5 Kinds of Blog Posts That Attract Clients
Posted March 19, 2010 in Marketing 60 Comments »
By now, you should already be familiar with the many benefits of blogging for freelancers. But, are some types of posts better than others for attracting clients?
I think so.
Below are five types of posts that seem better than others for either attracting prospects or turning prospects into clients.
1. Case Studies
In a case study blog post, you describe a specific project you completed for a client, what the goals were, what strategies you implemented, what results you got, and how your readers can do the same for their business.
This type of blog post is almost directly promotional of your services. It demonstrates that you know what you’re doing and that you get concrete results for your clients.
When publishing a case study, remember to change the client details to protect your client’s privacy. And so as not to be overly promotional, identify the take-away lessons for your readers.
2. How-To or Tutorial
In this blog post, you show your readers how to do something, step by step. This type of blog post lends itself very well to a video blog, particularly to demonstrate a particular software or other visible process.
Your readers may decide to skip the trouble and hire you instead.
3. Review of Products/Services
Reviews tend to be traffic magnets. Web savvy individuals almost always Google reviews of a product or service before they decide to buy it. Your review will be particularly weighty if you don’t stand to make monetary gains from it (that is, you’re not an affiliate or owner of the product/service).
To write a good review, make sure to include:
- A general description of the product/service
- A photo, illustration or even video depiction of the product/service
- Your thoughts on a product/service
- Who can benefit from it
- How your readers can make the most of it, if they buy it
- Alternatives to the product/service
4. Special Offers
This type of a blog post is particularly useful when you’re having a “slow season” (a term I prefer over “famine”). This is probably the most promotional type of blog you could publish, because you’re calling out for clients.
Your offer could include free consultation, a limited-time discount, or a special bonus (such as a free report, design, or other digital product relevant to your service) for every client who avails of a particular service.
5. Opinion Pieces on Upcoming Trends
Like the case study post, the opinion post has the potential to showcase your expertise and give you authority status in your field. However, this will happen only if you write the post properly. To do so, you have to keep abreast of developments in your industry, provide a unique insight, and possibly provoke an in-depth discussion.
Although an opinion post entails plenty of preparation and thought, it’s definitely worth the effort.
Don’t wait until a slow season to publish these client-getting posts. Schedule them into your blog editorial calendar regularly. Of course, you don’t want to do them too often. Intersperse them with purely informational posts.
What Did I Miss?
If you blog, which of these posts have you been writing and with what results? Or are there other types of client attracting blog posts I missed? Do share!
Image by Daquella Manera
About the author: Lexi Rodrigo is the creator of The Savvy Freelancer, a blog that's all about achieving creative and financial freedom through freelancing. Check out Lexi's free guide, 31 Days to Start Your Freelancing Business (or Make Yours A Better One).
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60 Comments
bigjobsboard
March 19th, 2010 at 8:59 amThanks for the post. I really think that the reviews and the how-to tutorials are gaining the trend in blogging. I found several blogs that actually had many guests because of their tutorials and reviews.
Jordan Walker
March 19th, 2010 at 9:05 amGreat ideas of what to blog about. Do you think the more detail and technical specifics you provide the better the post, or less technical with more explanation?
Susan Johnston
March 19th, 2010 at 9:12 amAlong the same lines as #2, how about posts like “XX Places to Find Great Web Copywriters” or “XX Tips for Working With a Freelance Web Developer”? If clients are Googling those search terms, then there’s a good chance that they’re in the market for your area of expertise!
Yari
March 19th, 2010 at 9:30 amThese are excellent things to post about. They help you showcase your knowledge and capabilities, as well as give an insight to your design process (specifically case studies).
@Jordan, I’m thinking you want to be specific enough to show that you know what you’re talking about, but not too specific where their eyes will glaze over. The more specific and technical you get, the more the article becomes geared to fellow designers than the client.
@Susan, Good suggestion on posting google-friendly resources
Lexi Rodrigo
March 19th, 2010 at 10:48 am@Jordan – For a tutorial post, you’ll want enough detail so your readers can do it themselves. Of course, this means you have to assume a certain level of knowledge to begin with.
