If lead generation & sales are the main reason for content marketing, why do only 28% of businesses invest in content marketing?
- I don’t know what content marketing is
- I don’t have enough time to create content
- Tech stuff like marketing, Facebook ads & visual content creation isn’t my thing
- I’m not creative
- I really just want to focus on the core of my business
- I don’t have the money to invest in marketing
- I find this whole ‘lead magnet’ thing really pushy & icky
- I have X years’ experience in my industry, but I still can’t speak with authority on X topic?
- I can’t write very well, so I can’t blog
Content marketing can be human-centred.
The content marketing definition:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (Source: Content Marketing Institute)
The Brand Nirvana (Human-Centred) Golden Nuggets of Wisdom:
How can you make content marketing more human, when you are time poor & struggling with resistance?
Here’s 9 ways you can make content marketing more human-centred:
Genuineness: Relax & do it how you want. This allows authenticity to shine in your content marketing.
Streamlined: Keep an Evernote of article ideas to share with your crew & capture inspiration as it strikes.
Proactive: Make a habit of writing. Creativity is a muscle that needs to be strengthened.
Interactive: Post an article you’ve read to your fave social channel. Start a conversation in your community around the topic of the article. Then share your wisdom via a tweet/post/article when your audience are listening the most.
Intelligent: Look at analytics to know when is the best time to post so you capture your dream client’s attention at the right time.
Unique: Publish new content to your blog first, then share to social platforms. Your blog is your digital home, not social.
Empathic: Make your writing about your audience. Not you. Wholeheartedly understand your dream client’s problems & create content that answers their problems.
Useful: Eradicate the word ‘newsletter’ from your vocabulary. Why? Ash introduced this concept to my life, & Ash knows her stuff so it’s worth listening!
Congruent: Do what feels natural to you. If publishing a million times a day to Facebook feels like you’re bombarding your audience – you probably are. You know your community the best. Trust your intuition.
Passion: Find a connection with content marketing, light the spark & let the fire burn. Schedule it into your diary & do the hard yards because the reward is Brand Nirvana (aka ‘success’, ‘authority’, ‘the attainment of your goals’).