Content Marketing That Attracts and Converts Happy Clients, with Maggie Patterson
Content marketing is a powerful tool to reach your future customers before they choose to do business with you. We brought Maggie Patterson on our podcast because she specializes in making content marketing simple.
If you’ve been in business for 20 years or 15 minutes, you’ve realized that one of the primary levers of success is having customers.
With people to see, you can find out what works best, make money, fine-tune, and scale.
But without them, you’re dying a slow and painful death that eventually takes you out of business.
So how do you attract and convert happy clients quickly, simply, and sustainably? For many businesses, it starts with building a relationship with potential clients before they buy from you through content marketing.
Where Investing in Your Business Fits into the Cash Flow System
We love Entrepreneurship. Business owners emphasize and focus on cash flow over accumulation.
In the Cash Flow System, you first increase cash flow by keeping more of the money you make. Then you protect your money. Finally, you increase and make more.
Entrepreneurship is part of Investing in stage 3. Building a cash-flowing asset portfolio of real estate and business accelerates time and money freedom.
Why Content Marketing?
We want to help you build a life and business you love. One way we do that is to give you tools and resources to help you scale into a self-sustaining business. Sometimes, those resources are outside our area of expertise.
Wherever you are now on the spectrum from a solo operation where all business depends on you, to having a team working from their unique abilities to support you, you have the opportunity to grow.
You may be in real estate, the medical profession, a law practice, construction or consulting. Regardless, you can provide education-based content to attract, nurture, and convert strangers into satisfied, happy clients.
Through content, you can meet your potential clients where they are. When you answer their questions, you establish yourself as the solution for when they’re ready to make a purchase decision. It gives them the ability to get to know you, find out if they like you, and decide whether to work with you.
Clearing the Content Marketing Hurdles
If you’re providing educational content at any level to potential clients, you may be familiar with funnels, traffic, conversion, and ads. You may be using or desire to provide education through your website, emails, your LinkedIn profile, articles, blogs, video, podcasting, books, or landing pages.
All of this communication requires words that you write or speak, and that your potential customers receive.
Your goal is to use those words create a congruent story. In doing so, you want to convert someone who doesn’t know you at all into a paying client.
Once you decide to create content, it’s easy to become overwhelmed.
Messaging takes time to create. It needs to be congruent. It must answer the questions that are top of mind to your potential clients. And it requires technology to support the moving parts.
To help you decide how to approach content marketing in a way that’s right for you and design a strategy to get everything working together, we brought in Maggie Patterson, of SCOOP Industries, to answer your questions like:
- Should I use content marketing in my business?
- How can I strategically fine-tune my content marketing to get more results?
- When should I outsource my content marketing and hire a professional?
Meet Maggie Patterson, Strategic Communications Extraordinaire
Maggie Patterson, the VP of Content Marketing with SCOOP Industries, is a strategic communications expert and B2B content marketer who works with small to mid-sized businesses to help them meet their business goals.
Her specialties are customer case studies and blogging, and she’s a Master Level Content Marketer. She has deep experience in B2B software, and her team has experience in a variety of industries including online marketing, financial services, real estate and tourism.
Over the course of her career, she’s worked with startups to the world’s biggest brands, and her work has been featured on Entrepreneur.com, Virgin.com, Fast Company, The Huffington Post and numerous other publications.
Maggie’s specialties include customer success stories, blogging, website copywriting, marketing content, email marketing and content strategy.
As a business owner, you may want to leave your content marketing to professionals or get some guidance so that you can get back to your day in and day out business. Maggie Patterson’s team specializes in making content marketing, and the tech that enables it, simple.
The Power of Educational Content Marketing
Because of today’s availability of information through Google, YouTube, etc., people are searching all the time for help in making decisions.
Usually, business owners deliver communication that assumes the reader/viewer/listener is ready to buy. If you’re only targeting prospects who are already standing at the gate of the buying decision, you’re missing a tremendous opportunity to educate and build a relationship before that.
As much as we’d all like to think that every potential customer of ours sits down in front of his computer with credit card in hand, ready to buy on the spot, the truth is that most searches on the Web are “informational” in nature, meaning that these queries are made by people earlier in the buying process, researching their options and seeking answers to their questions.– Aaron Fletcher, Stand Out
When you create content, you have the unique opportunity to build a following while your potential clients are still in research mode. You’re serving a person and providing value first, before the transaction.
Topics Discussed with Maggie Patterson
- The move from selling to education.
- The difference between individual marketing tactics and a comprehensive strategy.
- How, even if you’re in an industry that hasn’t caught on yet, creating valuable content could be a key way for you to stand out.
- How to ensure you have congruent messaging and a comprehensive content marketing strategy to maximize your effectiveness.
- The roles of research, storytelling, and messaging in creating a content marketing strategy.
- How determining the best content marketing strategy for you depends on your audience, your value proposition, and ensuring it’s sustainable.
- Authenticity is a key driver of good content marketing.
- Understanding that content marketing is a long game, not a quick fix, is the key to setting your expectations for results.
- The powerful Fascination Advantage tool that helps you get clear on others see you.
- Why the most important thing is to keep it simple.
Connect with Maggie Patterson
If you’d like to find out more about Maggie, check out Scoop Studios at https://scoopstudios.co, or https://smallbusinessboss.co to find out more through their podcasts, blogs, videos, resources, and more.
You can also reach out directly to Maggie Patterson at firstname.lastname@example.org.
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