7 types of content every trusted advisor needs to create
As a trusted advisor, your marketing should revolve around 2 specific goals:
- Developing Trust – by building relationships with your audience of future clients.
- Positioning yourself as an Advisor – by demonstrating that you have valuable advice to share.
Here are 7 types of content that will help you reach those goals:
1. Spiky Content
I first learned the description “spiky” from Mark Schaefer.
Spiky content takes a stand. It offers a bold opinion. It picks a side.
In a sea of sameness, spiky content can set you apart. Especially when it goes against what most people in your industry are saying.
2. Personal Stories
These don’t have to be “big” stories. And they don’t have to be embarrassing stories or “rags to riches” stories or deeply personal stories.
Just simple stories that illustrate the point you’re making.
For some great examples, check out Michael Katz’s blog/newsletter – he is an absolute master at using mundane stories about gardening or buying shoes to create entertaining and educational articles that feel like they’re written to a friend.
3. Behind the Scenes
Don’t we all love a peek behind the curtain?
One of the most popular emails I sent out for a client was one where he showed the equipment he uses for zoom calls.
Behind the scenes might also include things like the books you’re reading, the projects you’re working on, or an event from your personal life you don’t mind sharing.
For most advisors, this is the go-to type of content. Tips, techniques, simple how-to articles.
One of the most powerful can be “explain the obvious” content. This is an idea I got from Sean D’Souza – take some of the obvious jargon in your industry and explain it.
What is coaching? What is marketing? What is succession planning? What is strategy?
5. Case Studies
Before and after stories that highlight the work you’ve done with clients.
These can be anonymized or run with permission from your client. You may even want to interview them and a create a video if they’re open to it.
Case studies can provide hope and inspiration to your future clients, while at the same time, positioning you as a helpful expert.
The goal with these is to provide an “ah ha” moment by sharing something your reader didn’t know.
These are great for linking symptoms to a root cause.
Eg: 7 signs you might have a problem with your culture
More “sales page” than article – these are designed to promote your services.
Titles might sound like “10 reasons why you need a coach” or “7 questions you should ask before hiring a management consultant.”
Or you can be a bit spiky and write about why coaching doesn’t work.
Mix it up! Ideally, you want a balance between building trust and establishing authority
Depending on our personality, we’ll tend to favour a certain type of content.
Some people love to share personal stories – others are more comfortable with “how to” content – and those with a sales background may naturally be more promotional.
You’ll notice that in the list above, ideas 1, 2, 3 are primarily about building relationships and trust. The remainder are more about establishing your authority as an advisor.
Look at your blog or your social media feed: is it more weighted towards “trust building” or “establishing authority”?
If it’s out-of-balance, try stepping outside your comfort zone and creating some content to fill in the gaps.
And if you haven’t posted in a while or your don’t know where you’ll find the time – I can help!
Free E-Book: the Trusted Advisor Marketing Machine
Modern marketing is complex. It requires a solid strategy, clear and impactful messaging and the right technical pieces - pulled together into a well-oiled machine.
Trusted Advisors need a specific approach to marketing. Discover:
- What makes a trusted advisor marketing machine work (hint: it's not technology)
- How to incorporate story into your messaging (most coaches get this wrong)
- How to use thought leadership as the core of your marketing strategy so that you become known and hired for the substance of your work