What if you could create content to attract the clients that best suit your business, and – here's the kicker – repels those that don’t?
Would it save you time and effort not dealing with inquiries from people who aren't right for you?
Would it save you the stress and time-drain of not having to work with people who are exactly the people you don’t want to work with?! (We’ve all been there.)
Martin Huntbach and Lyndsay Cambridge, founders of Jammy Digital, began producing content with that specific strategy in mind. Their unique content strategy aimed to repel customers who aren't ready to work with them yet and attract those who are.
In just one year, Martin and Lyndsay increased their website traffic by 10x. How did they do it? With a strong content plan, a ‘content fortress’, and a strict search engine optimization approach.
Martin and Lyndsay joined me in episode 155 of the podcast. It's packed full of tips and tricks for creating a website and content strategy that works better for you. So, if your website isn't doing the most for your business, then this is the podcast episode for you!
Check out this short video on this episode.
Or...you can read on...
Martin and Lyndsay are experts in website and content creation; they run their own website development agency. They also teach business owners to build a successful lead generating website through their membership site.
I was keen to get their advice on where people go wrong with content creation and how they can improve.
Where you should focus your content efforts
Many people focus a lot of their time and effort on producing social media content. However, while this can generate leads, social media posts have a very short shelf-life compared to website content. For example, a typical tweet will reach half the value of its total engagement in the first 16 minutes after posting.
Have a read of How to Create and Repurpose Your Highlights on Social Media, or listen to the podcast episode, where I share more on the lifespan of social media content and how you can give your posts more staying power.
If you want content that will last a lot longer, then it’s important to create content for your website, like blog posts, as well as your social media content.
Website content has a far longer shelf-life than social media posts, with the ability to generate leads weeks, months, and even years after you published it.
There’s a new issue at play with the content on your website – it’s not longevity, it’s about getting found! Your social media content is more likely to be seen with millions upon millions of people visiting sites and apps every minute. So while website content is long-lasting, you have to take users to it, and using social media is a great way to do this.
How content could increase your website traffic by 10x
Creating content was a transformative step for Jammy Digital.
When Martin and Lyndsay started blogging, they didn't start with just any topic. First, they thought carefully about the pain-points of their ideal audience.
By drawing inspiration (and more importantly, keywords!) from what their ideal clients were searching for, as well as questions from their existing clients, Martin and Lyndsay built a content strategy that gradually increased their website traffic.
Within a year, they'd grown their traffic by 10x!
How to successfully incorporate SEO into your content
When it comes to creating content for your website, paying attention to SEO, and deploying SEO best practices will go a long way.
Martin and Lyndsay had loads of tips on how to do this, here are their top SEO suggestions:
- Don't make your titles and headings too cryptic. While this can be great from a copy/reading perspective, it's not suitable for search engines. Write searchable titles and headings with clarity in mind, even if it means you have to ditch the fun puns!
- Include keywords frequently and naturally. Don't jam them into places they don't belong, but remember to add them in headings, subtitles, the body text, meta tags, the URL, image descriptions – wherever you possibly can.
- Write longer-form content. You'll have more opportunities to include keywords in a 2,000-word blog post than you are in a 500-word blog post. Well-written, long-form content generally attracts the most traffic and can win against competitor posts if it includes more relevant information.
Will these tips help you rank on Google?
Martin and Lyndsay say that they've had content rank as quickly as 30 minutes after publication. If that's not a reason to enhance your search engine optimization, I don't know what is!
Find out more on SEO in How Content Repurposing Can Improve SEO with Andy Crestodina.
How content can result in more website conversions
Be bold with your CTAs!
There's no point in having lots of website traffic if people aren't completing your desired actions once they get onto your website. Martin and Lyndsay’s best piece of advice for improving your conversion rate is to be bold when asking your visitors to do what you want.
Create clear calls to action using images, links, and buttons, and use them throughout your content, not just as a one-liner at the end of a blog post. It's vital to ensure that your audience knows what they have to do next to make that conversion possible.
Imagine walking into a coffee shop, and you have no idea how to place an order and pay. You have to hunt around just to get a copy of the menu, and you search high and low for the counter to order and pay.
This never happens. It’s always pretty obvious what the menu options are in coffee shops, and the payment counter is strikingly obvious too.
You need to be just the same with your website, when someone ‘enters’ your site/consumes your content, make the next steps clear, make them obvious, and make them easy.
Martin and Lyndsay say that it doesn't matter how basic your website is, so long as its message is clear. That might mean breaking up your services page to appeal to different target audiences.
When you’re designing your website or any piece of website content, always keep the path to conversion in mind.
How to design content that attracts better clients - a "Content Fortress"
A content fortress is a method of designing content so that each piece of content works to repel visitors who aren't yet suitable customers and attract those that are.
They created this concept after becoming more and more frustrated with the situations they were finding themselves in where they were working with clients they really, REALLY didn’t want to work with.
Trying to please every client and working all hours of the day is unsatisfying, unhealthy, and not how anyone wants to run their business!
He knew who his ideal clients were – the people he could work with all day long.
And, he knew who his nightmare clients were!
Martin and Lyndsay made a solid commitment to make changes in their business to only work with the clients they wanted.
To do this, they needed to find a way to attract those ‘ideal clients’ and protect themselves from attracting and ultimately working with the wrong people.
They did this through content. Opinionated, strategic, and bold content, otherwise known as the ‘content fortress’.
“A content fortress is about using content to protect your business, time and even your mental health.”
They created content to repel people they knew were not right for them, as well as simply handle the Q&A process that they go through with prospects and new clients – laying out expectations (prices, timelines, ways of working, etc), their ways of working, culture, etc.
Martin and Lyndsay reflected on the kinds of questions they were asked, situations they found themselves in, and their experiences. They created content whereby only the people they wanted to attract would think, “I want to work with these guys,” and the people they didn’t want to work with would think, “they’re clearly not for me”.
There are SO many benefits to this approach:
Firstly, it means that you get fewer inquiries from the wrong people. A massive time-saver.
Secondly, if you do get inquiries from people who don’t seem to be the right fit, you don’t have to write long emails explaining why – you can simply direct them to a blog post published on your site that explains why.
An example that Martin and Lyndsay gave was that they don’t work with people starting a brand-new business. They have perfectly justifiable reasons why. If they get an inquiry from someone who is starting a new business, they politely decline and direct the inquirer to the content to find out why.
I think this is a genius move because if you have publicly published content on your site, explaining why you don’t work with certain people/businesses, it removes any feeling of a rejection feeling personal. It’s not personal at all. It’s just business.
Third, creating this kind of content helps to manage clients' expectations before they work with you. If a client is potentially right for you, but you want to set very clear expectations, then direct them to the content you have created that lays out those expectations.
I love the fact that Martin and Lyndsay call this content approach “building a content fortress”.
You know I am ALL about making your content go further and finding ways to maximize content to its full potential. Building a content fortress creates content that saves time, builds trust, and sells effectively all in one!
Start building your content fortress
If you want to find out more about the content fortress concept, including the eight pillars of content, I highly recommend you get a copy of Martin and Lyndsay’s book, Content Fortress. You can also check out their website or head over to their membership site.
I hope you've found this post inspiring and helpful, and are now ready to optimize your content to attract your ideal customers.
Of course, once you have built your fortress, you’re going to want to repurpose it! To help you with your repurposing, consider getting a copy of Content 10x: More Content, Less Time, Maximum Results. Plus, if you want to know how to repurpose your content, with video tutorials, checklists, step-by-step guides, and more, purchase the Content 10x Toolkit.