Marketing / Content marketing

Seeking new clients? Why not let them find YOU?

Seeking new clients is one of the biggest challenges those who are flying solo face. But what if you could let new clients find you instead?

22 April 2015 by

Since starting my solo venture as a copywriter just over a year ago, I quickly exhausted my existing contacts list and was forced to start reaching out. The problem for me, however, is that I’m not a huge fan of networking. Don’t get me wrong, I love people. I just don’t like big rooms of them where I don’t know anyone. (I’m sure many of you can relate to that!)

So I figured there had to be another way of seeking new clients; one that didn’t need too much cash up-front (cash flow being another problem I’m sure y’all can relate to).

I’d heard a lot about content marketing. Heck, I’d even DONE it in my days as an office worker-bee within large companies. So I decided to give it a go.

And guess what? It worked.

Now I don’t want to talk myself up too much, but if you google ‘SEO copywriter Melbourne’ today, you’ll likely see my business name somewhere on that first page. On a good day, you might even see it up the top! I 100% attribute this to my regular blogging, (a key component of content marketing.)

“But ‘content marketing’ sounds so complicated,” I hear you say. Well, it can be if you want to go deep into the weeds, but truly, you don’t need to be an expert to reap the rewards.

"If you’re running a solo business, defining your target audience is one of the first things you’ll want to do whether you’re into content marketing or not. "

Here’s how to get started with your content marketing today:

Step 1: Work out what your audience wants and needs

If you’re running a solo business, defining your target audience is one of the first things you’ll want to do whether you’re into content marketing or not. Once you know who you’re talking to, think about what they need. You might want to ask yourself:

  • What’s their most pressing problem, issue or desire?
  • What content could I provide that helps them with this?

Step 2: Define your editorial mission

A strong editorial mission is the crux of a good content marketing strategy. It ensures you don’t wander off track and that you continue to provide relevant content for your audience.

Your editorial mission is essentially a single sentence that summarises:

  • who you’re talking to
  • what you’re delivering (eg. expert tips and tricks related to your business)
  • what your readers will get out of it (eg. more time, handy knowledge, entertainment)

Yes. I’ve done this for my business. And I’ll share my very own editorial mission with you so you can see exactly how it looks when I put all three of the above together:

Providing content marketing tips and tricks to help SMEs generate leads efficiently and with confidence.

Step 3: Make a calendar

Now you’ve got your editorial mission (you have, haven’t you? If not, go back and make one!) it’s time to make up an editorial calendar. Brainstorm a bunch of content ideas based on your editorial mission, and decide how frequently you can commit to a regular output.

Consistency is key here, so if you can only commit to one blog post per month, go with that! You’re better off doing this on a regular basis than pumping out five posts in a week and never doing it again.

Making the most of you

As a solo business owner, you’re in a unique place to share some really valuable insights with your audience. The content you create can be more personal, more honest, and more insightful than if you were representing a bigger organisation.

There really are so many reasons to get into content marketing, and driving more traffic to your website is just one of them. With a good content marketing plan, you’re not only bringing people to your site – you’re positioning yourself as an authority. And who doesn’t want to do business with one of those?

Do you have a clear editorial mission for your content marketing? Struggling to work out what yours should be? Share your ideas below and let’s see if we can’t nut one out together!

Kate McMahon

is a freelance word nerd (aka copywriter) with a passion for punchy prose, clear communications and an elegant turn of phrase. She is Head Honcho & Chief Copywriter at Gidget Media.

Comments

  • Lara Jennings

    My editorial content mission statement:
    Providing handy information to teachers and parents so the children in their care will have the support they need to become lifelong learners and achieve success in education.

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