the truth about content marketing

The Truth about Content Marketing

(How not to fail miserably at it)

the truthabout

contentmarketing

No Human Being Ever Became Interesting without Failure (Chris Hardwick)

the truthabout

contentmarketing

No marketer became more interesting by failing. (Clickafy)

Most content marketing efforts fail…

...epically, as a matter of fact.

the truthabout

contentmarketing

Most marketers trying content marketing think they’ve “found the answer.”

the truthabout

contentmarketing

They plan with an intensity not seen since D-Day

Create content with the hopes of “changing the entire world” with their greatness.

Unveil their work with the brightness of a thousand suns.

Then it crashes to Earth, with nobody noticing you ever existed.

Depression sets in, loathing, panic, scrambling to find a solution.

Then a sickening revelation sets in…

They’re just not that into you

Possibility #1You believed your own bull plop.

Content marketers like to tell themselves a pretty stunning lie…

Content Marketing Sells Products & Services.

Nope. Here’s why.

How Content Marketers say the world works:

1. Out there are people itching to scratch using your content (dubious assumption at best)



2. They scour the web looking for that content that will “speak to them”; digging for treasure.



2. They scour the web looking for that content that will “speak to them”; digging for treasure.

3. When they find your amazing content, they’re overjoyed and can hardly contain themselves.


4. As a consequence, they sign up for everything you offer them –emails, magazines, whatever.

mmmm…. Tasty email spam…



5. So thoroughly impressed with your content, they share it with others, spreading he word to tell everyone how awesome you are… (going viral)



5. So thoroughly impressed with your content, they share it with others, spreading he word to tell everyone how awesome you are… (going viral)

6. As a consequence of all this, you make money (somehow).

Basic (flawed) idea is predicated on a bunch ofunreasonable assumptions:

1. Assumption: Content motivates people to buy.


1. Assumption: Content motivates people to buy.2. Assumption: People are waiting for me to solve their problems


1. Assumption: Content motivates people to buy.2. Assumption: People are waiting for me to solve their problems3. Assumption: People can evaluate content objectively.


1. Assumption: Content motivates people to buy.2. Assumption: People are waiting for me to solve their problems3. Assumption: People can evaluate content objectively.4. Assumption: Good content is shared content


1. Assumption: Content motivates people to buy.2. Assumption: People are waiting for me to solve their problems3. Assumption: People can evaluate content objectively.4. Assumption: Good content is shared content5. Assumption: My content heavily influences the buying decision

When put that way… content marketing done according to the (gurus) is completely a waste of time and money.

If it was true, then why aren’t bloggers the richest people on the planet(as a group)?

Yes, some of these marketers succeed… but it just isn’t likely.

But the myth of

“Build great content and sell product” is put simply…

BULL PLOP

Possibility #2You created content for Unicorns

Myth: If my content is great, it can go

Reality: Content marketing requires an audience to be successful.

Reality: Less than a tenth of one percent, of the best content on the internet, winds up as a meme or “goes viral”.

Reality: We have yet to know of a single commercial brand that creates a “meme” or has their commercial “go viral” where it translates into dominant market share or profits.

Even this guy.

Reality: Many of these “overnight successes” in content marketing spent decades building a following, generally at a high cost.

Many times, the content the “gurus” provide is marginal at best.

But they have a strong ready audience to consume it –success breeds success.

They look successful in promoting content because they’ve done the hard task of building an audience.

Chances are you created content for Unicorns –mythical beings that probably (or possibly) don’t exist.

Or alternatively, there are so few of them, and they are so removed from the distribution channels you’re using, that they never see, consume, and internalize, the content you spent a King’s fortune in developing.

Possibility #3You built a racecar, and forgot to put in any gasoline

Content “creation” is considered the “hard part.”

Creativity is hard, but it’s not by far the “hard part” of content marketing.

The hard part is starting a fire in the mind of your customer.

As they say, the hardest part is the last ten feet.

In your case – it’s about 2 inches…the distance from your customer’s eyeballs to their brain.

Content isn’t like a virus – it doesn’t go seeking out new hosts to infect.

Without viable channels of distribution – the most amazing content ever created goes nowhere.

Possibility #4You’re a self-absorbed twit

99% of content is created for the content creator.

Why? Because of four myths held deeply by content creators.

Myth: I know what my audience wants.

Myth: I can make them want what I want to tell them

Myth: I will change their tastes and knowledge with my content

Myth: People will marvel at what I’ve made, link to it, thereby creating my authority

Reality: Content Marketing is deeply rooted in SEM (search engine marketing) concepts.

You need to understand SEM to disabuse yourself of the notion that you can write what you love, and others “come around” to you.

