How to Use Content Marketing to Attract Your Ideal Clients

We all want to attract more of our ideal clients – people who are enthusiastic about working with us and respect what we do.

But how can you generate more of these types of leads in your business?

Since we started content marketing consistently, we noticed a huge difference in the kind of clients getting in touch and the conversations we were having.

In this blog post, I’ll give you some easy, simple ways of creating content that attracts the clients you want (and repels the ones you don’t).

I run a web design agency alongside my husband, and we’ve found that this approach works for a lot of our clients too, no matter what niche they’re in.

Let’s get started.

1. Don’t Shy Away From Talking Money

Yep. I know it’s a controversial one, but talking about pricing has had nothing but benefits for our business.

You may worry that you’re more expensive than others in your industry. You might even think that no one else talks about their pricing, so why should you?

Talking about your pricing is a key way to attract your ideal clients. It removes all that wasted time talking to people who either can’t afford your services or have a much larger budget compared to what you charge. It attracts those with the right budget for what you offer.

It also helps build trust with your potential clients. If they know approximately how much you’re going to charge, they’ll feel comfortable dealing with you from the start. That’s the kind of client we all want to attract.

How to talk pricing through content marketing

You may not realise it, but content marketing is the perfect place to talk money. When we suggest to our clients that they talk pricing, they immediately think of a dedicated pricing page on their website which details EXACTLY what they charge.

You don’t have to do that.

Instead, use content marketing to discuss the costs of products or services in your industry. Talk about why you charge what you do and what people will get for their money.

Don’t feel you have to tell people exactly what you charge. Through our content, we give people an approximate price and tell them what might make costs go up or down.

Example: John Espirian

John is an excellent example of someone who can talk about pricing through content marketing. In one of his (many) articles discussing this, he focuses on his entire industry (technical writing). He states how much he charges and talks about how his prices have increased as he’s become more experienced and worked with businesses like Virgin Media.

He’s also picked a topic that someone is likely to Google – ‘How much does technical writing cost?’ He’s the top of Google for this very question (John’s one smart cookie).

2. Repel Who You Don’t Want

I’m carrying on the controversy here. If you know who your ideal clients are, then the likelihood is, you’ll know who you don’t want to work with. For whatever reason, these people aren’t the right fit for your business, and that’s okay.

For example, we don’t work with those who want a ‘yes man/woman’ web designer. We like to work with our clients and advise them throughout the process.

By talking about this through your content marketing, you immediately begin to sift out those who aren’t right for your business, and at the same time, you can appeal to those that are the right fit.

How to repel through content marketing

I’m not saying you should make a giant list of everything you wouldn’t like in a potential client. Well, you can but keep it to yourself! There are more subtle ways for you to repel those who aren’t the right fit for your business.

You can do this by:   

  • Talking cost
    A lot of people might decide not to work with you based on how much you charge, and that’s okay. They can still consume your content, and you never know, when they’re ready they might be in a position to invest in you.
  • Telling us who you’re right and wrong for
    A lot of business owners use content marketing to explain who they’re a right fit for (and who they’re not). This can make a fascinating blog post that you can send to potential clients when they ask about working with you. It also helps if you explain why you’re not the right fit for some people.
  • Listing Your Limitations
    Talking about your limitations may seem scary at first, but it helps you to niche down. For example, we use content marketing to say we only do WordPress website design and why this is the best platform to use. Try to turn your limitations into a good thing.
  • Say Who You’re Not
    This is a neat thing I learnt from Andy and Pete. Think about who you’re not. What business represents everything you’re against? For us, it’s large marketing agencies where everyone wears a fancy suit and drives a posh car. In our content marketing, we refer to these agencies as an example of the kind of business we’re not. Yes, it will put some people off, but it’ll also attract the right people for your business.

Example: Jammy Digital

I know, I know. I’m using us as an example, however, it’s a controversial one and therefore much easier to highlight in our own business. In our blog post, 7 Reasons You Shouldn’t Work With Us, we detail why you might not be the right fit for our business, covering everything from price to our limitations.

