How to Create Content That Attracts Better Clients (Not Just More Views)
You’re creating content. You're sharing your expertise, showing up on social media and perhaps even experimenting with video.
But is any of it actually helping you attract the right clients?
It's a question worth asking, because there's a big difference between creating content that gets attention and creating content that helps your business grow.
And when you're a service-based expert, that difference really matters.
You don't necessarily need thousands of followers or millions of views. You need the right people to recognise the value of your expertise, understand how you can help them and feel confident that you're the right person to work with.
That's something I talk about a lot through Value Whispering. Marketing isn't simply about getting more people to see you. It's about helping the right people understand your value so that choosing you feels like the natural next step.
It's also why I invited Martin Huntbach, co-founder of Jammy Digital and Vidonary, onto The Art of Value Whispering Podcast.
Martin and his wife, Lindsay, have spent years experimenting with content to attract better-fit clients, build trust and support business growth. And their experience offers some wonderfully practical lessons for anyone who wants their content to work harder without feeling they have to shout louder.
Here are some of the ideas I think are particularly valuable.
“If you don’t have the quantity, you can never improve the quality.” - Martin Huntbach
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Better content doesn't always mean attracting more people
One of the most interesting things Martin shared was how he and Lindsay began using content to actively discourage certain people from working with their agency.
Yes, you read that correctly!
They deliberately created content explaining who their services weren't suitable for.
For example, if someone wanted a basic, inexpensive website, but their agency specialised in more substantial, content-rich websites, they would explain that difference openly.'
They also talked about pricing, how their services worked and the kinds of projects they were best equipped to deliver.
Martin calls this repelling content, and it's one of the eight content pillars he explores in his book, Content Fortress.
The idea isn't to be dismissive or make people feel unwelcome. It's to help potential clients make informed decisions before either party invests time in a sales conversation.
Martin explained that, after introducing this approach, their sales-call conversion rate rose from around 20% to 80–90%. Calls also became shorter because prospective clients already understood what the agency offered and how it worked.
Those are results Martin shared from his own business, but the principle is relevant far beyond marketing agencies.
Think about how much time you might spend speaking to people who aren't quite ready for your services, want something you don't offer or expect you to work in a way that doesn't allow you to deliver your best results.
What if your content could help them understand those things before they booked a call?
Not through a cold qualification process, but by sharing useful information that allows people to decide for themselves.
That's a much more respectful approach to marketing and sales.
And it reinforces something fundamental to Value Whispering:
Becoming the obvious choice doesn't mean becoming the obvious choice for everyone. It means becoming the obvious choice for the right people.
Your content should help people experience your value
When we think about content marketing, it's easy to focus on the visible activities.
Publishing LinkedIn posts. Creating Instagram Reels. Recording videos. Writing blogs. Growing an audience.
But visibility is only part of the picture.
What happens after someone discovers you?
How do they begin to understand your approach? What helps them feel confident in your expertise? And what makes them comfortable enough to take the next step?
This is where I believe content becomes particularly powerful.
Through Value Whispering, I talk about Value Weaving: intentionally communicating and reinforcing your value throughout the experience people have with your business.
Your content is an important part of that experience.
A thoughtful article might help someone understand a problem they've been struggling with. A video might show them how you think. An explanation of your process might reassure them that you understand their situation.
And a piece of content explaining who you work best with might help them recognise that you're exactly the expert they've been looking for.
Rather than seeing content as something separate from your business, start thinking about how it supports the whole client journey.
Because your marketing message shouldn't disappear the moment someone clicks through to your website or books a conversation.
The value you've helped them recognise needs to be reinforced through every interaction that follows, even after they have become a client.
Stop measuring content success by views alone
One of Martin's strongest messages was that business owners can become distracted by metrics that don't necessarily reflect what they want to achieve.
Views, followers and subscribers are easy to see.
But they don't automatically tell you whether your content is helping your business.
Martin illustrated this through his work with entrepreneur Daniel Priestley.
He described how his team helped establish a more consistent video publishing process, with Daniel's content eventually attracting millions of monthly views.
But what Martin was most interested in wasn't the audience growth.
It was the impact on leads and sales.
He reported that, during their work together, leads across Daniel's business increased by 503% and sales by 333%.
These are figures Martin shared during our conversation, rather than independently verified results. What's particularly interesting is the distinction he makes between attention and commercial outcomes.
