Content marketing is time consuming.
There’s no doubt about it.
Content marketing may not always require a lot of resources, but it requires a lot of time.
Creating content – edited videos, blog posts, whitepapers, ebooks, podcasts etc., creating in real time e.g. putting out unedited videos, live videos, tweets on a trending hashtag, and responding to comments etc., and curating content (finding and sharing content from elsewhere) all takes time.
And the results are not instantaneous.
It takes time, dedication, and patience to build an online following and even more time, dedication, and patience to start earning sales and leads from that following.
As well it should.
To win in today’s world, you need to provide value. You first need to have people’s attention, before you can ask them for anything. In order to get their attention, you need to give them things they want and need. The market doesn’t care unless you do something worth caring about.
Don’t fall into the trap of getting frustrated.
If you think it sucks that you have to create content, give away knowledge or tips, entertain, and inspire people day after day for the slight possibility of getting someone’s business, pack it up and get out right now. You’re not going to win if that’s your attitude. If you think your own time is valuable, imagine how much other people value theirs. What makes you think you’re entitled to it?
You’re not entitled to anyone’s time or money, so marketers and brands should stop the complaining and the hand-wringing every time Google makes an update or Facebook alters its algorithm, or a new technology e.g. ad block, is invented that makes it harder for them to push messages in consumers’ faces. To complain about inevitable change is evidence of a losing mentality.
Embrace change in the marketplace and adapt accordingly.
If you want to succeed in today’s business climate, you need to consistently add value to the lives of your audience. There is so much competing for your audience’s attention. No longer do marketers have a captive audience the way they once did on television or radio.
Going in for the ask before you give them reason to care and you will rub your audience the wrong way. A great way to alienate consumers who now have so many options is to ask them to do something without first getting them to know you, like you, and trust you.
We cannot take people’s attention for granted. We have to earn it. And we earn it by making valuable impressions (keyword here is valuable i.e. not pop-ups or spam), on a steady basis.
After consistently interacting with your content and receiving value from you so often, perhaps in the form of inspiration, laughs, or being emotionally moved, your audience will be primed to interact with you. If people see your name attached to things they like and care about enough times, some will feel compelled or almost like they have to give you their like, their subscription, their email, or their hared-earned dollars.
Smart businesses are spending an increasing amount of time and money on content creation and curation, not because it’s fashionable, but because it’s simply how sales are now made. It’s because this is how business is now done.
So, be authentic and genuinely care for the needs of your audience. You won’t convert everyone, but you will win their attention and ultimately gain the desired outcomes that make it all worthwhile.
Just remember that it takes consistent hustle and grind as well as enormous patience before you start building any momentum. It’s easy to lose stamina, get fatigued, and throw your hands up in the air. But I urge you to stick with it. If what you’re putting out is quality and you’re distributing it correctly, you will eventually see the growth returns you want.
Note: I will be away until Wednesday due to holidays, but I plan to be back with a vengeance when I return. 🙂