How to market your content to potential clients

May 25, 2017


Taking the time to produce marketing content can be difficult. It’s not always easy to consistently come up with topics and ideas and over time you can start to feel like you’ve come to a dead-end. If you’ve been doing it for a while however, you know as well as I do that dead-ends are just an illusion. We always manage to come up with new ways to push forward; and so with all that work, of course we’d like to think that our readers are absorbing everything we have to offer, right?

That’d be nice, but I’m afraid not. I challenge you to ask a friend, that you know follows your publishings, how many times on average they actually read every word of your content. There’s a good chance you won’t like what they have to say; but try not to get discouraged. Time is valuable to people and sometimes it’s easier to just skim through the paragraphs rather than reading everything on the page.

In marketing, we are always trying to formulate new ideas and strategies to keep our techniques up-to-date; so much so that we can easily lose touch of the basics. One fundamental key principal of content marketing is BENEFITS over FEATURES.

Let me explain… Benefits are just as they sound. They are the value that the potential customer would receive from your services should they decide to become a client. For example, one way you could pitch a benefit is to say something like, “10% Increase in profitability guaranteed!” This is a benefit, and with all things that benefit us, we tend to give them more of our attention. In order to keep your content’s target audience interested and engaged, you need to make sure the benefits your services offer are standing out as much as possible.

Features are kind of like your credentials, so-to-speak. One example of a feature would be something along the lines of, “With over 25 years experience” or “Recipient of Best Firm Award”. These are features, and although they earn you credibility with whom you’re trying to market yourself to, they don’t necessarily capture the attention of the reader. Now, this is not to say features are bad. In fact, including them is very important; but you don’t want to make your pitch focused so much on your features that your benefits don’t get the chance to stand out.

As a rule of thumb, I like to recommend a ratio of 80/20 in favor of benefits. This way, you have a good percentage of features in your content so that your target audience can see what you’ve accomplished for others like them, but they also stay engaged in what you’re trying to sell them. Benefits are the key to getting people to pay attention to you. If you miss the opportunity to capture their attention, you miss the opportunity to serve them as your client; and nobody likes missed opportunities.

5 Tips for Creating Great Video Content

February 18, 2016

Video content is a great way to communicate your brand to your customers. In fact, 74% of all internet traffic in 2017 will be video according to Invodo. Whether or not you like video content, it’s here to stay. Here are 6 tips for creating great video content.

5 Tips for Creating Video Content

  1. Know your audience. It’s important to understand who your target market is for a variety of reasons. But for video, you need to know what kind of content they enjoy watching. Should you film a formal interview, a positive testimonial, a funny monologue? This is up to your company, your brand, and your consumers.
  2. Keep it simple. It can be easy to make grand plans for creating video content. Maybe you think you should release a video day or use green screen, but think about what you’re actually capable of. Create a reasonable schedule and stick to it!
  3. Practice Practice Practice. You’re not going to get the performance you want on the first try, so rehearse it! Get everyone in the video to go over the script and vision a few times before you actually shoot! It’ll be easier to film if you feel confident about the performance.
  4. Give answers. If you don’t have any ideas for what to make a video about, try answering common industry questions. Think about things your clients ask you and make a list. Answer the questions on the video and use it as content on social media or your website.
  5. Now what? Now that you’ve created your video, what now? There’s no point in making a video that no one will ever see. You have to promote it! Share your content on social media, include it in blog posts or newsletters, and utilize SEO best practices.

Video is the way of the future. Now, you should feel better about creating video content!

What tips do you have for creating video content?