Written by: Vickie Sullivan | November 14, 2023
Why Your Big Content Marketing Push Isn’t Working
Good news: Many thought leaders know they compete in a noisy space, and they work harder to make sure their content marketing stands out. Bad news: The first step they take in this endeavor leads them down the wrong path.
It’s logical (and easy) to use what I call the “shock and awe” approach to content marketing. You flood the marketplace with content and hope it generates interest. The problem is timing. If you don’t get the brand strategy right, this tactic creates attention that quickly fades. Even worse, people see you as talented but non-descript. And that box is hard to get out of.
I call this a “false positive” situation. The attention you get is good. Your insights are on-target, and folks relate to you. People see you as authentic and admire that. At the same time, however, they think you lack distinctive or interesting features.
3 Signs You Have a Content Marketing Problem
If your content marketing is struggling to gain traction, you may be trapped in the “talented but non-descript” box. Here are three signs that you have a content marketing problem:
• Your content generates strong initial interest, but it quickly fades.
• Lots of people ask you for free advice, but they can’t (or won’t) hire you.
• You get a deluge of low-ball opportunities by buyers outside your best client profile.
In this crazy, crowded marketplace, it’s tempting to jump in and produce mountains of content. If you hold off and figure out the best brand strategy, though, your content marketing effort will be comprehensive and will reach the right people. And you will generate more revenue.
Listen: Why Your Brand Strategy Doesn’t Help Sales
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