You are either a marketer or business owner. You have a BIG problem. You may have a lot of BIG problems. What are they? How are they holding you back? And what can you do to solve them?
These are problems that have led to boring content.
These problems have led to content that doesn’t convert or engage your readers.
They have led to low quality leads.
They’ve led to a sea of sameness.
Let me help you overcome these content problems that your company is having. You have a messaging, targeting, and story-telling problem and we’ll take care of all 3 right now.
Problem #1: Don’t know Your Customers Well Enough
How it Hurts You: Not sending the right messaging, to the right people, at the right time.
Solution: Nail your personas. Ask your customers and leads questions.
Some questions I ask my customers:
We don’t want to be guessing when it comes to our messaging to our ideal customers. Knowing your customers well solves a lot of positioning, messaging, and low quality leads problems.
Problem #2: Lack of Vision and Process
How It Hurts You: No targeted output. Throwing spaghetti at the wall and trying to see what sticks.
Solution: Know where you want to be, and build a Roadmap to get there. I talk about building the roadmap on this page and why it’s important.
Build SOP’s (standard operating procedures) for each department. You need to give your team the best chance to succeed, and a clear way you want things to be done. If they need extra sales collateral, give that to them. If you have a faster and repeatable process for uploading content onto WordPress, give that to them. Build content calendars with a clear goal.
Problem #3: Marketing and Sales Teams not Aligned.
How it Hurts You: Bickering over lead quality, who won the business, and blaming each other for every problem instead of working together.
Solution: Aligning Benefits and Goals for both departments. The marketing and sales team have the same end goal; to win new business for the company.
You need marketing help that has a sales-first approach. A great marketing team can send leads to the sales team that are practically ready to close themselves. They have asked questions of the sales team so they can improve leads. Some questions I ask the sales team to make their jobs easier based on my work are:
You need marketers with a sales-first approach. You really need to get into contact with me over at Poofnewsales.
Problem #4: Asking the Wrong Questions. Covering the Wrong Topics
How it Hurts You: Not getting enough leads
Solution: Knowing your customer and industry better. Having a true content strategist to give you a content roadmap that is SEO researched, and also really well planned out in terms of the content funnel.
Problem 5 + 6: Poor Research + No Differentiation
How it Hurts You: You fall into the sea of sameness. You waste time and money working on the wrong thing.
Solution: We had to combine problems 5 and 6 in this section, because you can fix both of these the same way. We have to learn to use Subject Matter Experts better. SMEs
will change your business. We don’t want generalists whose research consists of googling the topic, opening the top 3 results, and writing an article that’s basically just re-wording those 3. True SMEs provide UNIQUE insight and bring new data and perspective into the conversation. I like to ask questions like:
We use SMEs for everything. We are experts at storytelling, engaging readers, and asking the right questions. We leverage the most knowledgeable people to create the best content online for that subject.
Problem #7: Lack of Storytelling
How it Hurts You: Readers are bored. You never become remembered, and used as a go to informational resource in the industry.
Solution: Use the best writers! I use a helpful framework called “GSU” that I go into detail here. But for a quick breakdown, GSU goes a bit like this. You want to build these 3 things into every piece of content you write:
Goal: You want your readers to have a clear goal. Think of great movies. The best characters have a clear place they want to go, and those motivations shape their actions along the way.
Stakes: There always needs to be something on the line or a downfall of not reaching the goal. It intrigues the reader.
Urgency: Creating a sense of urgency is how you get readers to take action.
These are all questions you need to answer in your writing to create a sense of urgency.
Problem #8: Cheap Freelancers
How It Hurts You: Sea of Sameness, non-engaging content. No storytelling element and no one that truly spends time to understand your business, sales team, customers, and industry.
Solution: Spend up on your content marketing solution! It’s the best investment you can make. After reading all these problems, do you really expect an average writer to be able to get you the results you’re looking for? Of course not, there’s so much that goes into it.
A person or team that is an expert at all of these things will need to charge you a lot more than a cheap freelancer. And it’s worth every penny.
I’ll leave you with this quote by John Ruskin:
“It’s unwise to pay too much, but it’s worse to pay too little. When you pay too much, you lose a little money – that’s all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot – it can’t be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better.”