Creating Content That Your Current and Future Clients Want

Some thoughts on using digital platforms and events to connect with your audience in a meaningful way that keeps them engaged and always coming back for more.

So you’ve got your social media accounts together and you’re posting across all platforms a couple times a week. Tuesdays are for posting some images about your product/service and the Friday posts usually consists of a photo of what your team members had for breakfast in celebration of a birthday. 

It’s important to stay top of mind with your current and future customers, but what value are you adding to their lives with a photo of the bagels your team had this morning? 

Think about the apps on your phone. Space is limited on this little pocket computer and apps fight to stay on your home screen. What apps do you keep? The ones that you use all the time. Think about this idea when creating content for your audience online. Their attention is limited and they’re only going to follow and stay engaged with the brands that inspire, inform, educate, and entertain them. 

Here’s 5 things to consider when thinking about content that connects with your current and future clients.

• Know your audience. It’s one of the first steps in starting a business. Knowing your target market is vital when it comes to selling your product or service to them because without that, your messaging and the avenues that you take to reach them will fall short.

 

• How does your audience get their information and connect with brands? After you have a target customer profile, now we need to think about how that group of individuals consume information. How old are they and where do they live? Are they on Instagram? Facebook? TikTok? Do they listen to podcasts? Do they attend events on a regular basis?
  

 

• Once you know who you’re talking to, think about what’s important to them. Do you run a coworking space that focuses on connecting with aspiring entrepreneurs? What are entrepreneurs interested in? Maybe your company specializes in fitness equipment, how can you connect with people wanting to get in/stay in shape? Speak their language and give them content that they’re eager to consume.
  

 

• Be visual. Especially in the world of social media, videos and photos dominate. Have you been writing a weekly blog that’s sure to connect with your ideal client? How can you take some information from the blog post and use it on social media with some images or videos that relate to the topic? Think about how you can get the most out of the content you're creating and what platforms those pieces of content can live on.
  

 

• Be consistent. We all want to stay relevant, right? Your business wants repeat customers and referrals and guess what? Your current and future customers want a steady stream of content that they connect with. Aspiring entrepreneurs want to be motivated, that’s why they follow Foundr on Instagram. True crime fans love murder mysteries so they consume every episode of the Crime Junkie podcast. Being consistent doesn’t mean you have to do a daily vlog or post 3 healthy recipes every day of the week. Come up with a calendar that gives your audience a steady stream of content that adds value to their lives and work with your team or a company like Matchbox who can dedicate the time needed to make it happen.
  

We aren’t saying that photos of the birthday cake you got for Jane on Friday isn’t something that you want to post, but if the only thing you’re posting online is the occasional “Happy (insert this week’s random holiday)” and a few photos of your office, then you’re missing a huge opportunity to connect with your audience. 

What are some new ways that you can connect with your audience?