This month’s marketing book is Content Fortress, a book that helps you attract dream clients and repeal the wrong ones.

This book is a must-have resource for anyone navigating the constantly changing world of online content. It is co-authored by Lyndsay Cambridge, an experienced content creator with a flair for engagement, and Martin Huntbach, well-known for his insights into digital marketing strategy.

The book covers eight essential pillars for marketers who want to use content marketing to attract the right customers to their business.

The authors say by implementing the eight pillars, you will:

1. Attract your dream clients
2. Prevent customer issues
3. Communicate better with your customers
4. Have happier customers who are more likely to recommend you

In this article, I’ll briefly overview the eight pillars of content marketing to empower your business for better quality clients.

This article contains affiliate links, and I may receive a small commission if you purchase through one of these links.

Pillar 1: Repel Content

A lot of discussion surrounds drawing in your target customer base, but not so much about turning away people who don’t fit in.

Repealing content does just that.

The “wrong fits” must be actively discouraged from making purchases from you. And this needs to be done PRIOR to them contacting you.

Why?

Because you don’t want to spend any time with these people because these types of people will waste your time.

Creating repealing content like blogs outlining who your service is NOT for is the most effective approach to achieve this.

Other useful questions to ask when creating repealing content include:

1. What do previous or prospective clients say that irritates you?
2. What do customers or clients do that irritate you?
3. Which type of person/business will not benefit from your products or services?
4. How do you hate to be treated?
5. What type of client cannot fit with your processes?

Use the answers to these questions as the basis for your repealing content.

Pillar 2: Attracting Content

Similar to how repellent content works, you also need to “actively” draw in your ideal clientele.

Our “dream” clients aren’t always paying attention to us, which is the issue. Even if they aren’t aware of you or your product, you need to produce material that demonstrates to them the value and applicability of your offerings.

There are many reasons to create attractive content, but here are a few suggestions from the authors:

1. Your business is expanding, and you want to branch out in a new area
2. Your customer is problem-aware but not of the solution (you)
3. Your target market is not aware they need your product

Attracting content is based on the buyer’s journey. As a marketer, you should be aware of the buyer’s journey so you can create content that’s going to attract your ideal clients at the right moment.

Here’s an overview of the buyer’s journey in layman’s terms:

Awareness – they know they have a problem

Consideration – they start researching their problem

Decision – the buyer decides on a solution

Pillar 3: Sales Content

For lurkers who are “on the fence” about working with you, there’s sales content. They’re aware of who you are and how you can help them.

They’re not entirely sure yet, though.

With sales content, they get the necessary push (or shove) they need to make a decision.

It reassures them that you are the ideal business for them. It sells your service or products the same way that a skilled salesperson could in person.

Pillar 4: Pricing Content

As business owners, you know that each and every client will ask about the price of your goods or services.

In this pillar, the “pricing content” the authors are referring to here goes beyond simply discussing how much your products or services will cost.

It all comes down to crafting targeted price information that will appeal to your ideal clients and satisfy your present clientele.

This isn’t just content that says, “This is what I charge.” It’s content that tells the rationale behind the pricing.”

Pillar 5: Guiding Content

Guiding content, also referred to as educational content, plays a crucial role in empowering your prospects to become well-informed consumers. By providing valuable information and insights, you position yourself as a trusted source of knowledge in your industry.

This type of content not only educates your prospects but also helps them make more informed decisions before they even become your clients or customers.

Equipping them with the necessary knowledge will give them a clearer understanding of their needs, making the process smoother and more efficient when they finally choose to work with you.

Pillar 6: Process Content

Process content provides your customer with detailed information about each step of the purchasing process.

Customers should be aware of your procedure and what comes next from the time they give you their hard-earned money until you deliver your goods and even after that.

The easiest way to do this is to outline your process for clients step-by-step.

Effective and consistent communication is crucial to maintaining your clients’ satisfaction.

Pillar 7: Culture Content

Cultural content is not just about showcasing your brand’s values and story; it’s about connecting with your ideal clients on a deeper level.

It’s about creating a genuine and authentic relationship with them.

When you know who you are and confidently promote your brand’s culture, you are able to attract customers who align with your values and appreciate what you have to offer.

These are the customers who will truly understand and support your mission, making your work feel more meaningful and fulfilling.

Pillar 8: Opinion Content

When it comes to our work, each and every one of us holds a unique perspective. We have our own thoughts and opinions about our industry, our clients, and our job.

These viewpoints are shaped by our knowledge, expertise, and the experiences we’ve gained over the years. However, it’s not always common practice to openly express these opinions to potential customers, nor do we often include them in our promotional material.

According to the authors of Content Fortress, perhaps it’s time to reconsider this approach. Sharing our perspectives can be a powerful tool in attracting clients who align with our values and creating meaningful connections with them.

Conclusion

All in all, Content Fortress is a must-read for anyone looking to improve their content creation and marketing skills.

Its practical tips and real-life examples make it a valuable resource for beginners and seasoned professionals.

So go ahead and build your own content fortress – because in today’s digital world, strong and strategic content is the key to success!

Want to grab your own copy of Content Fortress?

Get it from Amazon here.