It just doesn’t work that way.

Possibility #5You’re a quitter.

Content marketing is farming, not hunting.

If your strategy is valid, you’ll build a SMALL audience early on.

You’ll then have a chance to build a bigger one.

But most marketers pull the plug right after a traffic spike (initially), because they don’t know why the spike occurred, they don’t amplify what caused the spike, and they don’t give any oxygen to keep that flame burning. In short…

They give up.

Ok. I’ve done one (or all) of these things…

So what do I do to be successful in content marketing?

Solution #1Build a strategy rooted in the reality of how business works

Content marketing is a net, not a harpoon.

How Content Marketing ACTUALLY works:

99% of the people who will visit your content stumbled upon it because something “caught their eye” about it (headlines matter a lot in content marketing – get good at them).


99.99999999999999999999999999999999999% read or absorb what you have to say, and go “meh” and move on.


99.99999999999999999999999999999999999% read or absorb what you have to say, and go “meh” and move on.

99.9999999999999999999999999999999999999% consume and jump around from channel to channelto channel, and don’t even remember where they saw

something they liked – even if they shared it.

The biggest reason why they even clicked on your content in the first place wasn’t because of the obvious “brilliance” of your content, but the fact that you seemed authoritative (because of social media sharing, or because of your branding, or because of the fact it seemed like you already had an audience).


If the content resonates with them – chances are then they’ll see you (if you’re working in a multi-channel marketing strategy beyond just creating content), in other places and spaces.


If the content resonates with them – chances are then they’ll see you (if you’re working in a multi-channel marketing strategy beyond just creating content), in other places and spaces.

Just like when you buy a new car and then “see that type of car everywhere,” if people become attuned to what you’re talking about, they’ll begin to seeyou more often. They may even subscribe to your content in a social network (like Google, iTunes, RSS, etc.)

Eventually that customer will have a need for what you sell


They’ll remember how they followed stuff, and read your content, and then they’ll go to Google to find you


They’ll remember how they followed stuff, and read your content, and then they’ll go to Google to find you

They’ll bypass all the ads and even some of the top-ranked websites(presuming its not you) to find you.

Then they’ll come to your website looking for the solution

Then they probably convert.

So your content marketing strategy should:

1. Focus on getting people to click and read the content.


1. Focus on getting people to click and read the content.2. Do all you can to be likeable in that first moment.


1. Focus on getting people to click and read the content.2. Do all you can to be likeable in that first moment.3. Give them a reason to like you and to comeback (hint: it’s not all about you)


1. Focus on getting people to click and read the content.2. Do all you can to be likeable in that first moment.3. Give them a reason to like you and to comeback (hint: it’s not all about you)4. You’ll need to be pumping out a lot of good (not fabulous) content all the

time so that you can create multiple chances for a touch with the customer


1. Focus on getting people to click and read the content.2. Do all you can to be likeable in that first moment.3. Give them a reason to like you and to comeback (hint: it’s not all about you)4. You’ll need to be pumping out a lot of good (not fabulous) content all the

time so that you can create multiple chances for a touch with the customer5. Ultimately the goal is building authority and trust, then they’ll remember to

buy from you if they trust and like you.

Solution #2Get a clue… stop talking to yourself.

Do you really know who your content is aimed at?

Get to know your real customers.

Know what they like, what they don’t, and where they hang out online.

Listen for a while, before contributing to the conversation.

Then most likely one of these strategies will apply:1. You can inspire a community with your content.

Then most likely one of these strategies will apply:1. You can inspire a community with your content.2. You reinforce a deeply held believe that binds an audience

together.


together.3. You’re iconoclastic (and some people are just naturally drawn

to that)


together.3. You’re iconoclastic (and some people are just naturally drawn

to that)4. Make those who engage with you look “smarter, more

important, more cultured,” etc.

Then make content that is..

But make it ONLY for that audience you’ve identified and according to the strategy you’ve picked.

But what if I don’t have an audience yet?

Solution #3Build an Audience & Fuel your Marketing

Your goal should be to get 1000 “true fans” – people who follow, like, and engage with your content.

If you don’t have them now – let’s not worry too much – chances are you’ve been going at it all wrong anyways.

First question to ask yourself is this:

“Who will like this content, and why?”

Second question to ask is this:

“If they like the content, why would they share it.”

Then start looking at these areas in your marketing

Am I in the right channels? Chances are you’ll need to be in more than one channel to give the target audience a chance to be exposed to you.

Do I have rapport with my audience?

Then start evaluating the competition objectively.

Start looking at the major competitors in your space – look at their MARKETING closely, not their products/services/aesthetics/etc.

