I’m going to talk you out of content marketing.
Because most people don’t see results like these:
- Interviews with Huffington Post Good News, Good Morning America, and Inside Edition for Eddie the Terrible by the Humane Society of Silicon Valley
- Over 1 million hits and 2100 subscribers on YouTube by PetSmart
- Growth to Ireland’s largest pet sitting service with three franchisees as experienced by Pet Sitters Ireland
- A Meetup group with 2,000 members, a book, a magazine, a radio show, and speaking opportunities like The Chicken Whisperer Andy Schneider
I like money, but…
Is it all a lie, then? Do we content marketers just want your money?
Content marketing equals more money for both you and me. GIF via GIPHY
Well, yes, I want money. But I also want you to do REALLY, REALLY well. Better than you already are.
The people who succeed at content marketing do so because they know a few things you’ve ignored: what content marketing isn’t.
It’s not an end-all
It’s a tactic. It should be used alongside other tactics like print advertising, social media, or networking.
If you put a blog post up (or a video, infographic, whatever) and don’t do anything else, you’ll hear crickets. Sure, people will find you through search. But “search engines typically assume that the more popular a site, page, or document, the more valuable the information it contains must be,” says Moz.com’s Beginners Guide to SEO.
So until your site starts bringing traffic in on its own, the search engines aren’t inclined to think of your site as having the most valuable answers.
It’s not a magic bullet
“Make content marketing a priority or focus your efforts elsewhere.” Joe Pulizzi, Content Marketing Institute
Content marketing requires time, effort, and consistency. Not going to give it that? Okay, no problem. Find another marketing method.
That doesn’t mean you have to publish a 2,000-word blog post every day. But it does mean that if you say you’re going to publish every two weeks, you do it. And that the content you produce is something your customers actually want to see.
Once you get the content out there, it’s going to take six months to start working. Or longer.
It’s not one-size-fits-all
Content marketing designed to please everyone stinks. No one likes it – except those people who like you no matter what you put out there.
I used to work for a state government agency. When the new director was hired, she went around and did huge town hall-type meetings with the employees. One thing I remember her saying was, “I’m not worried about being sued.” I’m sure the Office of General Counsel was, but the threat of legal action had stopped previous directors from taking actions that should have been taken.
You need to have that mentality. Not everyone is going to love your content. Not everyone is going to love your company. But you need to recognize those people aren’t your customers. Your job isn’t to convince them your way is right.
(And don’t go on the defensive when you encounter these people. That’s how you lose people who were initially your supporters.)
So if you won’t put time and effort in (or pay someone else to), don’t want to risk offending people, and want one marketing tactic to pay off big bucks, stay away from content marketing.