I think one of the biggest mistakes we can make with our marketing content is thinking it’s somehow separate from our “real” work.
Often, we can even think of it as some sort of necessary evil, best to be outsourced or offloaded to another person, or even AI.
But that’s a mistake because your content should be directly connected to your client work.
One informs the other.
While doing your regular work, you encounter novel situations and questions that you can answer, address, or otherwise discuss in your content.
And the content that your prospects respond to can influence the work you ultimately perform for them.
It’s a virtuous circle, one where your content makes your work better, and your work makes your content better.
But when we separate or sever that connection, we end up with work that doesn’t relate to our marketing, and marketing that doesn’t relate to our work.
And when we outsource or offload our content to a contractor or an AI who doesn’t understand us, we end up with marketing that demonstrates their or its abilities, not our own.
So this is where your content ideas are hiding:
In the work you do for your clients. Their questions, their interests, their preferences and their values.
And the best part is that you never have to wonder if your content is “relevant,” because you know it is, because it’s based on real experience.
Last week I was asked how I come up with content ideas for my almost 1,000 newsletters I’ve written since 2020.
Today, I’m writing this newsletter. As an explanation, and as evidence:
That the questions we get asked by clients and prospects can form the basis of the content we create.
That’s exactly what I just did.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.