I preach content marketing like few other people. I believe in it. I depend on it. I’ve never met another marketing “effort” that parallels its results. Plus, you know…
I’m a writer.
So, I can’t not.
Side note: I had this Professor in college take note of me. She pursued me when I wasn’t in class. She wrote me notes of encouragement. This was in one of the darkest periods of my life, though. I was so shut down that — I am ashamed to admit — I can’t even remember her name.
I DO remember that she cared. I DO remember that, to her, I was NOT invisible. When my light went out, somehow, she noticed when it seemed no one else did.
And I remember one conversation we had where she tried to “introduce me to a few people.” She thought I could “be a writer one day.” I remember SO VIVIDLY
how my heart NEARLY came to life at the thought…
nearly…
the thought of being a writer ALMOST woke me up…
before I shut it all down with the words,
“I’m just here to get my degree.”
I wish I could look her up to let her know that I DID become a writer. =)
Anyway, back to the regularly scheduled program: Why YOUR content marketing may not be working.
Here are the 3 things your “content” needs to have in order to “work” at making you money…
✅ Consistency. Daily is BEST. Content marketing creates conversations, it is a BODY of work, not a one off post when you FINALLY get around to it.
✅ Cohesion. Your headline should EASILY slide into the BODY of your post… and the BODY of your post or book or podcast or whatever should NATURALLY lead into your ask.
For instance, a headline about identifying the THREE reasons your content marketing isn’t working EFFORTLESSLY slides into the discussion we’re having right now.
And the fact that I’m NOW inviting you to join me for a brand new program… to learn ALL you need to know about Content Marketing… well, that makes total sense. (Message me for details. This digital intensive will start soon!)
MOST of the time, your content
if it’s not working
is simply NOT cohesive.
It starts in one place,
effectively promising ONE thing
and then starts veering off.
EVEN if you’re veering into RELATED topics,
if the slope isn’t slippery,
your market easily gets stuck and then goes somewhere else.
Sticking Points can ALSO be places where what you are SAYING doesn’t match what they are SEEING from you. Like, if you’re selling success advice and then setting up a go fund me page to pay your power bill, or send your kid to college or whatever.
ALL of your marketing should have a COHESIVENESS to it, so that NO prospect gets “stuck” and goes elsewhere.
Each content marketing piece
should be like a funnel.
It starts wide,
and then funnels people down
into your ask.
There’s a lot more to say here, but I’m going to move on…
✅ Call to Action. My marketing teeth were “cut” on DIRECT RESPONSE marketing…
Not marketing that built a brand, but marketing that COMPELLED action, had a DIRECT ask. If you are NOT asking people to DO something with your content DO NOT be surprised when they read, digest, MAYBE hit the “like” button… and then, move on.
You have GOT to have all three in order to turn YOUR content into CASH. =) Cha-ching!!!
