Here's a great survey on marketing and content strategies I got the other day. It went something like this:
What type of content do you use to communicate with your customers:
We post content about the company
We post content about our achievements
We post content about the product/service
We post content about the team
We post content about our customers and/or visitors at an event
We post content from others writing about us
We post content from others about topics we are working on
We repost/retweet content from our customers
Can you tell what's missing? No? Then go back and read it one more time.
What about now?
If you can tell what's missing then you're among the top 1%.
Most people can't tell what's missing.
That's at least the impression I get when I take a look at my inbox.
Almost every mail I get from a “launch soon” list or an email newsletter I subscribed to can be put into one of the above categories.
And none of them can be put into the category that's not listed above.
The only category I care about. The only category your customers actually care about. The only category your readers care about. The only category you should care about..
We post content that helps our customers
And that's the missing link. That's what most people don't get. That's why so many people and companies struggle with content marketing. That's why content marketing doesn't work for YOU
That's the REAL reason why no one reads your blog. That's the REAL reason why no one subscribes to your newsletter. Or reads it. Or unsubscribes.
It should ALWAYS be about the customer. And NEVER about your company. Or yourself..
And that's the really hard part.
Figuring out what your customers (or readers) want to hear, what problems they have and how you might be able to help them is where you have to make your brain sweat. That's where the real magic has to happen.
And because it's so damn hard and takes a lot of time to understand your customers (or readers), their problems and how you might be able to help them AND because there is no clear roadmap on how to find out, most people just ignore that category.
And what's going to happen when you constantly ignore that category, when you constantly ignore your customers or your readers is that you'll end up being the one who's getting ignored..