Why You Have No Business Doing Content Marketing

Oct 2016

Why You Have No Business Doing Content Marketing

If you’ve been hanging around with me for a while, you’ve come to know this blog as a trusted source of insights about why content marketing is the future.

So the following statement may cause some heads to explode, but I’m gonna say it anyway:

Content marketing isn’t for everybody.

No, I don’t mean there are some businesses for which content marketing won’t work. Quite the contrary: Connecting with current and future customers through engaging content can benefit any organization of any size and in any industry. That’s as true today as it was when the John Deere company launched its own magazine in 1895.

But there are some personalities that just aren’t cut out for the content marketing life.

In my six years running this business, I’ve seen a lot of clients come and go, and I’m intrigued by the many reasons offered by those who choose to end our relationship. For some, their teams have ramped up to the point where they can do it all on their own (happy reason); for some others, an industry crisis has simply eviscerated their budgets (sad reason). And then there are those who, no matter how many webinars they’ve attended, just don’t get it. Despite my best efforts to set expectations and to educate them, they don’t get how content marketing works … or if they do, they don’t have the stomach for it.

So if any of the following conditions describe you, you might want to think about quitting this whole content marketing thing and going back to your banner ads:

1. You’re Looking for a Quick Fix

As my friend Jon Buscall famously said, Content marketing is a commitment, not a campaign. It. Takes. Time. No, I’m not talking about a few weeks or even a few months. You could realistically be looking at a year or more before you start gaining some traction, and there are no shortcuts.

Looking for ROI from your content after a couple of months is like going to the gym for a couple of weeks and then asking, “Hey, where’s my sixpack?”

2. You’re Paranoid

I once had a client who nearly drove me nuts by rejecting any social media post connected to someone whose brother’s next-door neighbor’s second cousin once shook hands with a competitor of his.

Folks, if we’re going to build any kind of credibility, we need to be generous about sharing useful, insightful third-party content. I agree we don’t want to send a ton of traffic to our direct competitors, but we need to think of the audience first. If we’re torn between sharing content that will make our audience’s lives better on one hand, and giving a nod to someone who may meet some loose definition of a competitor on the other, the audience has to win. We owe them that much.

3. You’re Cheap

Producing good content takes skill, time, and effort. And yes, that means it’s going to cost you, either as internal costs (ramping up your team) or external costs (hiring an agency). Trying to do it on the cheap usually involves one of two things:

  1. Skimping on quantity
  2. Skimping on quality

Neither of these will serve you over the long term. If you only publish one blog post a quarter and one social post per month, you’re giving people way too much time to forget about you in between. And while low-quality content may be good for a search hit or two, it won’t keep people coming back.

4. You’re Needy

This is the client who lives and dies by the number of blog comments and Facebook Likes we get in any given week. The marketer who insists on posting inspirational quotes every day on social media “because they get soooo many Likes!”

Sure, what we do bears some similarities to a popularity contest, but it’s not about that: it’s about serving our audiences and building relationships, day in and day out.

Here’s an example from my own experience as a follower: Whenever I see a post from Problogger pop up in my news feed, I stop scrolling and give it a look. If it’s something I want to know more about, I’ll click on it and read the post. I honestly cannot remember the last time I clicked “Like” on one of Problogger’s posts. But they are getting my attention, and they are getting my clickthroughs.

We have to consider that some audiences are simply quiet: they may or may not “Like,” comment, or share our posts on social media, and they may or may not leave comments on our blog posts. Does that mean all this is pointless? Hell no.

5. You’re Lazy

Remember when you were a kid and you begged your mom for a puppy? If she’s like many wise moms, she may have said something like “Remember, you’re going to have to feed, walk, and clean up after it. Every. Single. Day. For the rest of its life — not just for the first three weeks while it’s still new and fun and cool to have a dog.”

I feel like I have the same talk with every single coaching client, and most of the time, they actually listen. Then there are those who come on like gangbusters when they first get started, and then … well, those weekly blog posts turn into every-other-week posts, which turn into once-a-month posts, which turn into … [sound of crickets chirping]. Then they stop seeing results and become one among the faceless masses who throw up their hands and say “Content marketing doesn’t work!”

Hey, I get it. Life is busy, especially for overworked marketing teams trying to get by in today’s fast-paced environment. But content marketing is like that little puppy: it demands daily attention, whether you find it convenient or not.

So, do any of these traits remind you of someone you know? If so, you might want to help them better understand what it takes to succeed as a content marketer. And if they still don’t get it … well, there are always banner ads …

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About the Author

Rachel Parker, Founder & CEO of Resonance Content Marketing

A 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 author of the book The Content Marketing Coach: Everything You Need to Get in the Game … and WIN!
content_marketing_50 BizSugar Featured Author on Business 2 Community

Our Clients Are Saying

  • 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.

  • 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.

  • 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.


  • 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.


  • 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

    Form.io 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….

  • 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.

  • 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!

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