Whenever I have Content Strategy Sessions with new blogging clients, I always ask this question: “Where do you see the most disconnect between your new clients’ expectations and reality?”
Can you guess the #1 response? The #2 response?
I’ll reveal both below, but for now, know that your blog can and should work to bridge this gap.
Today, I’m giving you the 6 blog post topics that I’ve found to be the most effective at doing this, while also serving the greatest number of other purposes. All of these topics can help you do at least 1 or more of the following:
Let’s dive right in…
People need to know that you’re not just styling flat lays and shelves all day (I see you, HGTV). Yes, pretty pictures are important and can boost your likes and followers. But remember that “likes” and “DIYers” are far less likely to get you those full service design projects you want. Balance is key.
Remember too that interior design and renovations do not come on the cheap. Your clients are making a huge investment into their homes, and they need to trust that you can manage the project with professionalism and care. We have to build that trust.
Remember that question about the biggest disconnect between expectations and reality? The #1 answer is COST. People simply don’t know the investment required for a renovation or design project, and let’s be honest, reality TV isn’t doing you any favors. This post can also help lower the number of people who contact you who aren’t your ideal client.
Bonus Tip: A budgeting worksheet makes for a great lead magnet. Only people who are truly considering an interior design project will download it!
Every designer has their own process, project phases, and approach to working with clients. These types of blog posts are a great way to build your potential clients’ trust, acclimate them to the process (again, reality TV has set some unrealistic expectations here), and ensure that your working style is harmonious with theirs.
I’m willing to bet you’ve had a client who wanted their home completed by Christmas, and they contacted you in… November. Yeahhh, not going to happen. This is the 2nd most common answer I’ve heard. People simply don’t know what is and isn’t realistic, and it’s your job to tell them.
People love a transformation story, especially when they can picture themselves as the story’s heroine. Make B&As all about the clients and how the design fits their lives and inspires them to live better than ever.
I know that Ann Sacks tile you picked is completely drool-worthy, but remember that pretty images are rarely the biggest motivating factor for someone to hire you — the chance to live an incredible life is.
Readers love roundups for their pretty, easily digestible content. I love them for YOU, because they attract attention, immediately help someone decide if your aesthetic is right for them, and are the perfect lighthearted posts to balance out more serious topics.
Bonus: You can also include affiliate product links or links to your online store if you have one.
The options are endless!
Lastly, I want to say that if you’re worried about writing on the same topic as someone else, you can rest easy.
First, there are hundreds of thousands of articles online about the same topics. If I was worried about repeating someone else’s marketing advice, I’d never get anything done! In fact, I rarely even read other marketers’ advice, because I’d rather tell you what I have personally seen get results.
So be authentic to YOU.
If you’re writing the post with your perspective and voice, drawing on your personal experience, and telling stories from your firm, it’s not going to sound like someone else’s post. Period. Do that, and your tribe will find you.
Okay, I’ll wrap it up here, but I hope this insight has been helpful and those writing juices are flowing! As always, if you need help with content strategy or ghost blogging, we are here and happy to help.
Until next time,
Guide & Checklist
Guide & Checklist