『10 Reasons Your Content Creation Efforts Might Fail』のカバーアート

10 Reasons Your Content Creation Efforts Might Fail

10 Reasons Your Content Creation Efforts Might Fail

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When it comes to effective content marketing, it's great knowing what types of content to create and things you should do to maximize the impact of your efforts. However, it's also important to understand what not to do and what to avoid. Having the right ingredients can spur experimentation, but without knowing what you should avoid as well, you might make mistakes. Want to listen? There's an audio version below So, to guide you through the pitfalls of content marketing and to help you minimize your mistakes, let's look at ten things that might cause your content marketing efforts to fall flat. 1: Your Audience is Too Broad As the saying goes, “the riches are in the niches.” But, to help you understand what I mean, let me offer a few examples based on the businesses of some of my clients. If you're are copywriter, instead of marketing your services as “copywriting for businesses,” narrow your messaging to a specific industry. Focus on being the best copywriter for pool companies or for local restaurants with fewer than five locations. If you don't yet know where your expertise lies, niche down to something you're interested in or passionate about. If you're unable to narrow your focus to where you can have the most impact, be specific to the industry where you'll at least have the most fun and evolve from there. 2: Wrong Product Offerings When coming up with your product or service offerings, it's key to sell what your customers want, not what you want. If you worked with the hearing impaired, you probably shouldn't start a podcast. I know that's an extreme example, but extreme examples often most clearly prove a point. Remember, you are not your customer. Sell what they need at a price point they can afford, not just what you want at a cost you'd be willing to pay. 3: Weak or Unclear Branding In my earlier days, I struggled with weak and unclear branding. It wasn't until I had a conversation with Mark Mason in mid-2014 that I realized I needed to clarify my message and focus on people who were like me. As a result of that fateful chat, I began to tweak my branding to focus on people who were miserable at work, who felt undervalued by their company, and who wanted to turn their talents into a business. Instead of trying to reach all aspiring entrepreneurs with a weak message, I began to speak directly to people who were going through what I'd gone through, and who could relate really well to my story. If you can make the necessary changes to clarify your message to a targeted audience, I promise you'll begin to get improved results. 4: Slow Production Timelines When you come across a need in the marketplace, how long does it take for you to create a solution? One of the subscribers to Catalyst Monthly owns several pieces of real estate. If she's at capacity, meaning all of her properties are rented, how quickly could she turn around a new product? In this scenario, her new product might be a new home to rent. Another subscriber creates email marketing sales funnels. For his business, a new product could be a new type of funnel that specifically targets who've visited a landing page or added a product to a shopping cart. In business, it's important to be able to react quickly to the changing needs of our customers. If people keep asking for a product you don't have in stock, the faster you can get that product into the hands of the people who would buy it, the faster you'll make money. We live in an on-demand world – thank you, Amazon Prime – and if you can reduce the amount of time someone has to wait for a solution, you can win. 5: Uninteresting Content As we've established, you should be creating content to market your products, services, and business. With that said, don't make the mistake I made early on. I was boring. Ya, I was boring. I made the error of thinking that in order to be authoritative and to have an impact, that I also had to be aloof and detached from my writing. My writing had no emotion, and because of that, I failed to connect with my readers, listeners, and viewers. As a result, my blog struggled to take off, and my business faired no better. Reality television is captivating because people are interesting. On past surveys, responders from my community asked for more personal stories. Your stories and experiences, like the stories and experiences shared on reality shows, will make your content more engaging. Don't be afraid to take a stand, cause controversy, or take an unpopular viewpoint on current events. Interesting content is shared content. 6: Inefficient Processes While I was bootstrapping my business in the early years, I was terribly inefficient. Few things were automatic, and none of my software talked to the other pieces of software I used. When you're starting out, it's important to get everything up and running before you prioritize efficiency. However, as you grow, you'll want to reduce the number of tasks that take longer than they should and ...
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