ContentFrom the Blog

What You are Doing Wrong with Content Marketing

Small business owners often hear that content marketing is the way to acquire more business. The trouble is, most think a few blog posts are a magic bullet, bringing in revenue within a few months.

Content marketing is not a “spray ‘n pray” operation.

I was glad to hear this affirmed recently at the Internet Summit conference in Raleigh, N.C. A content marketing expert for a large company pointed out that it’s not about reaching the widest audience possible; it’s about writing the right piece of content for the right audience.

This is especially true on the local level. You are a small business. You must first acknowledge that not everyone is your customer. Here are a few other content marketing things you may be doing wrong — and how to correct your path.

Image created by Top Rank Online Marketing
Image created by Top Rank Online Marketing

1. Myth: Content shock/content overwhelm will prevent people from reading your blog.
Truth: Yes, there are now trillions of pieces of content online. But when someone wants to learn something, they Google it. If they are truly interested, they may do a lot of research. You don’t buy a car before considering several options. Would you hire someone to provide a service without checking on more than one?
Your Action: Go ahead and write great content. Don’t worry about “overwhelm.”

2. Myth: I need to be on the latest social network.
Truth: Most small business owners can’t handle six social networks and do it well.
Your Action: Find out where your audience is — old, young, geographic, etc. — and get on the social network they use. Then do it well. If you master one, then it’s OK to move on to another.

3. Myth: You are competing with other small business owners who do what you do.
Truth: Online, you are competing with the friends and family of your potential customers. Think about it: you write a great piece of content and share it on Facebook. But right above your awesome post, your 54-year-old aunt shares some really important news: she’s leaving her husband and running off with a 31-year-old drummer. Uh, good luck getting anyone to notice your post.
Your Action: Remember to be interesting, and then just stick with it. Some days you won’t get the click, and some days you will.

4. Myth: Only the best content will receive any attention.
Truth: You can spend a lot of time writing a fantastic ebook or white paper, but that simple Q&A-style blog post is likely to get more attention. Even more surprising? Content generated by users and fans has an even higher return on investment.
Your Action: Write a few high-effort pieces to use for capturing email addresses or setting up a webinar. But spend more time working on medium-effort pieces. And track down a few fans who can champion you on their social networks.

More content questions? Contact me.