Once you identified the niches where competitors are operating, try and discern how successful they are in influencing (primary proxy for this is shares)

Try and follow the patterns of where their content gets “released” and where their content “ends up”.

Identify the people (and it will be people) who are responsible for disseminating (sharing) most of the competitor’s content. These people are the real “mavens” of your social sphere.

Introduce some of your content (the best you have) into that set of “mavens” and see if any of them will disseminate your message. You’ll need to learn what they need in order to get what you want.

Build those relationships with the “mavens” that can help. They will broadcast your message far and wide.

Treat your new followers with care and respect. Content marketing is not “fire and forget” – don’t automate all aspects of it. Nobody likes talking to robots.

Solution #4Stop being a self-absorbed twit

Most people understand SEO (search engine optimization) as some Jedi mind trick to get people to realize…

“these are the droids you’re looking for.”

Reality is this: You can SEO all you want, but they’ll brush past your “mind-trick” – not paying attention to it most of the time; droids or no droids.

Instead, SEO can tell you what’s in the mind of your customers – by looking at their search habits relating to your offerings.

If they say they want droids, then by all means… otherwise, telling them about the droids is meaningless – they could care less.

Trends in social media and in Google can tell you what’s percolating in your customer’s head.

To the extent you’re relevant in those discussions – people will seek out what you have to say.

Also understand where people are when they’re using various networks:

People On Google searching want to “do” something

Also understand where people are when they’re using various networks:

People on social media are usually there to “browse” something

Content marketing is a viable way to improve authority and SEO – but you have to work at getting that content

connected to the “mavens.”

And you have to understand is the audience “action oriented” or just

“entertainment oriented”

Solution #5Pucker Up ButtercupIt’s time to Act with Manly Firmness

Unless you’re Kenny Rogers –you probably have no idea when to fold ‘em.

So man up …

(Even If you’re a girl)…

Because content marketing isn’t for wusses.

Your goal is to start standing out…

Build familiarity with who you are and the value you provide…

Get people to know you, and like you…

Create some trust in the marketplace…

Start delighting your audience…

Not everything is going to be a winner…

Experiment…

So don’t quit unless:

1. You’ve been at it for three months


1. You’ve been at it for three months2. Nobody has consumed your content (look at analytics)


1. You’ve been at it for three months2. Nobody has consumed your content (look at analytics)3. Nobody is sharing your content (look at analytics)


1. You’ve been at it for three months2. Nobody has consumed your content (look at analytics)3. Nobody is sharing your content (look at analytics)4. You’ve tried the content distribution across 3-5 channels

(minimum)

FAILURE?

YOU MEAN THAT THING THAT

LOSERS WHINE ABOUT?

Even then, we’re not going to quit just yet.

Ask yourself, honestly…

1. Am I really producing content that people care about? (ask your mavens – they’ll tell you).

2. What are the ratios needed for watch v. interact. (most people lurk out there, they don’t engage).

3. What’s the real time and energy it takes to build “critical mass” in this field?

ADVERSITY BUILDS

CHARACTER

TRY AGAIN…

Because you understand the following:

1. Content Marketing is a long-game strategy.2. Content Marketing is designed to capture those customers whom fall

out of your “typical” funnel3. Content Marketing is about building authority (which can be difficult

to measure at first)4. Content Marketing is about building relationships & trust (which often

don’t pay off right away)5. Just because you think it’s not working, doesn’t mean it’s actually not

working. Give it some time since the payoffs don’t happen right away.

Review

Chances are your Content Marketing failed because:

1. You believed in the content marketing lie – build it and make money2. You built the content for people who don’t exist (or aren’t enough

of them to make any money)3. You built a high performance sports car and forgot the race fuel4. You behaved as a self absorbed twit who really didn’t care much

about an audience.5. You gave up too easily.

So to solve these challenges:

1. Understand that real content marketing is about building relationships to keep people close to your brand so that when they’re ready – they buy.

2. Figure out who your real audience is and then do all you can to make them happy

3. Figure out why, who, and how to distribute your content – test and retest with that

4. Stop being a self-absorbed twit – it’s not about you, it’s about the audience. Do your homework on competitors and yourself to figure out what the audience likes most.

5. Don’t give up unless there is STRONG evidence that you’re doing it so wrong – you should rethink your strategy.

Contact Us

Clickafy Media Group, LLCwww.Clickafy.com

@clicakfy | LinkedIn | [email protected]

http://www.clickafy.com/

https://twitter.com/clickafy

https://www.linkedin.com/in/bryandelmonte

https://itunes.apple.com/us/podcast/brand-media-studio-advertising/id878766688

mailto:[email protected]

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