A video with 200 views might bring you an excellent client.
Another video could attract thousands of views from people who will never need your services.
Which one is more valuable to your business?
Of course, reach matters. People need opportunities to discover you.
But recognition of your unique value matters just as much as reach.
If people see your content without understanding why your expertise is relevant to them, greater visibility alone may not achieve very much.
So before you create your next piece of content, consider what you actually want it to help someone understand, feel or do.
That question can change your whole approach.
Video can do much more than attract attention
Something I particularly appreciated about Martin's approach is that he doesn't treat video as simply another social media activity.
He looks at how it can support different stages of the customer journey.
He explained this through his own Four As framework:
- Attention: Short-form videos that introduce you and your ideas to people who don't yet know you.
- Authority: Longer videos that allow people to explore your thinking and develop confidence in your expertise.
- Action: Content that encourages someone to take a meaningful next step, such as registering for a webinar or downloading a resource.
- Acquire: Video that supports the transition from interested prospect to paying client.
This is Martin's framework, developed through his video marketing work, and I think it offers a useful way to plan content with greater intention.
For example, you might create a short video that challenges a common misconception in your industry.
Someone who finds it interesting could then watch a longer video in which you explain your perspective and share practical examples.
From there, they might download a useful guide, join a workshop or book a conversation.
Each piece of content has a different job, but they're all working together.
This complements the Value Whispering approach beautifully because the goal isn't simply to publish more.
It's to make sure that the value of your expertise becomes clearer as people get to know you. And that you intentionally guide people to the next step they feel ready to take.
Consistency comes from practice, not perfection
Of course, knowing what content could do for your business and actually creating it are two very different things.
This is where so many experts get stuck.
You might have lots of ideas, but struggle to decide which one to share.
You might record a video and then watch it back, noticing everything you wish you'd said differently.
Or perhaps you've published a few videos, been disappointed by the response and decided that video simply isn't for you.
Martin has a practical way of approaching this, which he calls his Three Rs: Reps, Rhythm and Repurposing.
Reps: Give yourself permission to experiment
Martin encourages people to create enough content to start understanding what works.
Not every video needs to be brilliant. Some are simply opportunities to practise explaining an idea, try a different opening or discover what your audience responds to.
That distinction matters.
If you judge every piece of content by whether it performs exceptionally well, it's easy to become discouraged.
But if you treat those early videos as experiments, each one gives you something useful to learn from.
Rhythm: Find something you can sustain
Once you've started experimenting, the next step is finding a publishing rhythm that fits your business and your life.
Martin described how his team began by establishing a manageable weekly video schedule for Daniel Priestley before gradually expanding it.
You don't have to jump straight into creating content every day.
A consistent approach you can sustain is far more useful than an ambitious schedule you abandon after a fortnight.
Repurposing: Make more of what you've already created
Finally, Martin recommends making one substantial piece of content work across several channels.
A video conversation, for example, could become a blog post, an email, several social posts and short video clips.
The idea is to make better use of the expertise you've already shared rather than constantly starting from scratch.
And I think that's particularly important for busy service-based experts.
You already have a business to run and clients to support. Your content process needs to work alongside those responsibilities, not become another full-time job.
Your expertise can actually make content creation harder
This was another part of our conversation that really resonated with me.
Martin talked about what he calls the expert trap.
When you know a great deal about a subject, it's tempting to share everything.
You understand the nuances, the exceptions and all the details that make your expertise valuable.
But someone encountering your content for the first time may not need all of that information.
They might simply need one idea explained clearly.
And there's another challenge that I see my clients face regularly.
The more familiar you become with your expertise, the easier it is to overlook its real value.
Something that feels completely obvious to you might be precisely what a potential client needs to understand.
You might assume everyone knows it because you've known it for years.
But they don't have your experience.
They haven't spent the same time studying the subject, solving the problems or developing the perspective you now take for granted.
This is an important part of recognising your True Value.
Before you worry about finding more interesting things to say, take another look at what you already know.
What do clients regularly thank you for explaining?
What misunderstandings do you find yourself correcting?
What can you see in a situation that someone without your experience might miss?
Those are often excellent starting points for content.
You don't need to demonstrate everything you know in one video.
You need to help someone understand one useful thing.
