The Only 5 Types of Content That Attracts High Paying Clients Quickly
Content is the lifeblood of your business.
If you want the right clients to find you, then stop running after them. I want you to focus on…
I’m not joking, you need to.
In this post, I’ll show you how to attract high paying clients and prove your expertise. Because, these are your best clients. Most agencies call them the “VIP clients.”
I’m talking about Fortune 500 companies and other successful brands.
They’re smart with their money – because they operate on a budget. If they must purchase your products or hire you, you’re expected to earn it.
But that’s not fair, right?
Well, you’ve got to accept it that way.
The good news is, you don’t have to do the extraordinary to prove your worth. All you have to do is “create the right content” – the type that builds your authority and trust, and dispels lies and myths.
Typically, your content should be driven by the result you want to achieve. In a post on Distilled, author Hannah Smith talks about the importance of creating content that’s goal-driven.
Often times, the right content will get you more clients than the so-called “epic” content. Because, no prospective client really cares how epic your content is, until it solves their problem.
Yep, I got you right there.
It’s time to drive dramatic sales with the most relevant content that your audience seeks. While you’re at it, you MUST document your strategy.
The 2015 edition of the annual B2C Content Marketing Benchmarks, Budgets and Trends – North America report by the Content Marketing Institute and MarketingProfs found that while 69% of marketers are creating more content than they were a year ago, only 27% have a documented strategy.
See, it’s easy to replicate your success in any business model or industry, if you have a documented strategy.
Okay, if you’re ready to create irresistible content that your audience will fall in love with, here are the 13 types of content to help you earn what you’re worth:
Content type #1: Step-by-step Case study
Case studies are powerful tools for client acquisition. Honestly, I haven’t seen any type of content that’s better.
A case study is simply a clear path, where you show your audience how you implemented a strategy and the results that you generated.
No matter what your client is looking for (e.g., traffic, leads, sales), a case study will definitely captivate their mind.
When you write a case study, you reveal the challenge that you have, the strategic action steps taken, the tools used, and your results.
For example, Neil Patel continually documents how he’s building a $100,000 business in the food and nutrition niche. Every other month, he shares a case study.
Currently, the blog generates over 123,450 visitors per month. And about 76% of these visitors come from organic searches.
You see, Neil has proven that he can start a new blog, in an niche he knows nothing about, drive massive traffic to it, and turn it into a profitable business.
And that’s exactly what the high paying clients want.
Here’s what you should know…
A case study doesn’t have to be about your success before serious clients can trust you. In fact, when your case study sounds too-good-to-be-true, then, chances are, it’s not true.
There must be hiccups on the way. It shouldn’t be all rosy, because the tools aren’t 100% perfect.
Content type #2: Expert interviews
Interviewing the leaders in your field will earn you a lot of respect.
It doesn’t matter when you started your business, as long as you can stand in the shoulders of successful people, you’ll build your brand faster.
Podcasts are popular these days. You can interview industry leaders via your podcast episodes. For example, John Lee Dumas, founder of Entrepreneur On Fire built his memorable brand through podcast interviews.
Expert interviews will work in any industry, because there are leaders waiting to share their message, ideas, opinions, tips and tricks, with the target audience.
Again, get creative with your interviews. If your business is about consulting, then you need to ask intelligent questions along that line.
Copyblogger Media does it well. In “The Writer Files,” they interview authors, writers, and content marketing experts.
When potential clients read, listen, or watch an interview section at your blog, they get excited – knowing that you’re not an average Joe who emerged from nowhere.
The good part of expert interviews is that they’re unique. I have never seen two interviews that read and sound exactly the same (even if it’s the same expert).
Well, my questions to an expert are unique. Therefore, the responses that I’ll get will be unique, too.
How to do expert interviews:
i). Get into the conversation to know the leaders and successful experts in your industry. Then, invite them and set up a time to talk.
ii). During the interview, introduce the interviewee. Hone their skills, achievements, impact, and more. Create excitement.
iii). Ask open-ended questions that will evoke emotional response from the interviewee. For instance, “why did you start a blog?” rather than “did you start a blog to make money?”
iv). Continue with the question and answer, and tell stories along the way. Make the interview about the interviewee (expert), and the audience at the other end.
v). At the conclusion, appreciate the expert, recommend useful products, and thank your audience for listening.
