Frustrated that your message is failing to make the mark you desire?
I feel your pain! As an impact-driven business owner, you need a voice – and you know your content is among the most effective ways to do that.
We live in an information-rich world.
Each day, your customers search online for the opportunities, options, and solutions that will help them create the life and lifestyle they want.
It’s why you need a presence. It’s why you want to contribute to and direct the conversation.
So if you’re working hard, posting regularly, and struggling to get the impact you desire, there’s a good chance it’s for one of the reasons below.
So keep reading to discover 10 factors that slip you up – and how you can fix them.
1. Build your know, like, trust factor
So you’ve embraced content marketing and you’re busy creating content that helps and advises rather than directly sells. You’re sharing your knowledge that contributes to your buyer’s decision-making process and helping them make decisions.
Unfortunately, it’s not enough 🙁
Nowadays, information is two a penny. In fact, we’re in the age of information overload and overwhelm. Your audience simply cannot cope with the avalanche of content that hits them every day.
- It’s why we filter through the noise and tune out the messages we DON’T want to hear.
- It’s why we aim to declutter and make our lives easier by honing in on the voices we do respect.
Become one of those voices and your impact will increase. And the best way to do that is to build your know, like, trust factor.
Become an authority that your perfect audience likes AND trusts, and your impact will skyrocket.
2. Be persistent
Those overnight success stories hide years of preparation and hard work.
Sure, you’ve got a message that has the power to make a huge impact and even change lives, but that doesn’t mean it’s going to take hold immediately.
It takes persistence to create message momentum – especially because you are up against it!
Not all your content will hit home. Some will sink into the Internet abyss forever and barely make a ripple. Then other pieces will capture the hearts and minds of your target audience and make huge waves.
Regardless, one piece of epic content simply isn’t enough in a constantly moving, fast-paced, social conversation. Instead, you need to stick with it. You need to keep your creative juices flowing so you stay relevant and visible.
The message here is to avoid radio silence at all costs!
Do whatever it takes to UNMUTE YOUR BUSINESS.
Push through the perceived failure. Push through the resistance. Push through the doubts and the fears and the challenges and be the one that sticks around long after your competitors got bored and went home 🙂
3. Be consistent
Sure there is a pile of things you could talk about.
But if you want to make an impact you’ve got to be discerning. You need to decide what you want to be known for, then ensure your content adds to that conversation.
For sure you can go off-piste at times, but too many tangents and diversions and you’ll water down your message and leave people wondering what you actually stand for and who you are.
TO be consistent with your content you need to know WHAT you want to be known for.
Nail down your CORE MESSAGE then use that as your compass every time you create something new. Take this approach and you’ll ensure that every time you publish content, it’s aligned with your brand and is designed to consolidate your message.
4. Empower yourself to create
It’s so easy to go into radio silence (trust me! I’ve been there and got the t-shirt!)
It’s especially easy when you don’t get the traction, momentum, or recognition you wanted. You can find yourself wondering why you bothered to put your heart and soul into your content creation at all.
But radio silence is bad news for your business.
Not only does it crush your creativity, but it prevents people discovering you. Let’s be honest… how can anyone buy from you or request to work with you if they don’t know who you are and what you do?
That’s why you’ve got to inspire yourself to create.
Don’t wait for inspiration to strike. Creativity rewards action – so make it happen!
Do what’s necessary to get yourself into the zone (You’ll find 15 ideas here).
- For example, schedule protected time to create content (and don’t let yourself off the hook!)
- Focus on the type of content you create best – so you don’t make it unnecessarily hard on yourself.
- Be mindful of the excuses that become the shortcut to radio silence – and eradicate them.
Remember… Once content creation becomes habitual; you’ll always have a voice 🙂
5. Be patient!
When you know you can make a difference and you know your message has the power and potential to change lives, you can get seriously impatient when you fail to make a dent.
Especially when you hear about other people who have gone viral!
But here’s the thing…
Content creation is a long-term game.
Accept that it will probably take a big investment on your part (in terms of time and energy) before the ball starts rolling by itself.
Sure, there are things you can do to push things along (I’ll tell you those next), but for the most part, you need to be in it for the long-term.
Be the tortoise! Accept this is a slow burn strategy, focus on creating quality, and commit 100% to your message.
It will pay off.
6. You’re unknown
There is too much seriously incredible content that never gets the attention and recognition it deserves. It’s another reason to build your ‘know, like, trust’ factor… Remember, your audience is more likely to listen to a recognised, respected, trusted expert than some content creator who nobody knows!
It’s a hard truth, but being someone else’s best-kept secret is NOT good for your visibility (or your message).
You’ve got to step out of the shadows and get on the right radars.
That’s because other influencers can create the tipping point that gives your message the momentum you crave.
So if you’re creating in isolation be aware that you are slowing things down for yourself.
If you’re serious about accelerating your impact, get on the radar of other influencers who can give you a step up.
Make sure you’re creating share-worthy content and then ASK.
Ask for the shares, the testimonials, and the coverage. Don’t be shy; OWN IT. You might get a NO, but that’s the worst that can happen. Just imagine if they said yes…
7. Be useful and relevant
Why do people engage with content?
There is a stack of reasons – for example, they want to be entertained, inspired, or informed.
Regardless of the reason, there is a common thread… the best content is content that adds value to your audience in some shape or form.
Whether that’s content which makes someone laugh or content that provides the insight which leads to a breakthrough, be USEFUL and you’ll ramp up the chances of making an impact.
For sure, ultimately you want your content to help you sell.
But when it comes to content, hard pitches should form only part of your strategy – not consume all of your focus. That’s where the usefulness angle comes in.
Being useful will attract the right audience and influencers. It will also help you build your know, like, trust factor.
These form the solid foundations that make future selling easy.
8. Be intentional
One bonus of a fast-moving timeline is you can afford to wing it – sometimes!
Sometimes that random idea or rushed up post hits the mark. The timing is perfect and it all kicks off.
But you can’t rely on this approach as your strategy.
YOU NEED TO HAVE A STRATEGY!
Without a bigger picture agenda, you risk creating content that’s disconnected, diluted, and ultimately ineffective with where you say you want to go.
So get clear on the bigger picture of what you want to achieve – even if that goal changes as you get more experience, feedback, and knowledge.
When you’re clear, you can be intentional about your content – ensuring everything you create complements and reinforces what you want to be known for.
9. Tell stories
Don’t tell… SHOW 🙂
And use stories to do that.
Stories are among your most effective content marketing strategy – for so many reasons:
- Stories stick – they’re memorable and easy to share with other people
- Stories evoke emotions
- They allow people to see and experience the world through someone else’s shoes
- They’re how we’re hard-wired to absorb new information
- They give context to your ideas and your teaching
And that’s just scratching the surface of all the benefits 🙂
In short, stories enrich your message, ramp up the effectiveness of your content, and make it easier for people to relate to you as a trusted expert. If you’re not using stories, you and your audience are losing out.
10. ALWAYS (I repeat always) Leverage THE most valuable asset you have when it comes to content creation.
You can amplify all the above when you apply this factor.
To find out what it is, CLICK HERE.