When you start creating content for your business, the easiest way to begin is with the content that interests you most. You write blogs on the topics you know most about, and use jargon or industry-specific terms.

But if you’re doing this and not getting much response, then you need to stop and reconsider. Even though you think you’re producing helpful, valuable information for your clients, you’re probably not. 

You’re the Expert, not Them: Your Content Should Help

If you’re using acronyms, talking about the latest developments in your sector or new legislation, then you’re writing for your peers. They understand exactly what you mean, and they probably even compliment you on your latest blog.

But they’re not going to buy from you! The people who will, however, don’t get it. They need you to explain the basics to them. Because you’re working to gain and build their trust, so they see that you’re the expert.

If you’ve already had a number of clients, think back to conversations you had with them when you started working together. What did they ask you? What were the key details they needed for the project to be a success? Write about those things instead.

There’s no Such Thing as a Stupid Question

Following on from the above, remember that no matter how simple or obvious a question seems to you, your audience is asking it for a reason. Yes, you’re the expert now, but you weren’t always!

Taking time to answer each and every question gives your potential clients more opportunities to hear from you and get to know you and your business better. Giving them all the information they need can be the difference between them doing business with you or choosing to go elsewhere.

And if the number of touchpoints (contacts) a customer needs to have before buying from you is only getting higher, then answering these questions is even more important. And don’t forget that you can compile all these answers into an FAQ section on your website to point people to in future, rather than answering them over and over again. 

They Have a Different Learning Style

You don’t really know which learning style your ideal customer favours, which is why you should create content in a variety of mediums. That way, if one style doesn’t land the way you want it to, the next one will.

Depending on your subject and how complex it is, your audience might need a walk-through guide that they can follow in their own time. If you’re helping them to do something for the first time, then a checklist makes a really handy reference tool.

You want to encourage site visitors to keep reading and to look at other content you have on your site, so keep things interesting and engaging. Signpost them to other helpful content on the same topic so they feel like they’ve learned a lot.

It can be hard to think of content formats you can use if you don’t like them yourself, so have a look at a competitor or a content creator you admire. What are they producing? What kind of engagement and interaction are their blogs and videos getting. Take inspiration (but don’t copy!)

Show Them You Care in Your Content

If you want people to buy from you, then you have to show them you care. You’ll have heard about “know, like and trust” or even “know, love and trust” until you’re sick of it, but it’s true!

If your blogs and other content are all about how great you are or awards your business has won, you’re not demonstrating to your potential clients that you have their best interests at heart.

Writing blogs that answer their questions, no matter how simple, talks them through the experience of working with them. It reassures them that you’re an expert, safe pair of hands and lets them know that they should choose you, not a competitor.

And let’s be honest – when you’re looking for a company to work with, whether that’s for business or pleasure, you want them to showcase how they can help, don’t you? So if that makes blogging easier, imagine you’re your own customer. Or ask a previous client what they’d have liked to have seen before you worked together.