The Two Content Pivots your Data Consultancy Needs to Attract Your Ideal Clients
After launching Data Quality Pro in 2007, I had two revelations about how I should create expert content that pivoted everything I had (mistakenly) believed about content marketing up to that point.
Fast forward to 2020 and countless consulting and software firms are yet to make these pivots in their content.
And that's a problem because it costs them in terms of lost authority, reputation, and revenue.
But first, the backstory...
After launching Data Quality Pro and Data Migration Pro I got a lot of attention from large data vendors wanting to sponsor our sites.
The only problem was, these firms needed help creating the type of content that would resonate with our audiences.
As a result, many sponsors hired me to act as their in-house expert content writer and strategist on topics such as data quality, data migration and a bunch of other data disciplines.
Over the years, I created papers, videos, articles, podcasts and even entire microsites for companies like SAS, Experian and countless others.
The revelations…
One day, SAS commissioned me to create a guide on data migration strategy and planning.
Previously, I had written white papers to appeal to the masses so we could maximise the reach of the content. That's what I saw everywhere else, so I copied the same approach.
Except for this time, when I tried something different.
I thought hard about who the guide would resonate with and pictured the perfect reader - the project leader who was nervous about taking on such a high-risk project.
(Back in the noughties, the success rate for migrations was dismal).
I called around my network and asked a few data migration project leaders about their deepest fears and concerns, pouring their insights into my content discovery process.
What I kept hearing were all these misconceptions that data migration sponsors and project leaders were wrestling with, and the obstacles and pitfalls they kept smacking into.
I asked where they looked for information on solving this.
Many said they downloaded white papers, but these were thin on practical ideas, leaving them even more confused when they started. Also, they said that every white paper they read was a glorified sales pitch, offering zero educational value.
I felt these project leaders needed a guide, someone to help steer them from the chaos and confusion of a large-scale data migration to success.
I couldn't guide them in person, so I set about delivering the next best thing: a 30-page guide specifically for project leaders.
Now, this no doubt raised a few eyebrows in the client marketing team as most white papers at the time were 5-10 pages (many still are).
My white paper was packed with value, covering far more than the skim read you'd get from most white papers back in the day.
I didn't refer to it as a white paper - I purposefully called it a guide.
And I made it entirely focused on the data migration project leader.
I submitted the resource to the marketing team and went back to helping other clients with their content strategy while running my other businesses.
Then I got a call.
"I don't know what you did with that white paper you gave us, but we need more of that!".
The client was blown away with the conversions they were getting from the guide. It was outperforming all other content they had on the ad channels, by a significant margin.
And what surprised the marketing team about my content was:
The high traffic count for a data migration topic (which was a micro-niche for SAS)
The hight traffic for a topic related to data migration project leaders (which was a micro-micro-niche for SAS!)
And yet here was this 30-page monster guidebook nailing it on the web.
The original title?
Data Migration for Project Leaders - A Guidebook.
You can even download it and take a look (there's no sign up required).
Download the Project Leaders Guidebook
What Can Your Data Business Take From This Story?
1: Build a content strategy around your Ideal Client Profile (not the mass market)
Whether you're writing a 1300 character LinkedIn post, or a 30-page guidebook, always create content for a specific person.
Visualise them. Know them. Talk to them. Perfect your communication around their precise needs.
Jeff Bezos (of Amazon) is famous for leaving an empty chair at his conference table and letting attendees know that it's occupied by "the most important person in the room – the customer".
When you write for a specific type of client, your content will resonate deeply with them and create a strong bond of trust and authority.
2: Don't be afraid of long-form content
After posting short-form content for some time and testing the results, it definitely generates results in terms of lead generation for my business and other clients in the myDataBrand programs.
But that's only the front-end of the sales pipeline.
Getting clients to stick their hands up to say they have a problem is the easy part; you still need to convince them of your expertise and take them to the close.
That's where detailed articles, webinars, podcast episodes and guides can really accelerate your sales success and cement you as an authority in your field.
You need the long-form content, particularly at the consideration phase of the sales funnel, but sadly, that's where many data firms fall short.
They think that senior buyers won't be bothered with detailed information, but there's a knack to creating engaging content that doesn't bore your audience to tears.
You need a process to 'get into their head', understand their pain and frustration, then fully align your content to their 'aspirational identity'.
When you do that, they'll read an entire book if it helps them avoid pitfalls on their next data project and look like a rockstar back at the office.
I've written detailed guides for several of the largest vendors in the data industry and the process for delivering this is core to what I teach in the myDataBrand transformation programs that I run. When I'm at conferences and trade shows (remember those!), I often see delegates walking around with my guides - years after I first wrote them.
Great content will last your data business a lifetime.
What next?
Want a coach and trainer to show you how to start creating a more predictable pipeline with your content marketing?
If you want to master how to create content that attracts and converts your Ideal Client Profile, you need to apply for the next myDataBrand Lead Generation Accelerator, my step-by-step coaching program that teaches you how to transform content into client.
We've got some of the smartest and most innovative data experts, consultancies and software vendors in the program, all learning core skills for positioning their solutions, building attractive propositions, creating high quality insights that attract their ideal audience, and selling with confidence.
Together, we’re helping to create high value content assets that are driving consistent lead generation and sales - every week.
If you want to find out more, request an application and information pack today.
"The myDataBrand program helped me get a return on investment soon after launching my consultancy by following the exact process laid down in the program.
Dylan worked closely with me to build my consulting and training packages, resulting in the launch of a training solution that I now successfully sell globally. In addition, my consulting pipeline is full and I'm already looking to scale the practice to meet the demand. The myDataBrand experience has delivered on all my expectations."
Lara Gureje - Founder, DatOculi