Why? Mostly because they believe it should be easier than it is. Others believe the product should sell itself. They also feel that they are just one secret-sauce answer away from Utopia. I mean, how hard could it really be? (Don’t answer that.)And that’s what I heard about their content efforts as well. Their blog posts weren’t getting much traffic or converting. Their email newsletters weren’t getting opened. Their customers were ignoring them on social media. Finding themselves on the first page on a search engine listing was equally hard.
HANDPICKED RELATED CONTENT:Your Mission: A Unified Strategy switzerland email addresses for Experts Share How to Get Support for Content MarketingChanging courseI’d heard enough. After the last complaint, I stopped my presentation. This is something I don’t normally do. I’ve been doing this particular workshop for a while, and the flow works well with small businesses. The last thing I wanted to do was alter course.But I did alter it with this one simple question, “Is the content you are creating and distributing for your customers any different than anything else out there?”I looked around at the business leaders.
You could have heard a pin drop.I repeated the question.“Is the content you are creating and distributing for your customers any different than anything else out there?”Is the #content you create and distribute different than anything else out there, asks @JoePulizzi via @cmicontent. #CMWorldShare on XI then rephrased and asked the question to each one directly. I asked the jewelry store executive with the e-newsletter if what they sent to customers was any different. They sent coupons and articles that you could find literally anywhere.