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I often talk about content and how you can create articles to attract relevant search traffic. Of course, there is no reason why it can’t be focussed towards your existing clients.

I had a meeting with a potential new client last week who is doing this already. I liked her approach.

Basically, she goes to existing client sites and spends half a day discussing the issues they have around what her company supply, in this case IT network services. It is market specific, in this case it was regarding the network security issues in schools.

She then takes the feedback and writes white papers focusing on the problems, putting in time to do research and creating solutions.

This is then utilised as e-mail marketing material to existing clients.

It takes time but the point is that it is content that answers a problem, one of the first rules of advertising.