You do things your client can’t.

Whether you’re a technology business, a creative agency or a membership group, you have a specific solution designed to solve their problems.

In short, you are the experts that can help.

Can you really say your content reflects this expertise?

Having worked in this agency for the last five years or so, I take for granted the fundamentals of content marketing. Content needs to tap into the frustrations of your clients, provide valuable insight and help, offer proof that your solution works, and then help to strengthen the relationship until they’re ready to buy, and beyond.

It’s an awareness device, a relationship builder, and, occasionally, a tool to help close sales.

Why is it then, I still see blogs peppered with company news, interviews with staff about their favourite films and news stories lifted wholesale from other websites?

It actually hurts a little.

Your content needs to showcase your knowledge and understanding so your potential clients feel comfortable that you understand them, and can help them.

The good news is, you have all this knowledge. Every business likes to think their people are a differentiator, but the reality is slightly different. The real differentiator is the expertise within their business as a whole.

Our clients The Marketing Centre are a prime example. They parachute part-time senior level marketing directors into ambitious businesses. Some businesses will hire a marketing junior to take on all their marketing, and the same businesses will likely fail because juniors focus on tactics not strategy. Marketing experts will always look at strategy first.

Their expertise isn’t limited to one marketing director. Yes, you pay for one, but you also get the hive mind of 80+ other marketing directors. You get access to their little black book of contacts. You get deep, experienced expertise.

As such, the blog content can’t be light and fluffy. It needs to be accessible, sure, but it needs to have substance. It also needs to redefine how business owners view marketing, to be more than the ‘colouring-in department’, as one ex-client put it.

Our series on ‘barriers to business growth’ taps into the pain points of the business leaders they’re targeting, and advises how marketing can help, showcasing their knowledge of how marketing is a core function of a business looking to grow.

These pieces give pragmatic and practical advice, and clearly demonstrate how The Marketing Centre hold the knowledge their potential clients need.

Of course, they are the experts. We work in marketing ourselves, but their level of strategic marketing expertise is greater than ours. As such, they give us access to the team, pulling in niche insight from the right people where relevant.

As such, the content as a whole reflects the broad scope of their expertise. Exactly how it should be.

You can’t withhold knowledge with the fear that competitors might steal it. Instead, give it to everyone.

Customers want experts that can solve their problem. Show them that you’re that company.

Until next week.