Thought Leadership Resources

#14 The Goldilocks test for content – “Not too complicated, not to basic, but just right.”

• “This article isn’t technical enough.”
• “Doesn’t everyone know the information in this white paper?”
• “This blog post is just beginner level. How about something more advanced?”

Those are questions I frequently get from business professional clients when we’re discussing topics for blogs, articles and other forms of thought-leadership content they can produce. And they’re valid concerns.

#13 Answering your prospect’s biggest concern: “Have you done this before?”

What factors would cause a prospective client to hire you, over another business professional? Over the past few weeks I’ve been doing some research, digging into exactly that question. I’ve been talking with people who are in position to hire external advisors, asking them what tends to sway their decision.

Their most common answer? “I want to be sure you’ve done this kind of work before.” They want experience, and they want to be sure it’s experience for their kind of situation.

#10 4 guidelines for “review” content that helps you build trust with clients

Clients are more likely to do business with you if they know, like and trust you. And while it’s easy to become “known” to a potential client, and be sure they “know” what you can do for them, getting them to trust you is a huge issue.

I find that once I’ve delivered successfully for a client, that trust level is high – but at the start of the relationship, we’re both feeling our way.

One way to build trust, even before you meet a prospect, is by showing yourself to be like them. This is because if you build commonality with them, they’re more likely to believe that you can help them solve their problem.

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#6 How you can focus your content so it meets your clients’ most pressing needs

Does your content focus on what you want to say – or on what your prospective client wants to hear? The best topics for blogs are those that show your ability to meet the most pressing issues that your clients want to solve.

That is your objective, right? You DO want to make sure that what you’re selling, in terms of services, is what the market wants to buy? Anything else, and you’ll get lonely, with an empty bank account.

Here’s how one particular kind of content can help keep you on the straight and narrow – aligning your services with the market’s needs. It’s called “newsjacking,” which is a term from the world of content marketing.


#5 How avatars can help your content target your client’s hot buttons

Have you been developing thought leadership content that does a good job of showcasing your skills, but it’s not working? It’s not showing up in topic searches on Google, and it’s not effective at convincing clients to get in touch?

Some people think that solving this is all about the right keywords and other forms of Search Engine Optimization (SEO). And I agree, it’s important to have those elements in place. But go deeper to genuinely serve the needs of the people you want as clients.

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