How to Fix a Client's Broken Content Strategy

How to Fix a Client’s Broken Content Strategy

How to Fix a Client’s Broken Content Strategy

By John Jantsch

broken content strategy

You’ve just signed a new client, you’re excited, and you’re ready to give them the best marketing plan they’ve ever seen, only to realize how broken their current content strategy actually is. It becomes very clear that your work is cut out for you to help them turn around their previous efforts to date.

This is common for many consultants and can leave a person wondering where to even get started. Bite off one piece at a time and take a look at some of my tips below.

Refocus their marketing message

This is one of the first places I start because often times clients don’t have an actual strategy behind their marketing messaging. They just put content together that sounds good.

Do your due diligence and get a clear idea of who their ideal client is and then make sure the content you develop moving forward matches the interests and pain points of their ideal client in order to engage them and keep their attention.

Without sounding too harsh, reiterate to your clients that their customers don’t really care about their products and services. They want somebody to solve their problems and this needs to shine through and be addressed in your client’s content.

Additionally, businesses often have the tendency to make the content all about themselves, talking about how great they are in an effort to get others to want to work with them. However, this is not the way to go. If your client did this in the past, make updates to ensure their ideal client is being addressed. Speak in their language and make them feel like you are speaking directly to them as opposed to abstractly.

Ensure they have the “must-haves” on their website

Often when clients think of content, they think of blog posts, ebooks, social media, and so on, but rarely do I find that their website comes to mind. As a consultant, this should be one of the first things you visit when you revamp their content because their website is the hub of all of their content.

You need to explain to your client that their website needs to be able to do so much more than just look good. It must help their business:

  • Get found
  • Build trust
  • Educate
  • Inform
  • Nurture
  • Convert

To pull this off, ensure their website has the following assets:

  • A clear promise – You need to make them a promise that will solve their problems.
  • A clear call to action – Their site visitors need to know what path they should take when they land on the homepage.
  • A video: Video is becoming increasingly important for establishing trust with audiences. Encourage your clients to include it on their homepage to establish an emotional connection and tell your story.
  • Trust, proof, and authority elements: These include testimonials, case studies, press mentioned, credentials, awards, and affiliations.
  • Content and content upgrades: Given the title of this blog post, this should be a given. Make sure content on their site remains fresh and is updated frequently. A content upgrade gives site visitors the ability to download premium content in exchange for an email address. If they download this content, it shows that they are interested in what your client does. Have your client use the information they provide to nurture them through to the sale.
  • Core services: Your client likely has full pages dedicated to these services (and if they don’t they should), but by adding short descriptions and images of each to their homepage as well, they’ll also get additional SEO value.

Develop a lead generation content plan

Many people opt to wing it these days which often gets them nowhere. I recommend creating a theme for your client each month that all of their content can revolve around.

Each theme should have a substantial topic related to their audience’s industry/pain points and represents an important keyword search term. I call these hub themes. Provide valuable information and use content upgrades to convert the readers of this information into leads. Here’s an example of a hub page:

Remember, you don’t always have to reinvent the wheel with their content. You can repurpose content they already have and give it new life.

Offer to get the content written for them

A lot of times, the reason their content isn’t working very well is that they simply don’t have the time to dedicate to it. Offer to take that burden off their plate, and outsource it to your internal team of writers or external writing companies including:

I have a plethora of additional outsourcing tips that you can find here to help you get started.

No matter what you inherit as a consultant, keep in mind it’s never too late to turn their content strategy around. Follow these tips, continue to track progress, and revise as necessary until you hit the goals you’ve established for them.

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