How To Do Content Marketing And Attract High-Value Clients

Today, we're diving into a topic that's a game changer when marketing your business advisory services - content marketing. I'm not just going to talk about its effectiveness; I'm going to show you how to use it, correctly and powerfully. Let's get started with the first and most important question:

What is content marketing??

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Ultimately, it is the approach you use to get people to buy from you and purchase the right product at the right price–all done while eliminating tire kickers and repelling vampire clients.?

By the way, it may be a good time to note how content marketing has been pivotal in my making over 5 million pounds in the past 10 years. It has enabled me to hire an outstanding team, along with giving me a great reputation and helping me become a key player in the accounting profession as a marketing and sales expert.?

I have recorded over 800 videos, written over 1000 blog articles, and have run over 1000 webinars. I post on social media almost daily, and now I have a bi-weekly podcast, as well.

I have also written four best-selling books. ESCAPE - the Definitive Guide to Escaping the Rat Race helps people escape their corporate jobs. Business Advisor Playbook, Practice Growth Super Powers for Accountants and Bookkeepers, along with The Pioneering Practice, are great examples of content marketing.?

Additionally, I am mapping out book number five, which is all about getting stuff done and coming out of overwhelming circumstances.?

If you are wondering, “Why should we listen to Amanda when it comes to content marketing?”, my results from marketing should showcase it.? My use of content marketing has enabled me to buy my dream house and my dream car and take wonderful vacations with my family. Thanks to my success in the field, I have a strong personal brand, a voice, and a way to make an impact.?

But you might be saying, “Yeah, but Amanda, it's easy for you - you are a marketer”.?

Yes, I agree.? I do get a lot of pleasure out of content marketing and find it quite easy, but that is not because I am a marketer. It is because I focus on helping my ideal clients and providing them with a valuable service.

I have worked with many accountants and CFOs who fall under the category of left-brained, not right-brained (meaning they are more technical-minded rather than creative).

Even though these individuals are more technical, they find creating content much easier when approaching content marketing from a place of service.?

Kristina, for example, built a database of over 20,000 subscribers. She sends a newsletter every week and runs webinars almost weekly.??

Kevin, one of my “introvert” accountants, challenged himself to record 100 days of videos.

Sally creates Instagram reels a few times a week. Like Kevin, she also challenged herself to create 100 days of videos.

A year ago, neither of them would have even conceived of it.?

As with all of the shifts involved in going from technician to advisor, you have to shift your mindset. You have to switch from doing stuff to just get clients, to doing stuff that serves prospects. The by-product of serving prospects is that you get clients.?

The current trend that is working so very well for my clients is the increase in personalized and niche-focused content.

This approach involves tailoring content specifically to target segments of the market, rather than using a one-size-fits-all strategy.?

Business advisors are now focusing more on creating content that speaks directly to the specific needs, challenges, and interests of their target audience.

This personalization can be based on various factors such as industry (e.g., content tailored for small business owners, nonprofits, or specific sectors like technology or healthcare), business size, or even the stage in the business lifecycle.

Niching is a big topic, so I don't want you to overthink it right now.

What I do want to touch on is the power of niching when creating content. For example, a business advisor might produce in-depth content for startups on managing finances in the early stages, or for established companies looking into international expansion.

This specialization not only showcases the firm’s expertise in a particular area, but also helps in attracting clients who are looking for advisors with specific knowledge and experience.

Very importantly, you must steer clear of technical content, especially on social media.

There is little interaction, and your clients don’t understand your terminology.?

My advice, along with the data results from clients, shows that covering broad financial/business strategies, tax planning, regulatory changes, and even business growth tips, get regular interaction - even more so when personalized.?

The goal is to position you, or your practice, as a valuable resource and advisor - not just a service provider.

You want people to bookmark your content, binge-watch it, and consume it like they consume a Netflix documentary. This is when you know your content is working.?

Hugely successful business advisors are increasingly adopting various multimedia formats like videos, podcasts, and webinars.

These formats can make something complex seem more accessible and engaging. Interactive content, such as online calculators or self-assessment tools, is also gaining traction.

