The last few months were all about me putting myself out there and chatting with strangers.
At one point, I was chatting with a vegan life coach from Australia, a black belt in Brazilian Jiu-Jitsu who trains with the greatest fighters all over the world, and a stuntman that starred in Alien, a bunch of Mission Impossible movies and has two Guinness World Records.
I have to admit, listening to their stories was epic, but can you guess what these guys could possibly have in common?
No, it’s not having a “My little pony” fan club platinum membership… or is it? How awesome would that be?
Wait, where was I? Oh right, they suck at content.
Look, I’m not trying to impress you by criticizing others. These guys, who are clearly way more out there than I am and are experts in their own fields. Heck, I am sure that they are dominating their industries.
They didn’t have a problem with getting clients, but there was a catch, actually two catches.
Each of those guys was spending way too much time on networking and relying on word of mouth.
So let’s define what “they suck at content” actually means.
They were posting motivational stuff without any substance, and my favourite “book a free discovery call” posts all over social media. That’s never going to work.
Anyway, here’s something that we all need to hear from time to time:
Content marketing is not a millennial thing.
It’s literally the way people sell. The only difference is that you are selling to a bunch of people at the same time.
Let’s brainstorm a little and imagine how long a “before the internet” sales process was:
You had to get to meet a prospective client, then try to find out what she likes so you can make a conversation with that person. You then had to build rapport and only when the time was right, you pitched her your services.
And so on.
In short, content is all about doing the exact same thing, but with a bunch of people at the same time.
Now, this is a little better, but not good enough, because there are many misconceptions about content marketing that ruin the experience for both you and your prospective clients.
Here’s an example:
Selling stuff as an influencer is super easy, right? You know, the well-known influencers in our space who just say “buy my stuff” and people line up for it.
Well, here’s the ugly truth. Those folks are the exception. It is even hard to imagine how much time and effort they put in to become influencers.
Which brings me to the following:
I will bet on “My Little Pony” platinum membership that those influencers know exactly who their audience is, know exactly what they want and need, and know exactly how to offer it to them.
Crafting the right message and putting it out at the right time, in front of the right people, is 80% of their job.
The other 20% is all about having a system in place to scale it.
What’s that? What am I hearing? You say that 20% doesn’t sound like a lot? Well, it isn’t.
Because in a world where everyone can have a YouTube channel and fifteen social media profiles and email accounts, and algorithms getting your message to the right people isn’t something easy to do.
That’s why having a social media system is crucial.
You say all this seems like a lot of hard and boring work? Maybe, but don’t worry, it’s not that much work.
In any case, here is my 5 steps system to get more eyeballs on your content without spending hours on content creation.
1. Make Sure You Have The Right Message
Having a message that you think people might like is a good thing. But if that’s all you’re relying on, then consider that you have already lost the battle.
Look, doing a proper research isn’t fun at all. But if you are willing to invest time and effort in understanding your audience, then you will know exactly how to frame your message so that it will resonate with people that you have been trying to contact for so long.
Know exactly who they are, what they need, what pain points do they have and what are the objections
2. Don’t Try To Sell To Everybody
What do you think is better: talking in front of one thousand strangers who don’t care or have a fan base of one hundred people who just won’t stop talking about you?
I know, the second one doesn’t sound like a lot, but if you find the smallest but viable audience who is willing to listen to you, you will have a greater impact.
Most people don’t care about you. And that’s fine. So, don’t try to sell yourself to everybody.
3. Provide Valuable And Useful Content
The challenge of modern content marketing is this: getting your clients’ attention. Especially in a world dominated by clickbait. As a result, there is a huge tension and scepticism coming from your potential clients.
So what can you do? Not much, but there is something that will always work no matter what.
Provide value to your audience. Educate them and show them the path to reaching their goals. Don’t just promote free discovery calls. Instead give value first. And only then ask for something in return.
4. Focus On Quality
Quality, much like beauty is subjective.
But then again, that’s why we decided to NOT sell to everybody. Some people won’t understand what you are standing for. And they never will. Because they don’t care.
But if you could really pinpoint your audience, quality is a natural side effect of your content.
5. Be Consistent
It takes patience and guts to do the same thing over and over again without getting the likes and gratitude. But if you’re in this game expecting applause, you won’t resist too much.
Building an audience is a hard and ungrateful job. But if you want to sell your services and have an impact on people’s lives, then concentrate on what you have to do without expecting too much at the beginning.
Even all overnight successes took months and sometimes years in the making.
Remember, this is a long game. Trust doesn’t happen overnight.
But you will have to be consistent with it.
And for that, you will need to map out a bunch of content ideas in advance.
Fear not for I got your back on this as well.
In fact, I will not only give you my personal method I use to generate an endless stream of content ideas, I’ll also show you how to use it.
No strings attached.
It’s part of a package I recently put and you get it for free.
- My guide to generate an endless stream of content ideas
- Why you need a content strategy and how to come up with one
- The 3 types of content you’ll ever need to put together a content plan
- How to put together a content calendar
And you can get it all for free from here
Struggling To Stay Consistent With Your Content?
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