There is so much information available about content marketing. At the same time, your clients understand so little about it. How are you supposed to sell a premium service to a client that doesn’t understand the service? Let’s talk about that in today’s video.
Hey, it’s Alzay Calhoun with Coveted Consultant. I’ve met some people that are really passionate about content marketing. I’m assuming that’s you. There’s a real rub between your level of passion and the level of passion that your client has to buy content marketing services. How do we close that gap?
No client wants “content marketing”
Let’s be honest about this, is that what they do not want is content marketing, they want what they believe content marketing can get them. Your job is to translate that, is to show them that content marketing can, in fact, get them what they want in the growth of their business. Let’s try to connect those dots with a few examples.
Possibility: Creating Content for Clients
Here’s a classic deliverable for content marketing, writing blog content. Before you go out and start writing content for clients, let’s be sure on what the process is for delivering the highest level content possible. You want to display your services as an order of steps. Show your client the flight path to get them to the end result that they actually want. Acknowledge where they are. Acknowledge the major milestones. Show them the end result. The end result that they’re after has to have some measurable objective metrics. In other words, once we get through with this process, we know where we’re going to end up and we’re all okay with that. It could just be a number of content pieces, or it could be some level of traffic, or likes, or shares, or other engagement. You can measure however you choose, it’s your company. As we work this process, we all need to know what we’re working towards.
Now, let’s work you backwards. You’ve got the measurable content. You understand that part of the process. Going backwards, you can’t measure anything if it hasn’t been scheduled and published. It’s got to be available somewhere. You can’t publish it if it’s not drafted and approved, and you can’t draft and approve anything until you build the actual ideas.
Your job, inside your company, is to give your client an efficient method for finding the very best ideas. Not just spitballing things on a wall, but helping them find the right ideas for their business. You’ve got to have a process for creating content and getting it approved quickly and efficiently. You need your own process for how to schedule and publish. Show them an editorial calendar and help them chart out how to get that content scheduled in the right way. Now you and the client can sit together and measure those objective measurements. Without this sense of process, then the client doesn’t know what’s happening when. And if you don’t have yourself organized enough, you can’t move them through the stages, and that’s frustrating for everybody.
Possibility: Promoting Content for Clients
Another example. Let’s say that your client’s after reach. I mean, they just want a 10x, a 100x. They want their content in even more places. How might you bring that to life? Well, first you need to have some objective measurements here. How’re we going to measure reach? There’s many ways of doing it. How are you and the client going to measure reach? Now you can work backwards.
You’ve got to distribute that content in certain places. What is that process? How do you get that content actually out to the right places? Is it already published? Is this pre-published content or are you creating content to be published, or is it repurposed from old, or from new, or from others? What is this process of actually getting the content available to be distributed?
Prior to that, we’ve got to gather the right content. Again, is this content that we’re making, that they’re making, or is it coming from hard drives, from different people, etc.? Should it be pulled in to a Google Drive or a Dropbox? How are we gathering the actual content? Show your client the process that gets them the 10x reach.
Make sure that you are organized internally to deliver on each of these stages so your client can appreciate you as the professional that you are. If you structure this, then there is the difference between being an average consultant and being seen as a special content marketing company.