You will hear me use the phrase “sell your advice”. The best way to entice someone to buy your advice is to lead with free thought leadership. Establishing such leadership is done through in-depth articles, white papers, and industry reports.? These are all key trends we are seeing.??

Many clients are writing their own books in 2024.? This type of content helps in building credibility.? Being an author positions you as the “go-to” advisor for a prospect.?

Let’s break down what content marketing involves:

The first step is content creation.? This includes blog posts, videos, podcasts, infographics, eBooks, webinars, and more. The content should provide value to your target audience. It involves answering their questions, solving their problems, or enriching their knowledge.?

A great book I read on my content journey was a book by Marcus Sheridan called They Ask, You Answer.? When I read the book I wanted to cry. It was the book I always wanted to write. I highly recommend you get yourself a copy. It is so good!?

The underlying message is, “What questions are your clients asking you, or what questions are your prospects asking you?”?

When you are clear on those questions, use content marketing to answer them.

Content marketing is so powerful because, when done well, it is both relevant and valuable to the world.? Unlike traditional advertising, which often interrupts the audience, content marketing provides information that the audience finds useful.

This could be educational content, informative articles, entertaining videos, et cetera, that relate to what the audience is interested in. This not only helps people but positions you as an expert. Therefore, your perceived value increases.?

It is extremely important to be consistent with your content marketing.? Regularly delivering content keeps your audience engaged and helps build a relationship with them.?

Consistency in style, tone, and delivery is also key to establishing brand recognition and trust. I am known for my enthusiasm, and I have been told that I inspire people.? This is one of the reasons I wanted to start my podcast.? I would be able to reach and inspire even more people!??

You are responsible for knowing who your ‘people’ are when you are writing or recording your content marketing. You need to understand your ideal audience, and know their preferences, pain points, challenges, and what questions they are seeking answers to.?

The ultimate goal of content marketing is to influence customer behavior toward profitable actions. This could be signing up for a newsletter, making a purchase, downloading a guide, etc.? My favorite call to action is getting people to come to a webinar.

Over time, delivering consistent, high-quality content establishes your brand.? Along with the establishment of your brand, you are now thought of as a leader or expert in your field. This builds trust with your audience, making them more likely to choose your products or services when they are ready to buy.

When I speak with business advisors, I often address their concerns regarding giving away free information.

My clients come to me for assurance that they won’t lose out on business because their content marketing gives away too much. A breakdown of audience types helps clarify what is going on concerning how their potential audience reacts to what is being offered.

Your audience typically falls into one of three categories:

• Group One: Serial Freebie Hunters They’re not your ideal clients, since they don’t intend to purchase.
• Group Two: Potential Clients ?These are people who will try to do things themselves, but they might eventually seek expert help if they don’t achieve the desired results.
• Group Three: Goldmine Clients. They prefer not to dabble and seek expert help right off the bat. These individuals value time and quality and are willing to pay for it.

Your goal with content marketing should be to target these latter two groups. Provide them with content that showcases your expertise, and when they're ready to seek professional services, your business will be at the forefront of their minds. It's all about building that trust and authority in your niche.

A critical piece of advice I always give: prioritize quality over quantity. The internet is flooded with content, but not all of it is helpful or valuable. Your content should stand out by being insightful, informative, and genuinely useful to your audience.

In conclusion, content marketing is an incredibly powerful tool. It’s not just about creating content; it’s about creating the right content for the right audience and establishing a connection.

Remember, in the long run, it's the value you provide that turns readers/listeners into clients. Embrace this strategy, and watch as it transforms your advisory practice. You have to create valuable free content if you want to attract better clients; better clients need to see your value before they invest with you. This is the power of content marketing.?

To get you started with your content marketing journey we have created something called the Content Vault.? It is specifically for business advisors who want to show up as thought leaders online, and give advice around business growth. There are over 300 blog articles and 500 social media posts.? Training on how to take a blog article and turn it into a video or podcast is also available.??

If I do say so myself it is an awesome product…and right now we have it at a very special offer. ? Check it out at https://go.oompf.global/the-content-vault .

If you want to do content marketing in less than 30 minutes a week, then this is for you. Grab it now while it is still available.