3. Position Yourself as an Expert

Consistently producing good, helpful content has done nothing but great things for our business. One thing that really surprised me was how much the conversations with potential clients changed after about six months of consistent content marketing.

Content marketing allows you to be viewed as an expert in your industry, and as a result, it will change the type of client you attract. You won’t need to sell yourself to potential clients as they’re already aware you know your stuff.

Ultimately, through consistent content marketing, clients are more likely to respect what you do.

How to position yourself as an expert through content marketing

Content marketing has become increasingly popular over the past five years, and because of this, it’s more difficult to stand out. However, there are still ways to get yourself out there, including:

  • Producing in-depth blog posts
    Posts at 1000+ words perform much better than those at 400-500 words. Some of our best performing blog posts (in terms of SEO, traffic and shares) are over 3000 words long. Don’t let this scare you. It’s much better to produce less high value, in-depth blog posts than smaller blog posts.
  • Use other media including video and podcasting
    It’s easy to rely on blogging as a form of content marketing, but you may be missing out on a much wider audience if you don’t embrace video and/or podcasting. These forms of media force you out from behind your logo and let your audience see and hear you more intimately.
  • Guest posting
    Guest posting is a great way to reach your ideal clients. If you know your ideal clients are consuming content elsewhere, get in front of them. Approach the business owner(s) about the opportunity of guest posting on their blog. It’ll give you the chance to speak directly to your ideal clients. Exactly like I’m doing right now 😉

Example: Louise Harnby

Louise is a proofreader and copyeditor who gets content marketing. I could’ve picked from so many examples from Louise’s blog posts, but check out this one on
‘Playing with sentence length in crime fiction’. In this blog post, Louise gives us helpful examples and explanations and actionable advice writers can learn from. Her blog posts are over 1000 words and she incorporates video into many of her posts too.

4.Watch Your Tone

When considering what tone of voice to use in your content (and any other communications you have outside your business) you’ll want to consider how to appeal to your ideal clients. There’s no use coming across as uber-professional and formal when your ideal clients are laid back, or vice-versa.

The way you speak (through both speaking and writing) can have a huge impact on the kind of people you attract.

How to attract your ideal clients through your tone of voice

There are many things you’ll want to consider when it comes to your brand values and voice, however, the easiest place to start is by considering how informal or formal you want to be.

Think about what you’re ideal clients would feel comfortable with. How would you greet them if you were to send them an email?

Sup, Lyndsay

Hi Lyndsay

Good Afternoon, Lyndsay

Hello, Ms. Cambridge.

Apart from the fact that no one has said sup since the 90s, you get the picture. Doing this exercise should help you form your voice. If you think your market would respond well to informal language then great, you can use things like slang, colloquialisms and phrases. You can get really creative with this (and Andy and Pete give some amazing advice on how to do this through their ATOMIC course).

You can also consider how far you want to take it. Do you want to swear? Do you want to be funny? There’s no right or wrong answer to these, it’s all about what your ideal clients will respond to.

Example: Andrew and Pete

How could I not highlight Andrew and Pete? One of the things I love about Andrew and Pete is their ability to speak to me. When I consume their content it feels like I’m sat with two friends, and I find myself laughing with them.

They are instantly recognisable on both video and in writing. Just check out this video here and you’ll see what I mean. Even their graphics make me laugh.


Those are the ways we use content marketing to attract our ideal clients. Will you be adopting any of these strategies yourself? Or is there anything you’re doing currently that helps you attract your ideal clients?

I’d love to hear your thoughts. Please comment below!


Lyndsay Cambridge is one half of the WordPress Web Design Agency, Jammy Digital. She helps clients with their web content and advises them how to build a successful online business. In her spare time, she likes to write fiction and she recently graduated with a Masters by Research Degree in Creative Writing.

Twitter: @LyndzCambridge