What content marketing makes sense?

A reader question through my reader survey (https://kaidavis.com/welcome/). They ask:

How can I best reach potential buyers/decision-makers? The most obvious content marketing seems to be more relevant to peers than clients…

When it comes to content marketing as a specialist expert (like you, dear reader), the question-asker hits on a common challenge.

When it comes to thinking about the content that makes sense, the most obvious content will often be content focused on your peers, not on your ideal clients.

Why is that?

Part of it is that you have more experience that’s relevant to your peers. Day in and day out, you’re working on your business, growing, and experiencing challenges in the same way that your peers are. So, it’s SUPER easy to write about those topics. You’re experiencing it, living through it, and know what to write about.

It can be much more challenging when it comes to writing for your clients.

With a few exceptions, your clients aren’t going to be running the same type or shape of business that you are. They aren’t going to be experiencing the same challenges or questions that you are.

That means it ends up feeling a lot harder to write content that’s relevant to your clients.

Let’s look at an example. If you’re specialized in providing rolls dice churn-fighting services for E-commerce subscription box companies that sell pet boxes for cats, your experiences are going to be very different from your clients’.

e.g., Your clients are asking questions like: how do we decrease churn? How do we acquire more customers? How do we increase our margin on every box we sell?

Those might be topics that you touch on in your work but don’t feel expertly qualified to write about. After all — says the inner critic — what could you share that they, people who work in this industry 24/7, don’t already know?

Thus, the challenge. How can you overcome this?

The path forward is to:

  • Put yourself in your clients’ shoes and study their industry
  • Identify the questions, topics, and challenges they’re asking about
  • Push yourself to write on the topics your clients are interested in, even if it feels uncomfortable

Within this, you can pull from a few accessible areas:

  • What are the questions clients (and prospective clients) ask you?
  • What are the popular topics that get discussed at industry conferences and events? (e.g., what are the popular talks on YouTube)

And use those questions and topics to get started with your content marketing.

If you’re looking to get better at figuring out what to write that’s relevant for your clients, market, and audience, I recommend you investigate Sales Safari 101 (https://shop.stackingthebricks.com/sales-safari-101).

(That’s not an affiliate link. I think their product is the best on the market and enthusiastically recommend it.)

Sales Safari 101 is a pre-recorded video workshop from Amy Hoy and Alex Hillman about how to find your market online + mine their actual questions to tailor content marketing they can’t resist.

For the 3 hour experience, videos, transcripts, and printable goodies… you’ll pay just $99. The cost of one nice dinner out. That’s a teeny tiny fraction of the value you’ll receive!



I write a high-quality, daily newsletter about marketing, growth, and lead generation for indie consultants, freelancers, and service professionals.

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