These mental traps can get in the way of even the best strategy.
Content marketing is a marketing strategy with virtually limitless potential. The problem is, most marketers never end up seeing the kind of results they could. Sometimes, this is due to logistical limitations or mistakes in execution, but more often, it’s the product of one or more of these mental traps, preventing you from seeing your true potential:
- I can do more later. I know the pain of procrastination, and I know you know it too. With a blog, it’s easy to keep things idling—maybe you post once a week, or a couple times a month, but every time you think about posting more often you say to yourself, “I can do that later.” Repeat this about a thousand times and guess what—you never end up doing any more. If you want to do more, you need to do more now, and stop making excuses.
- We should limit our investment until we know it works. I get the mentality here, especially for startups and small businesses with a limited budget. And it’s true that you can start seeing the benefits of a content marketing strategy even with a limited budget. However, restraining your investment for longer than a month or two is a surefire way to sabotage your potential success. If you want your strategy to be effective, you need to invest in it, both in time and in money.
- Better safe than sorry. Most brands try to remain as conservative and low-risk as possible. They choose safe topics, a safe tone of voice, and repeat the tactics they know to be effective, over and over again. Yeah, that strategy is safe, but taking risks in content marketing is what leads you to the biggest potential rewards. Be bold. Be daring. Experiment and do unexpected things. Some of these trials will screw you over, but others will more than make up for the difference.
- It worked for them; it’ll work for us. You also can’t assume that a strategy that worked for your competitors is going to work for you. For starters, you won’t be able to execute the strategy as efficiently or as sincerely as your competitors did. On top of that, you’ll be seen as unoriginal. Instead, learn from your competition but try to find your own path forward.
- More content means more readers. This “quantity over quality” mindset has ruined countless campaigns. It’s true that there’s some advantage in having more content—but only if that content is actually valuable. I’d rather have one amazing post than a dozen decent ones, and you should too.
- More readers means more money. You also can’t assume that having more eyes on your blog posts or more visitors to your site means that your strategy is going to be more profitable. There are many other factors to consider here, including the relevance of your audience, the loyalty of your followers, their engagement levels, your conversion rates, and even the value of your conversions.
- It’s good enough. This is the biggest trap because it affects everyone at one point or another. As long as your strategy is seeing some results, or if you feel you’re expending some degree of significant effort, you can grow complacent. You see your strategy as “good enough,” so you never take the time to improve.
If you can get past these mental traps and hurdles, I can almost guarantee you’ll start seeing better results. But you know what else would help? Some professional guidance. Why haven’t you contacted me yet? Take 20 seconds to fill out the form.