You can use content marketing to attract freelance clients. Produce quality content for your audience and you can quickly convert them into paying clients.
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Essentially, content marketing can be considered your blog, videos, social media, infographics, e-books, whitepaper, podcasts, or webinars. If you are creating and distributing these kinds of valuable, relevant, and consistent content to attract and retain a clearly-defined audience, then you are doing content marketing.
According to CMI’s 2016 Content Marketing Report, 88% of businesses today are doing content marketing. As a freelancer, blogger or solo-owned business, content marketing is something we have to take advantage of as well.
If executed correctly, you can use content marketing to attract freelance clients. Produce quality content for your audience and you can quickly convert them into customers or clients.
Blogging and Publishing
As a freelance business, having a blog is essential. In fact, websites with a blog have up to 434% more indexed pages in search engines. Which means people will find you online easier.
Ensure you are publishing content on your blog to promote your services. Your content should illustrate how your services can solve your reader’s problems.
A good blog post should identify a problem, discuss how your experience and services solve this problem, then end with a call-to-action in order to convert your reader into a prospective client.
Use a blog editorial calendar to map our your post topics each week. Every single post you publish should be written in a way that helps you attract new clients.
Blogging for your business is a relatively easy, inexpensive way to not only boost search engine optimization but also to create brand awareness, establish your expertise and attract more perspective clients.
Social Media Marketing
Social media is a crucial in attracting freelance clients. In fact, one of my first freelance clients came by way of Instagram.
It’s important to sync your blogging efforts with your social media. Once you create the content — you’ll need to use your social channels to distribute it and let the potential clients know about your business.
Focus on social media channels like Facebook, Twitter, Instagram and your own LinkedIn profile in order to distribute your blog posts in the direction of potential clients.
You can show the life of your brand, but also use your social channels as an opportunity to educate prospects — showing them your value. This way, they’ll become familiar with you as an expert in your field.
Webinars are another great way to attract freelance clients. By hosting a free webinar, you can have access to an audience that is ready to hear about the information and resources that you can provide.
You can educate your audience about how your services can help them solve their problems, educate them about available resources and really demonstrate your expertise and authority in your niche. At the end of the webinar — you can participate in a Q&A and up sell your services.
This was something I learned from Mattie James. I love watching her webinars as they were so informative. She always has this super cute slide presentation and does a blog audit at the end. All the while up selling her most current course or service.
E-Books and Information Products
Information is one of the most valuable things that you can sell, so if you consider yourself a “thought leader” or have an original idea, creating an e-book as part of your content marketing strategy is a great way to attract freelance clients.
Not only can you sync this with your email strategy and increase your mailing lists, but creating an e-book can also transform you in a thought-leader. Becoming a thought-leader is one of the most effective ways to attract new clients.
Use of video as a content marketing tactic has risen from 52% to 70% year on year. Engaging and rich as a content format that can be re-purposed, video is effective tactic for attracting more clients to your business.
I really enjoy watching Truly Social with Tara Hunt. I started watching her marketing videos on LinkedIn where she’d post them. I believe as the story goes, she started doing her videos after being laid off and in an effort to find a new gig.
Now, Tara is a LinkedIn Influencer, followed by over 150,000 people. Her Slideshare presentations have been viewed over 2.5 million times. She is in the top 5% of Twitter users worldwide with over 52,000 followers. In addition, she started her own social media marketing business. Video works!
The Take Away
Content marketing is communicating with your customers and prospects without selling. But the main take away here is to provide your audience with valuable information that they can use to solve their problems.
You want to create and publish content that demonstrates your expertise and how you can help your clients.