@Susan – Yes, that would make a good client-getting post, too. Something along the lines of “What to Look for in a Graphic Designer,” or “50 Ways A Copywriter Makes You Money.” :-)
@Yari – Thanks for commenting and responding to other comments!
Beth McLain
March 19th, 2010 at 10:53 amAppreciate your efforts in putting this together.
Case Studies, Special Offers Really works.. And some special Offers or Free Maintenance can attract client even better. Like web design with Free maintenance* for 2 years or so. As far as i know our trends change with the flow of the wind.
Lexi Rodrigo
March 19th, 2010 at 11:08 am@Beth – Thanks for sharing your thoughts. We do have to be constantly sensitive to what our clients want and be ready to respond. That’s how we become indispensable to them.
Alan
March 19th, 2010 at 11:19 amGreat blog post.
This is exactly the sort of info any new blogger should be reading.
Davina K. Brewer
March 19th, 2010 at 11:27 amLexi, Nice post. Case study = success story, a solid number 1. The How-to or Process Story, you nailed that: potential clients may read that, realize how much work and strategy is involved, decide they need to go with a pro. I think the dreaded link bait, SEO heavy post may work; think about the projects your potential clients need and search for, the key terms that bring people to your site, and work/write “backwards.” FWIW.
lava360blog
March 19th, 2010 at 11:29 amand 6th kind of blog post in which you tell others what exactly you should post right?? thanks for this article Lexi Rodrigo
Alaev
March 19th, 2010 at 11:48 amThanks, i think i will translate your post into Russian for my audithory!
Steve Diamond
March 19th, 2010 at 11:58 amExcellent list, Lexi. Very helpful summation, even for those who do business blogging regularly. Reading it has really sharpened my thinking about the distinctions between types of posts, and I’m off to work on some reviews and tutorials!
Maxi
March 19th, 2010 at 12:23 pmVery good article. a good tip
Dean
March 19th, 2010 at 12:24 pmGreat comments! :-) very helpful!
StudioJones
March 19th, 2010 at 12:28 pmThanks for the article. I’m new (and late) to the blogging scene, but this gives some clarity as to how to start and what kind of content I should provide.
Melanie
March 19th, 2010 at 12:55 pmHow about “5 ways to…” or “5 things you should know about…”? That’s what made me click on this blog post! The knowledge that you’ll be receiving five discreet pieces of information tied together by a simple theme makes me think I can digest it quickly and gain useful insight without much time spent on my part.
Thanks for all the suggestions, by the way!
Cristina
March 19th, 2010 at 6:29 pmGreat article! It’s very useful:)
I agree with Melanie – titles like ” top 10 rules …”, ” 5 ways to defeat copywriter’s block” and so on really attract readers!
forlan
March 19th, 2010 at 7:28 pmI write how to and tutorial blog post. It is the best traffic article.
Stan Levine
March 19th, 2010 at 7:33 pmI also found this article helpful. I am a freelance artist at Stanimation Productions. I travel all over the bay area of California to draw caricatures for birthday parties and other party events. I have tutorials on how to draw on my website blog. I also have a blog on Blogger, where I upload my most recent artwork. While my main focus is caricature/cartoon illustration, I also do acrylic paintings that I will be selling at galleries all around the bay area. I am always trying to think of new ways to make my business grow.
This article has helped a lot, and I will be referring to it for future blogs.
Thank you for posting!
Regards,
Stan Levine
Artist at Stanimation Productions
http://www.stanimation-productions.com
Nicole Foster
March 20th, 2010 at 2:29 pmGreat tips Lexi! Recently I have been making Opinion posts about trends and I have seen a few people liking my posts, but other than that – since I’m on tumblr and not a real blog – I haven’t received many comments.
Aaron Moody
March 20th, 2010 at 3:35 pmThanks for the post, will defiantly come in handy for my own blog.
Alex Cican
March 20th, 2010 at 7:35 pmGood tips, but I think you should focus on one or two of these blog posts and stick with them. Writing about all these kinds, will scatter your audience and decline your engagement with your readers!
That’s my opinion coming from experience after blew it up with my blog trying to write about everything…
I am trying to correct my mistakes and relaunch a new blog focused around teaching people how to improve their photos…
Anyway, once again good tips!
