In the awesome Millo Mastermind Facebook group I’ve seen this question pop up about half a dozen times now.
So I thought I’d answer it once and for all – as well as squash the “myths” people are reading about what you “should” be blogging about (because some things are simply a waste of time!).
Cool? Then let’s dive in.
First: Remember, Blogging is Another Piece of Marketing. And…
… like ALL marketing that you do, you want blogging to accomplish the following:
- Let clients know you understand their problems & desires
- Let clients know that you’re capable of solving / satiating them
Blogging is just another form of this. But something really cool about blogging is it lets you strip away fear / discomfort / lack of trust clients face ahead of time.
[Tweet “Blogging, like any form of marketing, needs to show prospects that you understand their problems and can help resolve them.”]
Because traditionally, the project workflow looks like this:
- Client pays
- You deliver value
But some clients are afraid that you WON’T deliver value after they pay. They’re taking a risk.
Blogging is a chance to deliver value BEFORE anyone pays you a penny.
[Tweet “Blogging lets you deliver value to prospects BEFORE they pay you a penny.”]
If you deliver advice that helps them in their lives right NOW – then you’ve just proven that you can deliver value.
So it makes sense that if you do that – they’ll be more likely to pay for it, right? After all, they now trust that you’re capable for the job.
So now that we have that covered, let’s talk about what NOT to blog about…
In a nutshell: Design tutorials
No client is out there wanting to create designs themselves. So they don’t care about “how” the design is made – they just want it done for them right.
Design tutorials are great for other designers.
Not for clients.
“But if other designers trust me – won’t that show I’m an authority figure on design?”
In a roundabout way, yes, or maybe, but it takes a LOT of time to build up that following, and even then, clients might not perceive being a “designer’s designer” as being a designer for them.
It’s a LOT of work for 50/50 chances of a pay off. (50/50 might even be too generous.)
And I want to stress how much work it is. You’re basically building an entire separate business. Blogging to a point where you’ve got a cult following is a lot of work.
Just ask Preston how much work he’s put into Millo 😉
On the other hand… having a few blog posts on your site that clients can stumble across doesn’t take nearly as much time or effort.
So why not cut out the middleman and just establish yourself as an authority in your client’s needs?
[Tweet “Blog only for your potential clients, and no one else.”]
Now that we’ve got that covered, here’s what you DO want to blog about:
Think back to client interviews where they told you all about why they need new design, what they’re trying to accomplish, and where they want to go.
Their answers to your questions are your prime starting point for blog content.
For example, if there’s a pattern in your interviews of clients saying…
“I want a brand that really stands out.”
Seems we should be doing blog posts such as:
“How to create a brand that truly stands out.”
Or if they’re saying:
“We need a website that actually brings us business.”
Then why not blog about:
“10 elements of a website that actually brings you more business.”
Makes sense, right?
[Tweet “Blog content formula: Ask your clients about their problems. Write about how to solve them.”]
And see how I’m even using their words / terminology in the headlines I whipped up there?
Why this works so well:
You’re entering the conversation already going on inside their minds — where their fears, hopes, desires are all floating around — and addressing it all head on.
These topics will vary for everyone based on the clients they serve – so the best thing to do is to accumulate your own data from client interviews…
And if you don’t have any – reach out to some of your top clients and ask them!
So there you have it. Your “quick start” guide to blogging that actually helps you get new clients.
If you like this post – leave a comment below and let me know.
Blogging & content marketing is a whole big can of worms – so if you want to learn more about it, let me know!
I’m here to help 😉
Till next time!
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