Your personality may be more valuable than polished production
With AI making it easier to generate written content, images and even video, it's natural to wonder what will help your content stand out.
Martin's perspective is that genuine human communication becomes particularly valuable in this environment.
He talked about the appeal of simple, conversational videos in which people speak naturally rather than trying to sound like professional presenters.
He calls this bar stool energy: the kind of relaxed, engaging way you might explain something to someone you're chatting with socially.
It's an interesting idea because so many people become a different version of themselves when they press record.
They suddenly feel they have to sound more formal, more authoritative or more polished.
Yet the way you naturally explain things is often part of what helps people connect with you.
Your enthusiasm. Your humour. Your perspective. The examples you choose. Even the little imperfections that make you recognisably human.
These aren't necessarily things you need to edit out.
For service-based experts, clients are often choosing more than a technical solution. They're also deciding whether they trust you, understand your approach and feel comfortable working with you.
Video can help them experience some of that before you ever meet.
And you don't need an elaborate studio to begin.
Make your content interesting without losing sight of the right clients
There's one final distinction from Martin's approach that's worth exploring.
He explained that if every video begins by addressing a very narrow audience, you can sometimes limit the opportunity for new people to discover your ideas.
His recommendation is to begin with a topic or question that has broader appeal, then connect it naturally to the people you most want to reach.
He calls this video packaging.
For example, instead of immediately opening with a specialist explanation of your service, you might begin with a familiar problem or surprising observation that helps someone recognise why the subject matters.
Once you've earned their attention, you can bring in the more specific expertise.
That doesn't mean chasing trends or creating content for people who will never become clients.
It means understanding how to make your expertise accessible.
And it's an important distinction.
Your ideal clients may not know the technical language you use to describe their problem.
They may not even realise what the underlying problem is yet.
But they will recognise the frustration, question or outcome they're looking for.
When you start there, you give them a much easier way into your world.
That's how you can begin building recognition without feeling you need to become louder.
A simple Value Whispering challenge: What do your future clients need to understand?
There are plenty of practical ideas you can take from Martin's experience, but I'd encourage you not to turn them into another long list of marketing tasks.
Instead, start with one question:
What do I wish more of my future clients understood before they ever spoke to me?
Perhaps it's something about how you work.
A mistake you see people making.
A belief or myth you want to challenge.
Or something you've learnt through years of experience that your clients would benefit from understanding sooner.
Choose one thing.
Then imagine you're explaining it to someone over a coffee.
You could record a short video, write a LinkedIn post or use the idea in an email to your audience.
The important thing is to make that piece of expertise more visible and understandable to the people who need it.
You can refine how you communicate it as you go.
Because progress trumps perfection every time.
And remember, the goal isn't to create content for the sake of creating content.
It's to help the right people recognise your value, build trust in your expertise and feel confident about choosing you.
That's how your content starts becoming a meaningful part of your business growth.
And that's how you begin becoming the obvious choice through smarter, not louder, marketing.
About Martin Huntbach
Martin Huntbach is a marketing and video content specialist who has spent years developing content strategies with his wife and business partner, Lindsay. Their work has focused on helping businesses attract better-fit clients and use content to support meaningful business results.
Martin is the co-author of Content Fortress and co-founder of Vidonary, a video creation platform designed to help people plan, record, edit and publish content.
Guest resources mentioned in the conversation:
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Take your Value Whispering journey further
If this conversation has encouraged you to think differently about how you're marketing your expertise, I'd love to invite you to explore Value Whispering in more depth.
You can download the first chapter of my bestselling book, Value Whispering: The Smarter Way to Market Your Business, completely free.
I designed it to help you see marketing differently, move beyond the pressure to follow every loud piece of marketing advice, and begin making smarter choices based on your value, your clients and the business you actually want to build.
Get your free chapter at melittacampbell.com/chapter.
About Your Host, Melitta Campbell
Melitta Campbell is the creator of the Value Whispering® methodology, a 3x bestselling author, TEDx speaker and an award-winning communications and marketing expert with more than 30 years' experience helping organisations, leaders and service-based experts communicate their value more clearly.
Through her books, keynote talks, coaching and this podcast, she challenges conventional marketing wisdom and helps experts become the obvious choice through smarter - not louder - marketing.
Her work is built on one simple belief:
People don't choose the best expert.
They choose the one whose value they understand best.
Learn more about working with Melitta here
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