The power of content creation

If a potential client doesn’t know who you are, you have to do a lot of selling in order to win their business. You don’t just have to sell your services and deliverables. You have to sell yourself. You have to prove to them that you are a good choice, and that you’re trustworthy. 

If a potential client already knows who you are, you have to do a lot less selling. If they can see from your portfolio and thought-leadership that you know your stuff, you no longer have to spend time selling yourself. You also don’t have to spend so much time selling your services and deliverables. If someone knows who you are and what you do, and they reach out, on some level, they’re already sold. 

This is why, whether you’re doing cold outreach or not, content creation is important. Contributing to the conversation via thought-leadership isn’t just its own strategy of lead generation—it makes other lead-generation strategies more effective, too.