There are a lot of reasons that business owners have shared with me about why they're not able to make content marketing work for them.
Most of these reasons stem from one of three things:
Here are some common reasons why business owners aren't using content marketing and why you should't let them hold you back.
Can Introverts Be Good Marketers?
If you identify as an introvert, that is one of the strongest arguments to start content marketing. You can spend your energy on creating amazing content and not have to show up online or in person as often.
If you don't like appearing on camera, you can use audio. If you don't like audio, you can write either on your own platform or by publishing for other business owners or publications who have the attention of your potential clients.
So if you're an introvert like that is the strongest argument for you to be figuring out how do you make content work for you in a way that allows you to get your message in front of people consistently.
Once you figure that out, your marketing becomes scalable as well. Some of my favorite clients are introverts and was able to help them figure out how to show up in a way that worked for them.
There's not ever one way to do something. So if you're an introvert you can use content to save your energy for where it's most needed - working with your clients.
I'm an Extrovert and I Sell Better in Person or From a Stage
If the only way you can get clients is by getting in front of people in person, your business is vulnerable because that is an extremely limited and time intensive way of getting new business. These are the folks who suffered the most when the pandemic started.
If you're the person who is also delivering your service, then you're likely caught in a cycle that involves showing up a whole lot to get clients and then disappearing while you serve those clients.
For those people who don't purchase right away, you still need a follow up systems to keep you and your business top of mind until they are ready to buy.
Extraverts, you need content because the laws of space time don't allow for you to personally be present for the 8-12 interactions that some people need before they buy from you.
I'm Not a Very Good Writer
You don't need to be a great writer to create great content. There are lots of ways to get your knowledge out of your head.
I'm Not Sure What to Content to Create
If you feel this way, it means you probably don't have a clear enough insight into the real problem you solve, how you solve that problem, who benefits the most from your solution, and what those benefits are for your ideal target audience.
If you have clarity about those four things, you can quickly brainstorm enough content ideas to keep you or your marketing team busy producing for the next year. If you need help with this, the Pot o Gold is a tool we've used for the last three years to help brainstorm and organize your content as well as make sure the content you create is strategically leading people to your offers.
Having a clear customer journey is a vital part of creating effective content, because it gives you a road map to follow that leads to more sales and not just followers and fans
How to Sell Without Being 'Sales-y'
I talk with so many business owners who are afraid to email their lists because they don't want to be 'sales-y'. We've all been subscribed to marketing where the communication disappears until they have something to sell.
You don't have to be that person.
You can show up consistently for your audience and serve them by giving them content that helps them solve the problem they came to you for. You can do this by sharing tips and tricks, educating them and giving them the tools and the beliefs that they need in order to work with you successfully.
And you can do it while having fun.
The reason television exists is to attract our attention so that advertisers can sell us stuff. So stop being boring! Have some fun with your marketing whether it's funny videos, TikTok memes, IG Reels or involving your pets.
Do You Need a Website to Make Sales with Content?
In a word - no. And I say that as someone who spent most of my career making websites for a living!
When you're getting started, an email list is more important than a website because it will give people a chance to take the next step in connecting with you. Most email marketing automation platforms include a way to make a basic landing page to get people on your list.
All you need to get started with content marketing is to be active on any platform that you are willing to show up to consistently that also has your potential clients. That could be LinkedIn, Instagram, Twitter, Facebook or something else.
Just make sure you you have a way for people to get on your email list so that you can keep nurturing that relationship in a venue that you own.
I Can't Publish Until It's Perfect
Ah my perfectionists. I know it's so hard for you. But I also know that your ultimate goal is to help your people.
Keeping your content in your drafts folder until it's perfect is actually robbing the people that you are trying to help because they can't find you.
There's no single perfect post, video, or podcast that is going to magically convert everyone who reads it.
It is going to be the accumulation of imperfect things that you put out into the world that is actually going to help people decide they want to work with you.
If you have trouble hitting 'publish,' try starting with baby steps:
Once you start getting a few wins under your belt in the form of positive feedback and even sales, it will get easier to put yourself out there in all your imperfect glory.
Think You Don't Have Time to Create Content?
This is my favorite excuse of them all. If you're a service-based business owner, lack of time is the number one reason you need to make content marketing a priority.
The problem comes when you try to 'squeeze it in' and start pumping out content just to tick it off your to-do list. Doing that will just put you on a never-ending hamster wheel of pumping out content that doesn't help you get new leads, sales and clients.
But if your content is amazing and really helps people and gives them lightbulb moment sand solutions - well then it becomes an asset. One that exists for people to find 24-7 as they are searching for solutions and then invites them to take the next step if they want to go deeper.
The more great content you have, the harder it works for you.
Great content can do so much for your business and your life.
It gives you the gift of time and allows you to help more people than you ever could from just talking to them one on one.
Are you convinced of the benefits of content? Do you have other barriers that I didn't mention here? Tell me in the comments and let's talk about it.