Same expertise.
A more relevant story.

The starting point

Karen tested reaction-style blogs about Western business stories, then looked for subjects closer to her Ghanaian and West African audience.

The change

She introduced African business stories, including MTN Ghana, Dangote and Melcom.

What was reported

Karen reports that her MTN Ghana blog prompted an enquiry for the Magnetic Brand Audit. The companies discussed were article subjects, not clients in this example.

The lesson

Choose stories your audience recognises and give interested readers a useful next step.