“Where do I start with content marketing?”
Have you ever asked that question, or had it cross your mind?
Well, good news, because I’ve been asked it... hundreds...? of times over the years.
And the answer is: “Literally anywhere you’ll stick with.”
Unsatisfying, though, right? What you wanted to hear (okay, maybe not you, but the typical asker) is something specific, like: “Post here, about this, this often, and you’ll get this ROI.”
But this is where expertise comes in.
I’ve been a content marketer, in some form or another, since the early aughts. I’ve written thousands of blog posts, newsletter editions, social media posts, video scripts, you name it, over those decades. I’ve advised hundreds of clients on where and how to get started.
And the fact of the matter is that most optimization is actually procrastination.
Because you can’t succeed at what you don’t stick with.
You won’t stick with what you hate doing.
So you’ll never finish what you refuse to start.
That’s something I know about content marketing. It’s so obvious to me it almost feels trite. But so much of my work is derived from that insight.
And I suspect much of your work is derived from something similar:
A question you’ve been asked so many times, that you’re so close to, that your answer has become rote, routine, banal.
Your audience, though, your prospects and clients, are at a distance. They see things differently.
What for you is obvious, to them is insight.
Your job is to externalize it.
So do what I do:
Create a list of the questions you’ve been asked over and over, to which your answers are clear and concise because you’ve been practicing them for years.
For me, one of those questions is, “How do I get started with content marketing?”
For you, it will be different, but you’ll find it the same way: By thinking about the questions that bore you, because you’ve heard them too many times before.
What bores you, though, is exactly what compels them.
Because your answer is so clear they can’t help but consider it.
See, the reason you’ve been struggling to get started with your content marketing is because you’re trying too hard to be clever or insightful.
When what your audience needs is what’s obvious to you.
That’s what makes you an expert.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.