Regards,
Alex
BebopDesigner
March 20th, 2010 at 8:01 pmBrilliant article… thanks for the light. Really handy.
Reno Web Design
March 21st, 2010 at 11:32 amThanks for the ideas! We are going to start writing more “how-to” type blog posts. I also like the idea of testing and reviewing products. Thanks again.
Susan Young
March 21st, 2010 at 1:06 pmHi Lexi,
Great list and ideas for all of us. The one point I alway try and focus on is “the reader”…when you take the focus of of “you” and write about their challenge, issue, trend, problem, they will want to follow.
Susan
Kelley Mondesire', DA, AP, L.Ac.
March 22nd, 2010 at 10:42 amgreat points! I’ve just started a blog about 30 days ago with blogspot. Unfortunately, I can’t seem to figure out how many folks out there are reading it; and it seems people comment that it is difficult to sign onto blogspot. Any comments on this?
Thanks so much for sharing!!
Katrina de Gruchy
March 23rd, 2010 at 5:50 amAlthough this is not a blogpost per say, I find giving away a free ebook download that you have written helps to attract potential clients to your site. You are showing your knowledge on the subject as well as offering the person value and a thank you for visiting!
Katrina
Benjamin Rama
March 23rd, 2010 at 6:37 amgood article that covered everything I reckon
Matthew Loop
March 25th, 2010 at 11:58 amInsightful post, Lexi…. I’ve found tremendous success with instructional / how-to content for readers. The other methods you’ve pointed out work very well, too. Continued success :)
Freehold Chiropractor
March 28th, 2010 at 12:54 pmThis was a great piece that was basic that can help any business person on blogging. Always keep it simple, and cover important topics, case studies, product reviews, etc. It has worked well for me.
Kashif Khawaja
March 29th, 2010 at 2:34 amNice post. I think blogs or otherwise, if we do something that is basically USEFUL to anyone would be a good idea to write on and that will bring in readers.
Creative Ideas
March 29th, 2010 at 6:57 amGreat reading. Thanks for useful info
Daniel
March 31st, 2010 at 7:42 pmThis is a great post. I read it a couple days ago, but now coming back to it, there’s really solid advice on what to write about for your client audience.
I like the idea of writing articles to attract clients. Why not let them come to you instead of chasing them down :)
PCNS
April 5th, 2010 at 7:37 pmThe Best Content Creation Services on the Internet:
http://www.pcns.info/
whether it’s informal blog posts or formal articles.
kathryn barlow
July 28th, 2010 at 9:08 amGreat article, like many others I clicked on the link because of the title – “5 Kinds of …”
You know it will be a quick read and you’ll get five points. Done. Thanks!
Ankit
July 28th, 2010 at 6:42 pmThanks for suggesting some article ideas for my blog. I hope they will help to attract clients.
Marcy S
July 30th, 2010 at 10:33 amI’ve done 3 out of 5 of your suggestions; the only ones I haven’t done are Case Studies and Special Offers. I think I’ll go do the latter one now!
Most recently I wrote a how-to on Creating An Outline. This was directed at those who hire me to ghostwrite a book for them. I’ve found that an outline is the best thing a client can give me at the start of this kind of project. I made it simple, just the basics. I’ve done a few other how-to’s as well, such as one on self-publishing, but sometimes I wonder if I’m shooting myself in the foot — is it really a good idea to tell people how to do things they might otherwise pay ME to do for them?
Lexi Rodrigo
July 30th, 2010 at 10:41 am@Marcy – Good question! That’s how most freelancers react when I suggest they create information showing how to do certain things. Of course, there will always be DIY’ers who find your content and run away with it. That’s ok. You earn their good will at the very least. Let them go; they’re not your Ideal Clients.
On the other hand, you’ll find others who will go through your how-to content, think “Oh my gosh, that’s so complicated and time consuming. I don’t want to do all that. I might as well just hire this person to do it for me while I go do something else I enjoy and will be more profitable in the long run.”
This is the exact reaction I have when I watched YouTube videos on how to install laminate flooring. The videos were geared for DIYers, those who want to install their own floors, like I thought I did. However, the more I watched the more I realized I’d be better off hiring the people who know what they’re doing. That way, I can focus on my own work while they focus on making my floor beautiful.
Hope this helps!
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