Stop making these content marketing mistakes
Hopefully, you’re engaged in a programme of content marketing by now.
We know that content is king and content marketing is the single most effective way of educating your prospective clients, building trust, and pre-suading people to do business with you.
But what happens when your content marketing isn’t getting the desired results? You’ve been churning out your weekly blog posts, but zilch, nada, not a bean in return.
In this video, a few common content marketing mistakes you could be making and how to turn them around, so your content marketing moves from zero to hero.
Done well, content marketing is the single most effective way to engage new clients. Content is absolutely anything we create which communicates a message to your desired audience.
It might include blog posts, podcast episodes or videos. But it’s also your social media posts, the words on your website, and that article you wrote for a local magazine.
Done well, content marketing helps to drive traffic to your website. It improves your brand awareness, and raises your status in the profession. It converts suspects to prospects, starting the client engagement journey.
But what happens when content marketing isn’t working for you? In my experience, there are a handful of mistakes Financial Planners often make with their content marketing, which can sabotage the opportunity for sales.
The first mistake is failing to address your specific audience.
Look, I’ve made this mistake in the past. I quickly discovered there is a correlation between what you write about and the enquiries you receive.
When I wrote blogs about managing debt, it generated the entirely wrong sort of client enquiries for a Financial Planning firm working with mass affluent and high net worth clients.
Addressing your specific audience means having a clear picture of your ideal client, what we call a client avatar, and also knowing their big concerns. Knowing these two elements allows you to focus your content on the right people; you speak to their concerns and solve these with your content, and your tone of voice is appropriate for your client avatar.
The second mistake is a lack of consistency.
It took me nearly 20 years to become an overnight success with my content marketing. Yes, you can get the occasional fast response from a particularly well written and engaging piece of content, but it’s more likely that it will take years to build your audience, and to become known, liked and trusted for what you do.
All too often I see Financial Planners who give something a go for a few months, and then promptly give up because the results aren’t immediately apparent.
You need to be patient for this stuff to work. And during that period of patience, you need to be consistent. If your message constantly changes, how can you become known for what it is you do?
This doesn’t mean that your message needs to be identical in each piece of content you create; vary the message, but remain consistent with the core values behind each message.
The third mistake is not being willing to stand out from the crowd.
We operate in an increasingly noisy market. As time goes by, there’s an ever growing choice of content to consume.
Our time and attention remains finite while the content available to consume grows exponentially.
300 hours of new videos are uploaded to YouTube every minute. You can’t compete with this by producing volume of content (although you should probably be posting more each week than you do at the moment – a topic for another video!), but you can compete by standing out from the crowd.
Seth Godin refers to this as the Purple Cow approach. When you drive past a field of black and white cows, it’s nothing remarkable, but when you spot a Purple Cow, now that’s worth shouting about. So create remarkable content that gets people talking, for all of the right reasons.
The fourth mistake is failing to promote the content you create.
Don’t publish a blog and then expect your target audience to find it all by themselves! For each bit of content you create, you need a promotion strategy, which covers multiple channels, and attempts to reach as many people in your target audience as possible.
Don’t publish and then hope for the best. A well crafted blog will be found organically via search engines, but never rely on this accidental discovery. Publish your content and then shout about it!
The fifth mistake is limiting yourself to a handful of established platforms, because of commonly held misconceptions.
For example, you might not use Facebook because your clients aren’t active on there. Or you might not use LinkedIn because it’s full of spam from recruiters.
You allow you personal prejudices about various platforms to stop you from using them, and reaching your target audience, who absolutely do hang out on Facebook, and who do still use LinkedIn, despite the recruitment spam.
So that’s five common mistakes we see when it comes to content marketing, mistakes that you need to stop making or they will dampen your results and leave you feeling disheartened.