Note: When you publish the interview post on your blog, remember to add a call to action at strategic locations. Because, inspiring interviews can get you quality leads and clients.
Content type #3: Inspiring short article
Who reads short articles in a world of long-form content?
Well, your potential clients do.
According to a research study by Slate, for every 161 people who landed on this page, about 61 of you – 38% – are already gone.
You didn’t spend time engaging with this fabulous article. But I’m not sad, because that’s how the human mind is wired. More so, human’s attention span is 8 seconds, which is 1 second less than a goldfish.
Most online businesses in a bid to produce long-form articles add a lot of fluffs, which defeats the purpose of content marketing.
If you’ve a strong point to make, or a quick strategy that people can implement and get results, a 300 – 500 words article will do. Add a persuasive call to action – and your audience will appreciate it.
Content type #4: Improved Infographics
Your potential clients are addicted to infographics. How do I know?
Well, because I do not resist a well-designed and useful infographic. If you want to stand out and position your brand, you should create more infographics. Prospective clients will learn a lot from it.
Albert Costill highlights the six benefits of using infographics, but there are more.
The demand for infographics is huge. In fact, from 2010 – 2012, infographic search volumes have increased by over 800%.
Yes, the demand for infographics is big, but the competition is equally on the increase. So how do you use infographics to attract the right audience?
Simple answer: Improve it.
And I’m not talking about using brighter colors, statistics, and results (which are essential).
To “improve” your infographic in this case simply means to publish complementary content on the same page.
The traditional method of using infographics is to embed it into your WordPress editor, and click the “Publish” button.
But that leaves room for confusion, because the audience may not clearly understand what you’re trying to communicate.
As a smart marketer, whenever you design an infographic or republish from other sites, introduce the infographic with a bang. Write blog post introductions that draw people in.
Brian Dean, founder of Backlinko does it well. See the intro:
Next, he embedded the infographic:
Finally, beneath the infographic, he added more written content, with data, charts, statistics, and success stories from his SEO That Works students.
What amazes me most is how powerful an “improved infographic” can be. For example, the infographic post above generated more than 2,200 useful comments in less than a year.
SEO-wise, the improved infographic earned 384 quality links from 118 referring domains. That’s impressive.
Quick tip: The next time you add an infographic to your blog, don’t be in a hurry to make it live. Create at least a 300 – 700 words article, full of actionable tips and possibly testimonials (it’s optional).
Add a strong opening, before the infographic. Then, build a strong desire with the rest of the content right below the infographic.
It’s the easiest way to send positive signals to potential clients that you’re the right guy or brand to work with.
5. Content type #5: “How to” Pillar posts
In case you’re not aware, here’s the shocking truth:
Your target audience attaches a lot of value to metrics and numbers. In other words, if you create content that’s backed up by number or actionable metric, you increase your chance of winning better clients.
In the eyes of your target clients, you’ll be perceived as a true leader in your field. And they’ll have no other option than to contact you.
Sounds cool, isn’t it?
So take advantage of numbers and metrics when creating your content.
On the flip side, make sure that your tips and advice are easy to implement.
That’s why I recommend you craft a “How to” pillar post.
Most digital marketers started out producing engaging pillar posts, but eventually got distracted. If you’re one of them, get back to it.
Here’s an example of a “How to pillar post” that capitalizes on what the potential clients want – metrics and numbers.
And another data-driven “how to pillar post” from Moz:
These two “how to pillar post” examples that I’ve shared above are from two successful digital marketing companies.
And these companies primarily take on Fortune 500 clients and other top brands in specific industries.
They can’t be wrong this time.
The typical “how to” posts may not work for you, because of the fierce competition, but when you add a definite metric or number, your post becomes an upgrade of what’s already out there.
There you’ve it. The only 5 types of content that have transformed average websites that get a measly 50 visitors per day to over 1,000 qualified traffic per week.
You see, the fact that your content isn’t generating enough traffic and leads is a sign to rethink your strategy.
You can’t continue to whine over spilled milk, but you can get another.
Here’s what I recommend: Pick one type of content from the list and create it right away. Promote it and track your results after 1 week. Then scale from there.
As always, I’d love to hear from you. Which of these types of content have you created before? Feel free to share your results.