Struggling to grow your client base? The secret to attracting new clients and building trust is creating free, educational content. Not only does it establish you as an expert in your field, but it also helps you achieve three critical goals:
- Gain trust
- Build a library of reusable content
- Shift from brand awareness to brand affinity
People want to learn. In fact, they need to! If you provide your audience with concise, easy-to-digest, educational content, you’re demonstrating your expertise in your field. When potential clients see that you have a strong grasp of the subject matter, they are more likely to trust you and seek your services.
BUILD A LIBRARY OF REUSABLE CONTENT
Gone are the days of one-and-done content creation. By creating content with the intention of repurposing it, you can save on cost and remain active on multiple platforms. Maximize the impact of each piece of content by cutting longer educational videos into shorter videos for Instagram Reels, TikToks, and YouTube Shorts. Short content is favored by viewers and it can lead them to seek out more of your content.
SHIFT FROM BRAND AWARENESS TO BRAND AFFINITY
Brand awareness means people know who you are. Brand affinity means people connect with and care about your brand. In other words: “they like you, they really like you.” By creating bingeable, informative content, you can foster a connection with your target audience and increase loyalty and advocacy. But remember, quality matters!
The quality of your content reflects the quality of your brand and the products or services you offer. By investing in tools like premium equipment that elevates your quality, you’re ultimately investing in your brand.
Still not convinced? Here are the top 3 objections we hear from people who are hesitant to invest in educational videos:
#1: “BUT MY SECRETS! I don’t want to give away all my knowledge!” 🙊
Your clients will likely be able to find the information they are seeking somewhere else, so you might as well be that trusted resource for them. By providing your clients with valuable information, you are establishing yourself as a trusted and reliable resource who they can go to if they are seeking more information…which can ultimately lead to more conversions.
#2: “There are already so many people creating educational content. Why should I add to the noise?” 🤔
Well, there are a ton of businesses that have come before you and have popped up after you. That shouldn’t stop you from coming to work every day so it shouldn’t stop you from creating content.
If you are already in business and have clients, that means people already have an affinity for you and/or your brand, so they’ll be equally excited to consume your content. If you focus on authenticity and your unique perspective, you’ll attract viewers in the same way that you attract clients, just on a broader scale.
#3: “I don’t know what people want to learn!” 🧐
This is a critical question to answer and is a conversation we love to have. Start by considering your target audience and their main concerns:
- What are they struggling with?
- What are their conflicts and pain points?
- How does your brand, services, or products solve these problems?
By identifying these issues and showing how you can help, you’ll create content that resonates with them. Working with a video production company can streamline this process even further as they can assist in identifying your audience’s pain points. Your content will be more effective if you know the exact challenges each video is addressing.
Check out how one of our clients is using educational content in the real world! ⬇️
We helped realtor Emily Terpak produce educational content for buyers and sellers. She came into our green screen studio to record videos for her YouTube Channel and has received lots of positive feedback from viewers!
This content has also helped her stand out from other realtors. The combination of educational content, well-priced listings, and great photos of each property gives Emily an edge.
Check out some of the feedback she’s received!
“This info makes even thinking about the home buying process so much more palatable and less scary!”
“Great info about the lender, I’ll be able to use it in the future! Thank you!”
“I thought it would take so much longer to buy a house. This video is super informative. Thank you for posting these; I am learning so much about purchasing a home.”
Creating educational content is a powerful way to establish yourself as an expert in your field, gain exposure across multiple platforms, and build your brand. If you’re still feeling unsure about how to get started, working with a video production company will help! Our team can sit down with you and help you develop a strategy for building your client base through free educational content. Contact VC Productions today to get started.