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.
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.