The main reason people do content marketing or let’s call it blogging is because they want to build an audience.
Oh yeah! And it’s obvious the audience is meant to be built so with time they can become customers.
Unfortunately this doesn’t happen all the time.
Most content marketers don’t ever build any audience besides the few people that reads their posts every now and then.
The few that manage to build a tiny audience end up not being able to sell to these folks.
At the end of the day, it all looks like a wasted effort then most people give up…
I mean this is why 95 percent of blogs get abandoned for months, according to Technorati.
Sounds relative right?
If you’re struggling with building an audience for your business through content marketing then this is what you’ve been waiting to read.
In this post we’re going to find out why most marketers, freelancers and small businesses fail to build any audience after blogging for a long time.
And you’ll also learn how to really build an audience for your business through content marketing…
Why you should take this serious? Because I made my first money online via content marketing.
And yes, my biggest contract that would later lead to a 6 figure deal was also gotten through content marketing
Alright! Enough of beating around the bush.
The number one reason why most marketers fail to build an audience is because their content marketing is not working.
I did a post on why content marketing fails here.
As a matter of practice, content marketing is supposed to end up bringing in clients for your business.
Unfortunately, this doesn’t happen with everyone all the time. And here are some reasons why your content marketing don’t bring in the clients
1. No well defined audience The number one reason why you don’t have an audience is because you don’t know who should be in your audience.
So you write for everyone. And writing for everyone technically means writing for no one. For this reason, no one really cares about the stuff you create.
And after spending the whole time working on your great stuff, you find little to no engagement and then it becomes very disappointing.
Think about a Republican candidate Donald Trump taking his campaign to Russia to tell the Russians about his agenda for the Americans…
After spending 100M on expenses and everything, he gives a rousing speech that gets a thunderous applause.
Now tell me, no matter how much he spends on this campaign and how wonderful the speech would be, would it give him any vote from Russia?
Of course not! But that’s how most marketers work out their marketing. It’s unbelievable.
We think everyone should be interested in what we have to say. But no. That doesn’t end up happening. Then we get really hurt.
And be like, no one is buying my stuff. My blog is not making any income since God knows when.
Oh yeah I know how it gets. Of course we’ve been there.
I know at the start most people basically go out with the intention of writing for everyone.
We always wanted to reach everyone because in so doing, we think that we’ll get a larger audience.
But that’s faulty. Like, practically, it doesn’t work like that.
Content marketing should be all about the kind of people you want to attract to your business. It should be focused on what matters to them.
So if you’re selling beef, you will want to attract to your blog people that eat beef. Not everyone. Because everyone includes vegetarians and non meat lovers.
If you’re marketing a Samsung Galaxy smartphone to working class guys between 25-30, your content marketing should focus on this group and how the device can fit into their lifestyle.
So start with creating your audience persona (your ideal reader or call it client). Let your effort be focused on this persona.
See him/her through your minds eyes while creating your content.
Be able to imagine his fears. Paint pictures of his struggles and aspirations in your mind’s eyes and let these personal details guide you toward building a connection with him.
2. No strategy. Okay so you have defined your audience and you create great contents? Wonderful!
How about the content strategy?
Do you have any plan on what to write,
who to target or
when to publish what?
Most content marketers don’t bother about content strategy. But this is very important if you’re thinking of getting an impressive result with your content marketing effort.
Because it’s your strategy that will help you map out your audience and find out who (say a particular sub segment) to target with a particular content.
From there, you’ll be able to acknowledge the particular audience’s journey, and find out the post that will be suitable to them at the point in time.
That’s because building an audience is a journey on it’s own…
So for instance if you just got a new reader today, you’ll not expect to serve him the same kind of content you’d serve a person that’s been reading your stuff for over a year.
For the new person, you’ll not begin talking about how you’re the best person he should listen to in the industry…
You’ll first of all give him reasons to trust you by being able to create the best and the kind of information he’ll need at each stage of the journey.
From there he can start believing what you have to say based on his continuous exposure to your expertise through your content before you can talk about buying from you.
Again the strategy gives you a schedule on when to publish. It helps you find out what time your audience will most likely see your content so you can reach them then.
It also helps you plan ahead with your content.
3. No connection. No empathy. No persuasive stuff. Even when you manage to define your audience, they don’t really connect with your content.
Because you are not addressing the thing that’s in their head.
Now there’s something I want you to understand.
Most marketers make the mistake of talking about the thing that’s in their head. Instead of the pain your potential customer is going through.
This happens especially with bloggers. So you wake up one day and because you felt so sad with your life and you begin to talk about your feelings.
You see that’s a great thing to do. Because it relieves your heart of whatever stuff it is you’d probably had to deal with.
But the point is, does this add any value to your client? Will it make them feel like coming to you for more?
These are the obvious questions your content should be able to answer before you hit the publish button.
Don’t get me wrong. Some personal stories helps you create a better connection with your audience…
But these stories can only create real connections if you have a way of wrapping them around your audience’s real needs.
Because whether you like it or not, people are moved by self interest. So they’ll only listen to things that furthers those interest.
Instead of focusing on yourself, your content should be focused on your audience. And the things that matters to them. Because they are the reason you’re here.
Otherwise, you can focus on yourself if you’re some Kim Kardashian, some Dooce or your blog’s mission is to share your life journey with your readers. (that’s not bad anyways).
If your blog is not cut out for any of the above, focus on your own journey. Don’t be everything to everyone.
The main reason why you were asked to create an audience and a persona is because we wanted you to be able to know some details that will help you build connections with your audience.
Details that will help you inspire them to take certain actions without stress. Because it’s what will really work for them.4. Expecting readers to come to you. Of course readers are supposed to come to you. They are the ones with the problem you have solutions.
But that only works well in the brick and mortar world. Especially if you have a brand like the Apple. The Samsungs. The Coca Cola of this world etc.
But you see, you are in the online world. And you’re not yet renown. So you have to go out there and get your clients.
You have to go where they are gathered and get them home. That’s what marketing should be for you.
5. Marketing the wrong way. Most people shoot themselves in the foot by marketing to the platform they seemingly feel comfortable with even when the audience are not on the particular platforms.
For instance based on my experience with the platform, when I started out, I got so used to marketing on Facebook alone whereas I could actually get more clients from LinkedIn.
Sometimes, this didn’t bring in as much returns on investment as it should.
To say the least, your platform has the power to determine not just your clients but the prices you fix for your stuff. So be careful of where you’re sending your content.