My Biggest Flop of 2013

Dec 2013

afiUEIf you’ve followed this blog for a while, you’ve probably noticed I’m big on the “be yourself” approach to content marketing.

I truly believe that people everywhere aresick to death of the slick, photoshopped, we’re-living-the-dream image that most marketers have been hawking ever since marketing began. People want you — the real you.(Tweet this)

But I digress. So yeah, being yourself is the way to go … and in content marketing, as in life, that means showing the ugly along with the pretty, sharing the lows as well as the highs.

And with that, let me tell you about my biggest flop of 2013.

Back in January, I started the weekly Content Marketing Podcast, and over the last 12 months, I’ve had the honor and pleasure of interviewing some pretty heavy hitters in the content marketing sphere.

Sometime around early fall, I happened to hear that Gary Vaynerchuk had a new book in the works, so I hit him up for an interview.

Now, it’s no secret that Gary loves to hustle. (No, that’s not a dig — it’s right there on his Twitter bio.) Long story short, snagging an interview with him required that I pre-order 25 copies of the aforementioned new tome.

As a small business, my pockets are far from deep … but upon careful consideration, I decided it was worth the investment. After all, once the interview was broadcast, Gary was sure to share the link with his million-plus followers, which could very well put Resonance and the podcast on more than one prominent map.

So the pre-order went through, the interview went off without a hitch, and the episode dropped on November 7, along with a book giveaway that listneners could enter by tweeting the link, liking us on Facebook, or leaving a comment.

Feeling quite chuffed, I sat back and waited for the deluge of attention that was sure to come Resonance’s way.

… and waited.

… and waited.

No tweet from Vaynerchuk. No mention on Facebook, LinkedIn, or Google+, either.

Well, I thought, he’s super-busy with the book launch — surely a little reminder is all he needs.

So I reminded. Again and again I reminded. And nothing.

Finally it was time to face the truth:

Vaynerchuk stiffed me.

In the end, the post that was supposed to be a gleaming victory ended up with 12 Facebook Likes, 25 tweets, 18 Google +1s, and 15 LinkedIn shares. Certainly much better than my average post’s performance, but not anywhere near what I was hoping for.

The giveaway did get me some traction, but I didn’t even get enough entrants to give away all the books. (Hellooooo, client Christmas gifts …)

Let me just clarify: I’m not telling this story to disrespect Gary Vaynerchuk in any way. I truly believe he’s a good guy. I’m just very disappointed in how he handled this situation.

I’m told the only real mistakes are the ones we don’t learn from, and I have learned my fair share from this one:

  • Always establish expectations up front. All my previous guests had shared our podcast interviews without being asked, so I assumed this case would be no different. Next time, Parker, get a commitment at the outset, especially when a cash outlay is involved.
  • Don’t psych yourself out. I had so built up this interview in my mind as “our big break” that I probably wasn’t at my best while I had Gary on the line. Had I not gotten so wrapped up in the anticipated outcomes and treated it as just another author interview, I truly believe it would have gone much better.
  • There’s always good to be found. I got to make a lot of people happy by sending them free books. One winner excitedly reported that she “never wins anything,” and I had the honor of making her day. That’s a feeling you just can’t put a price tag on.

Okay, folks, I’ve had my turn. Any of you brave souls want to share your biggest disappointment of the outgoing year? Tell us about it in the Comments — we’d love to hear from you!

sijf8ieyaGet Social Media Tips Delivered to Your Inbox

Each Friday, we deliver a simple but impactful tip to boost your mojo on Facebook, Twitter, LinkedIn, Google+, and other social networks.

Sign me up


About the Author

Rachel has answerA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business. Member BizSugar KredFeatured Author on Business 2 Community

See you again next week!

1 Comment

  1. […] There was the whole Vaynerchuk thing, aka “My Biggest Flop of 2013.” […]

Our Clients Are Saying

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

Free Tips
learn more...