Some of the questions that I keep hearing from my new clients.
Why do it if it isn't making sales?
What's the point if no one is reading it?
Will it ever pay off? I keep creating but...nothing!
I hear you, and I feel your pain.
Not only is this one of the most frustrating things as a marketer, it wreaks havoc on our confidence and self-esteem.
Yet, there is hope. So let's get to the root of the issue. There must first be a few things taken care of before you start blaming your content as a failure.
1. Do you actually have an audience that your content is put in front of?
2. Is that audience actually in need of the content you are delivering?
3. If so, do THEY realize the need for the content you are putting out?
Without these things put in place, you will continually be struggling with low consumption and seemingly non-existent conversions.
If these are in place, now you can focus on the content(if done right, it will magnify the above list as well). Here are a few things to keep in mind when creating content.
1. Use stories. Not just any story, but your own story. This will allow you to connect with your audience and them to you.
2. Keep a variety of content styles and mediums. People get very bored quickly these days.
3. Don't be afraid to share your life with them. This will help you to enhance the trust factor.
4. Get help form those who already do content well!
The fastest way to go from just starting to mastering something is to seek out those who have studied and implemented what you are looking to improve.
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I have spent over a quarter of a century learning the art of copywriting and sales persuasion and today I still beat myself up about being to prideful when I was younger. I should have asked for help and found someone to mentor me instead of spending my life trying to figure out on my own what others already knew.