Consulting Blogs Should Target Buyers

If you are going to blog or write articles to attract new business, it makes sense to write with your buyers in mind.  Here are some easy do’s and don’ts to help you focus on getting noticed by your ideal client.

I assume you are reading this because either you want to start a blog to grow your B2B consulting business or, you already have. In both cases, the desired result is the same: to capture more sales (billings).

That said, I hope we are also in agreement that the quickest avenue to a sale is getting your value proposition in front of buyers (those people that actually have purchasing authority/ability).

It stands to reason then, that the best way to write content for your consulting blog is to target your buyers. Unfortunately, we see many consultants fail to do this.

They post insightful information, offer good advice, and clearly know what they’re talking about…except they’re gearing their content to the wrong audience – their peers, instead of their buyers. IT consulting blogs in particular are some of the worst offenders.

Common examples of peer focused content include:

  • “How To” posts – If you are selling IT strategy, don’t give a walk through on configuring e-mail
  • Posts that dive deep into methodology or approaches – High level is fine, use your judgement
  • Recaps of peer association meetings like “User Groups”, where your buyer is unlikely to be a member

The lesson here? Sell upwards, not sideways.

The best way to do that is to know your audience. Don’t just write about something; write for someone you’re trying to reach. When you do, you’ll have a much better chance of maximizing all the time and effort you’re putting into posting.

So the next time you sit down to write an entry to your blog, ask yourself these questions first:

  • Who is my ideal reader (i.e. buyer)? Get as detailed as possible with the demographics. Include job titles, role descriptions, industries, location, etc.
  • What are their key pains or biggest issues/challenges we can help them solve? Your answer will serve as a great source of inspiration when determining what to blog about.
  • What would this person want to read? What kinds of images, statistics, or information would appeal to them or persuade them to choose your consulting services?
  • Will the content support my consulting business’ objectives? Will it help the practice differentiate, demonstrate credibility, build awareness or otherwise strengthen my brand?

The more you tailor your consulting blog content toward your ideal reader, the higher the potential there is for building a loyal following among them and, breaking through.

Writing a consulting blog takes time and money. Spend both wisely.

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