What Are Your Potential Clients Looking For?
Discover how flexibility, availability, and working across time zones can help consultants and fractional executives stand out, win more clients, and create new business opportunities.
Although your efforts as a Fractional Marketing Officer are defined, there are differences in what each client is expecting. It is important to understand those differences and how to apply them to the role(s) you are assigned to. One of the most common aspects we see is working on content for a client. Some request updating, repurposing, or expanding upon specific articles, posts, or campaigns. Other clients request creating original content based on the client’s mission and intent.
Those are each much different assignments. One involves the creative process while the other is categorized on the administrative side. It is natural to offer both services within your profile, while important to note that these are separate services.
We came to this realization from our habit of reading through various job descriptions and company openings to stay aware of what companies which hire fractionals need. Some projects and job descriptions specify their needs one way or the other. Duties or titles such as “Content Strategist”, “Content Developer”, “Content Editor”, and “Content Writer” are common terms.
Being asked to provide content for social media posts, captions, and intros for videos is different from doing 300 word blog posts, product descriptions, and so forth. We know we are preaching to the choir. However, watching for where the demand is could be the difference between securing a client or losing out.
Knowing exactly what businesses you want to work for should shape your approach, your profile, and elements of your proposal and/or cover letter. If your application looks like it is going to multiple sources, they will wonder the same about content for an industry you know and your ability to distinguish them from their competition. No matter how challenging it seems, you have some control over your ability to secure additional projects.
