One of the most common mistakes I see businesses make in their marketing is not clearly communicating what it is they actually do and the obvious benefit that brings to their clients.
They think what is obvious to them should be obvious to EVERYBODY. But I’m here to tell you that is simply not so.
Over the Christmas holidays, I discovered an awful truth. I’ve been guilty of exactly the same thing! The Content Fairy Godmother had dropped her magic wand!
And I have my wonderful sister to thank for waking me up to it.
You see, over the past few months, posts on my various social media platforms have focussed heavily on ‘content’, as that is what we ‘do’. That app you can use to analyse the most common words you use on Facebook clearly illustrated ‘content’ as the most common word in my posts, just to crystalise the point.
So, while I was back in the UK in December, my sister decided to ask me the question that had been bugging her about my posts for months: “Just WTF is ‘content’??!” She’s pretty blunt, my sis!
She went on to rage that to her, ‘content’ is the tea in her mug or the biscuits in the biscuit tin. In simpler times, THAT was the meaning of ‘content’.
“What the hell is content marketing? What is it that you actually do???”
Wow, did that open my eyes! And she works high up the corporate ladder. It really got me thinking.
How many people we are marketing to about ‘content’ feel like my sister? How many just aren’t familiar with the jargon terms that digital marketers use as a matter of course every day? How many potential clients had I alienated? And not just alienated! Failed!
How many businesses had I failed by not speaking THEIR language but ASSUMING they understood MINE???
I was devastated! You see, I see it as my OBLIGATION to help as many business owners and marketing executives as I can to really ramp up their marketing effectiveness.
But if I was falling at the first hurdle by not even selling across what I do and why they NEED content marketing as part of their marketing strategy, then I’d failed them. Period!
The Content Fairy Godmother needs to sparkle her magic fairy dust much wider!
And it’s so frustrating for me because businesses need to understand just how important ‘content’ is for them in this digital era.
They need to be clear on
- where their customers hang out online
- who their customers really are
- that not all customers are equal
- that a one-size-fits-all campaign doesn’t work as you can’t please all people all the time
- where their potential customers go and where to find them
- what their potential customers’ pain points are
- what level to engage customers at
- how Google will reward or penalise their marketing efforts by the ‘content’ they put out
- how we live in a ‘give first’ world and why it’s important for their marketing
- why buyers buy and why they don’t.
And it all comes down to – you guessed it – CONTENT!
I realised that I need to educate and give value to businesses so they can understand HOW MUCH MONEY THEY ARE LEAVING ON THE TABLE, especially if they don’t get the concept of ‘content’ or content marketing, and how crucial it is to the business they do.
So that’s going to be the focus of my communication over the next month.
Because it’s my obligation to make sure that you get this.
That you understand how the scene has changed. That what got you here, won’t get you to where you need to be next. And thankfully, you don’t have to be left behind.
And the good news is that it’s NEVER BEEN EASIER OR CHEAPER to get in front of customers that will buy from you, IF YOU KNOW HOW.
It’s my OBLIGATION to make sure you know why and you know how.
I’m so excited to share this with you!
Do follow me so you don’t miss out on what’s coming up. I want you to be able to MAXIMISE your marketing in 2017 and really see results!
Remember. Don’t just market. MarketSMART!
If you recognise right now that you’ve been leaving money on the table and don’t want to wait for my future posts, book me now for a complimentary marketing audit session.
Author: Ange Dove
Ange Dove is an author, mentor and master copywriter. The founder of content creation agency, Proof Perfect, Ange is also known as your Copy Warrior, protecting your corporate reputation with words that count. Get in touch to get Ange to go to battle for your copy. Always MarketSMART.