Ah. Content marketing. One of those things you can’t “do business on the internet” without. One of those things all the marketing “gurus” throw into their training packages and webinars.
Write it and they will come.
Create it and they will come.
Content is supposed to solve all your traffic problems. All your sales problems. All your audience and authority and building an online presence.
Problem is – it doesn’t. Why? Just because you create it, doesn’t guarantee “they” will come. Doesn’t guarantee that “they” will ever find it. And it also doesn’t guarantee that you have created anything “they” will want to consume if they DO find it.
Content marketing gurus tend to make one big mistake when teaching, discussing, and soapboxing about content marketing.
They forget the MARKETING part of the equation.
They teach you to crank out content – blog posts, podcasts, videos, you name it – but they don’t tell you what to do with them.
They tell you to create content to create an audience – but they never teach you how to find that audience.
They discuss using content to inform, to entertain, to build relationships with that audience – but they never teach you how to do that.
And this isn’t something new. I recently heard from a professional who has been blogging for 15 years. YEARS. And no one ever really taught her, in all that time, what to do with her content. Another fellow said that he’s been cranking out content for over a year, and never knew it had to have a purpose. That it should serve some function in his business.
It’s been all about the content, and not about the marketing.
And that’s sad. And frustrating. And causes many to think that content marketing doesn’t work. Or that it’s “dead” and outdated.
It never has been and it isn’t now. The problem is the focus. The focus on simply CREATING all that content.
So what do you do? How can you fix it? How can you change your content marketing so that it actually works, and “they” actually DO come? So that when “they” get there, there’s something of value to both them and you?
Follow along, Blooms…….
1.) Create a strategy. NEVER write a single word, record a single sentence, without knowing BEFOREHAND what its purpose is. Never create content without intent. The “field of dreams” strategy of “write it and they will come” doesn’t work. Know what you are doing and why you are doing it before you begin.
2.) Do some market research. Know WHO your “they” is. Know WHAT they need to know. Know who else they read, follow, listen to every week. Do they prefer audio or video? Text to images? All of the above? Once you know who they are, what they need, and how they like to get that info, you can approach your tribe. Then, simply offer them something that both meets their needs and yours.
3.) Create a marketing plan. Now that you know who you want to reach, find out where they are. Do they hangout on Facebook? Or are they part of the Twitter crowd? Maybe they are all those suits on LinkedIn. Wherever they are, that’s where you need to be, too. You can create a paid ad campaign to lure them in, or you can start offering up bits of useful info and help, while drawing them back to your main content hoard.
4.) Create the content. Now that you know WHAT purpose your content will serve, WHO it will serve, WHERE you can find them, and HOW you will best bring them to you, you can actually begin content marketing. Write those blog posts, record those audios, film those vids. You can do it with confidence and courage, not simply throwing darts in the dark hoping something pops.
It sounds a lot easier than it is, but believe me, it’s a lot harder doing it the “field of dreams” way. And hey, if you need help creating that content, or figuring out what to do with it, that’s alright.
That’s what I’m here for. Set up a call or drop me an email. I’ll be happy to help you with all your content marketing “stuff”.
Together, if we build it right, they WILL come.