced. At a recent conference for example, many of the people I met were more relaxed and friendly because they had read my articles.
  3. Prospects who are turned off by your style won’t call you, saving both of you a lot of hassle.

How you craft your content also plays a big part in your success. It’s not enough to post 2,000 words on the Internet each month if you’re simply writing fluff. Here are four extra tips to add to last month’s list to help you get the most from your content:

  1. Your content must be relevant. If what you write has value to your readers, they’ll keep reading. It’s that simple.
  2. Post your content where it will be seen. In addition to this newsletter, I write for several sites that regularly attract the interest of my ideal clients. Much as I love the folks on my house list, the reality is that my business is still getting known. As a result, the majority of my new business currently comes from other sites with more-established reputations. In addition to attracting more eyeballs, you can build credibility by writing for sites or publications that appeal to your best prospects.
  3. Make it easy for prospects to sign up. Whenever you meet someone you want to stay in touch with, ask them if they’d like to be added to your newsletter list. Make it as easy as possible by offering to sign them up yourself, and do it promptly. This small effort on your part will increase your signup rate, and it’s worth doing to get new prospects into your system so that you can stay connected automatically in the future.
  4. Offer an incentive. One way to beat the “good grief, not another newsletter!” response is to give your subscribers something of value right away. Whether it’s a digital download, a free 30-minute consultation, or some other offer, make sure there’s some obvious benefit for your subscribers so that it’s not just about you.

Thanks for reading Currents in 2013—watch for some exciting new changes in 2014! In the meantime, here’s wishing each and every one of you a truly meaningful holiday, no matter what you celebrate.

Cheers,

-Tom

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