We’re all guilty of it. We have so much information to share, we just put it out on our blog without thinking much about how our clients will actually find it.
Blogging is about sharing. It’s a way of giving out information in enough quantity that someone finds value in it, and is willing to take the next step. But as a part of the process of sharing your content, you also have to write it so your clients can find and understand it.
While you may be an expert in your field, have years of education and experience, and know all the lingo, your client doesn’t.
A plastic surgeon may have a desire to create a post on “Rhinoplasty and The Psychological Affects On A Teenager”. But a client would never search or find anything that’s written at that level of sophistication. Instead, she may search for “How old do I have to be before I can have a nose job?”
Start by thinking from your clients’ perspectives. What would they be asking? When they email or call you, what questions do they have for you? That’s a good place to start.
If you are an accountant and people always call asking, “How are you different from your competitors?” you can turn that into a blog post “What Should You Ask Before Hiring An Accountant?” Then fill your post with things you want your client and prospect to know. Things that separate you from your competition.
